CRM That Will Get You Noticed

Relevant Behavior

The mechanics of the relationship between consumers and companies is not that much different. Companies communicate with consumers via their printed catalog and/or Web site and through other advertising media. Consumers communicate with companies by responding to questionnaires, through e-mails, participating in focus groups, writing letters or calling. The behavior between a company and a consumer comes at the point of personal or transactional contact. This is the point where the effective communication is tested. How was the customer treated on the phone? Did the package arrive when they said it would? And on the customer side, did customers buy the items that got the best response in the focus groups? Did they respond to the new service that was frequently requested?