What is Customer Relationship Management? Definition of the Dance

The success or failure every business is directlyManaging the customer relationship from the supplier
dependent upon the customer base it serves. Crappyside is critical to knowing when, where and how the
customer relationship management could equal failure.customer demands will be met. As they co-exist on
Small business is especially susceptible to customerthe dance floor, each one thrives from the
demand and the bonds established with their clients.movements of the other. If either partner stumbles,
Larger companies will eventually falter, but it maythe other feels the effect and may trip as well.
take longer depending upon the breadth and depthThere is a popular saying among business
of their market share.professionals, "It is easier to keep a customer, than
Managing the customer relationship is like a dancingto find a new one". Managing customer demands is a
the Tango. Each partner depends on the other todelicate balance of support, communication and long
look good and effectively working together toterm relationship building to ensure both partners are
accomplish a goal. As one turns and twists, the otherworking together.
must understand the direction and ensure they areIf either one decides the relationship is not working,
there to catch the other when needed.the supplier is usually the one left alone on the dance
The relationship can be fragile at first, as each sidefloor. Customers can find your competition easier
learns the demands and needs of the other. Thethan you can find clients. This is why each businesses
customer will lead by plotting the course of theirshould incorporate a customer relationship
business and depending on the supplier to be theremanagement definition into their culture and
with the goods and services they need at that time.organization for long term success.