In my previous article, I talked about all that you need to know about customer relationship management. In this article, I want to talk about some of the major drivers of CRM. Follow me as we are going to look at that together in this article.

The word “driver” is not strange to some of us, even to a layman. He is the one saddled with the responsibility of taking you to your desired destination.

CRM as a concept to has its own drivers. There are some components that must be present before you can achieve a desired customer-centric enterprise. Let’s journey together as we look at the four drivers employed by CRM.

#1 Location

The first reason why organisations have to evolve into a customer-centric enterprises is that in today’s business world, businesses are no longer limited by geographical location. Many people for example buy from Amazon.com, eBay and other online markets without knowing their exact business locations.

Distance between you and your market is now a mouse click away. That is why distance is no longer a barrier in business.

#2 Size

In today’s world, the size of an organisation is no longer a barrier. Contemporary organisations now have a level playing ground with the advent of the internet.

Some smaller organisations today can now have an edge of they are able to provide the appropriate logistics and solutions, The world wide web has made organisations stand out on the internet if they are able to provide appropriate technology to back it up.

#3 Internet

The coming of the internet has brought about the introduction of business models. We now have the internet being part and parcel of many organisations.

There is also the proliferation of e-marketplaces which has brought about stiff competition among many organisations. Some organisations have also been able to automate their business processes.

This has allowed customers to be able to do many of what they would have had to go to the branch office to do.

Case Study

In the past, Mr Adio could not do anything from his current account domiciled with an old-generation bank without reaching the Bank’s office at Victoria Island in Lagos.

When the bank launched itself on the internet, it was a relief to him. he can now transfer money from one account to another, check his balance, pay his staff and withdraw from the ATM. he can now shop online while his bank settled the bills on his behalf.

You should know that there are different types of automation that a customer-centric enterprise can adopt such as Enterprise Resource Planning, Sale Force Automation and Customer Information Factory among others.

#4 Technology

One could safely say that with the advent of technology, a palace coup has occurred between the customer and the organisation. With the advent of technology, customers now dictate the pace of things in the business environment.

Customers of today are aware of their choices. They also know how to navigate the internet in order to find what they want. This has placed a serious expectation on service providers who now have to meet up the demands of the ever-demanding customers.

You should know that it is difficult for organisations to control the pace of technology, but they can definitely control the pace of technology, but they can definitely control the pace of interaction with their customers. This can be done with the use of technology as an enabler.

I want you all to know that what can make organisations stand out today has to do with how well they treat customers. Organisations must ensure that customers achieve their desired results irrespective of the communication channel that they have chosen to relate with the organisation.

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