The CMR agency helps companies with a two way relationship with their clients. Customer Managed relations is the beginning of a next wave of change within organisations by addressing customer demand for more control. Companies benefit from CMR as it provides an opportunity to create trust. It creates relationships with customers who feel that they are respected. It promotes customer loyalty and provides new opportunities of being relevant to customers. CMR provides a channel for customers to express their needs and what they want, from which companies can benefit in many ways.
The same line of thinking is sometimes referred to as Vendor Relation Management.