What is Customer Relationship Management (CRM)?

     Customer Relationship Management (CRM) is a customer-focused business strategy designed to optimize an organization’s profitability, revenue and customer satisfaction.  In our case it might be called (PRM) Patron Relationship Management, but you get the idea, it the buzz of successful companies who realize that its easier to sell more products and services to existing happy customers than to win new ones over from a competitor who have no relationship with you.  In a nutshell the CRM goal is to; easily market to and manage every customer and prospect, process and track every sale, and build and maintain long lasting relationships well after the initial sale has been made.  It is the cornerstone to a successful neighborhood-marketing program.

Patron Profiles offers an easy-to-use interface with many features. Each record contains useful fields to retain information about each diner, in order to take customer service to the next level and specifically target that client in your future marketing campaigns.  It seems foolish to promote a Luxury line to an off-price retailer, or contemporary line to a line to a bridal store.
 
     By tracking individual customers, and their purchase and visit history, operators can calculate the frequency, churn (the net gain and loss of customers), and core customer ratings that drive revenue.  Here are several ways to utilize the CRM methodology in the promotion of your  Rep Business:

·        Tell customers you "wish they were here." by sending a promotional postcard to your patrons who hasn't frequented the  Sales Rep in the past few markets

·        Piggy back lines that are successfully be sold to a customer

·        Offer timely delivery advise

·        Send heads up on inventory availability reports

·        Give Fashion forecast or trend information

·        Special events - "Come celebrate St. Patrick's Day with us!"

·        Specials for event/guest designer appearences/trunkshows

·        Immediate Off-Price deals/specials - "We just got a flip-flops. Come in today for a only $12.95."

·        Early or Late time shopping promotions even if it is to relax and order over a glass of wine.