The document discusses customer relationship management (CRM) and how companies can maximize value from customers. CRM involves customizing interactions to develop beneficial relationships. It is most useful where there is frequent, valuable repurchasing and opportunities to cross-sell or customize offerings. Successful CRM requires clear goals, senior commitment, change management ability, data integrity, and funding. Key questions are identifying valuable customers, customizing interactions for retention and value enhancement, and disengaging from unprofitable customers.

1. A point of view on CRM
- By Rajiv Hiremagalur

2.  CRM is a company’s capability to customize
the interaction with an individual or a group
of customers to develop specific mutually
beneficial relationship to maximize the
overall value of the company.

3.  Where there is frequent repurchase
 Where the repurchase is of significant value
 When there is an opportunity to customize
 When there is an opportunity to cross sell

4.  Clear understanding of corporate goals
 Senior management commitment
 Ability to execute change
 Commitment to funding
 Availability and integrity of data

5.  How can I determine a customer’s value?
 How can I Identify my most valuable customers?
 How does the behavior of my most valuable
customers differ?
 How can I group my valuable customers?
 What can I customize my interaction with my
most valuable customers?
 How can I retain/enhance the value of a
customer?
 How can I attract more such valuable customers?
 How can I disengage with unprofitable
customers?s