Practicing Customer Relationship Management (CRM) System. A case on an Armenian Bank

He sat down with the executive and began to lay out a БЂњpartnershipБЂ«between his organization and the clientБЂ™s. The executive stopped him, midsentence, and retrieved a two-inch stack of business cards from his desk. БЂњThis is a stack of cards from all the different salespeople from all the different divisions of your company who have come to see me in the last two years. I never see the same person twice. When you have called on me for a year and know more about my business than I do, then you can talk to me about being your partner. Until then, youБЂ™re the vendor and IБЂ™m the customer.БЂ«After you build rapport, which moves the client to an open state of mind, you can begin building preference. Growing from rapport to preference to trust takes time. This means that salespeople need to stay on the same accounts long enough to become a source of trust. Every time we churn accounts, we set the registers back to zero. A client relationship management (CRM) system might give you continuity of information, but thatБЂ™s not the same as continuity of a relationship ...»