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CRM goals and customer channels

Short answer

CRM manages customer interactions to build long-term, profitable relationships. Goals include acquiring and retaining customers, increasing satisfaction and lifetime value, cross-selling, understanding customers, reducing costs and winning back lost customers. Channels include personal sales, phone, mail, email, web, mobile, social media, advertising and partners.

What is CRM? List the goals of CRM in relationship marketing and channels used for customer approach.

Customer Relationship Management (CRM) is a business strategy and set of technologies for managing and analysing all interactions with customers over their lifetime, in order to improve relationships, retain customers and increase sales and profit.

Goals of CRM in relationship marketing

  1. Acquire new customers by finding and attracting the right prospects.
  2. Retain customers and reduce churn by building loyalty.
  3. Increase customer satisfaction and provide better service.
  4. Increase customer lifetime value through repeat purchases, cross-selling and up-selling.
  5. Understand customers: know needs and behaviour (segmentation, profiles) for personalised offers.
  6. Reduce the cost of marketing, sales and service through targeted campaigns and automation.
  7. Win back lost customers and reward the best ones.
  8. Build a single, complete view of each customer across the organisation.

Channels used to approach customers

ChannelExamples
Direct personalSales representatives, branch/shop visits, retail outlets
TelephoneCall centres, telemarketing, IVR
MailDirect mail, catalogues, brochures
Email and SMSNewsletters, promotional and alert messages
Web / internetCompany website, e-commerce, online chat, self-service portals
MobileMobile apps, push notifications, mobile wallets
Social mediaFacebook, Instagram, Twitter, YouTube, communities
Media advertisingTV, radio, newspapers, billboards
Partners and kiosksAgents, dealers, ATMs and kiosks

✓ Answer checked by Claude Opus 5.5 (high effort)

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