Customer Relationship Management Essay Example | Topics and Well Written Essays - 1000 words

Customer Relationship Management - Essay Example According to the research findings over the years many things have changed and now a great deal of emphasis is laid on the importance of customers to a company. Marketing tactics have evolved from mass marketing and advertising to target or niche marketing where preferences of each customer are given equal importance. In all this, customers have benefitted tremendously, now special attention is being given to their needs and according to that business strategies are designed. The customer making a purchase has two options, either he can make a direct purchase from the manufacturer itself – use one channel, or opt for multiple channels where he can buy the same product but here this product would have passed through several channels before reaching the intended customer. It has been observed that customers choosing multiple channels are more valuable to a company as compared to those opting for a single channel. This is because shopping is made a very convenient experience for them; they can buy products online from the web or even book their orders on the phone instead of making the trip to the store. In addition, in case they want to track the delivery of their products, this can be done easily either on phone or online by using the tracking code usually provided by the couriers. They are given many payment methods to choose from depending on whichever is the most feasible for them. They can make payment with cash on delivery, issue a cheque or even use their credit card. Hence, at each stage they are being facilitated and so the customer would remember the ease with which they shopped and would return repeatedly for the same service. Customers overall prefer systems which make processes simple, fast and reliable for them and multiple channels guarantee all of that with their expeditious service. Nordstrom is a famous US retailer with 225 stores located nationwide. Being in the business for more than a century, Nordstrom realizes the importance of its c ustomers and knows how vital it is to provide customers with complete ease and best deals, hence, offering customers a comfortable buying experience with the use of its multiple channels network. In order to measure the effectiveness of customer relationship