© 2011 Sixhills Consulting LtdBusiness to Business Relationship ManagementCRM has many different definitions. The key economic impact is to create value through improving return on marketing investment and optimising the value of the client portfolio• CRM seeks to create the combination of business processes and technology to better understand customers from multiple perspectives enabling competitive differentiation of products and services and maximisation of the profitability of client relationships• Implementing CRM entails a concerted effort to improve customer identification, conversion, acquisition and retention• The focus is to improve levels of customer satisfaction, boost customer loyalty, and so increase revenues whilst trimming the customer portfolio to eliminate unprofitable clients and reduce sales and marketing costs• Recent developments in technology offer the potential to improve effectiveness of marketing programmes through real-time interactionImproving Return on Marketing InvestmentMaximising value of client portfolioValue creationCRM DefinedConceptEconomic ImpactPerspectives on Business to Business RelationshipsP8
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