Customer relationship management
The abbreviation CRM refers to customer relationship management and the information systems that support it. Customer relationship management can be regarded as measures taken by companies in order to manage their customer relationships at all phases of their life cycles. Customer relationship management is based on the collection and use of customer information. The aim is to identify the best customers as well as to steer marketing, sales and service in a way that increases customer loyalty.
By using a CRM system, customer information is made available to everyone who needs it within your company. Application areas of a CRM system include the following:
the screening of potential new customers
customer profiles, i.e. refinement of the customer register
analysis of customer satisfaction by screening customer feedback
the identification and refinement of customer needs
the use of customer information in tender preparation
customership salvage; identification and reactivation of departing customers
Customer relationship in consumer trade
The customer relationship does not end when the deal has been concluded. In consumer trade, a company is by law obliged to serve the customer after the sale or once contract has been concluded.
The company must ensure that clients are informed of their right, for example on how an invoicing error is corrected or a defective product repaired.
Customer complaints must be handled appropriately. Customers must have a genuine opportunity to file a complaint and to contact the company free of charge if any defects are detected. If a customer contacts the company in a matter relating to a previous agreement or sales, the company may charge the price of a call made to the customer service number.
For more information on customer relationships, see below under the heading Other useful information. This section includes a link to the website of the Finnish Competition and Consumer Authority.