Developing a strong Customer Franchise. The critical management choice: Use CRM to sell more products or to develop long-term enduring relationships with your customers?

Indeed, a significant number of the so-called CRM projects we have witnessed are almost entirely based on the goal of selling more product (sometimes called the sophisticated 'product flog') to directly generate value (profit) for the organisation.

It is InteractCM's contention that increasingly, customers see through the rather thin veneer of such a strategy and are drawn to organisations which are able to provide a deeper level of relationship, that is one beyond just selling products. It is also our contention that those organisations that cultivate and strengthen this customer relationship or bond have more valuable customer franchises in the long run and an altogether more sustainable business.

By way of contrast to this 'product flog' approach, InteractCM's Customer Management approach is based on the more senior and mature strategy of developing strong and enduring customer relationships. That, in due course, leads to the organisation providing more relevant products and services to meet and serve its customer's explicit needs.