15. Post-Purchase : CRM (Customer Relationship Management) Once the customer has purchased a product the role of CRM is to transform the customer into a brand advocate
A key factor in hitting our plan, is our CRM programme. We know that 15% of our CRM members buy direct from e shop and have also been influenced to buy through our dealers. Simply put – more members = more sales. Based on this fact, our first objective is to grow our membership from 150,000 to 250,000 by March 2006. Logically following on from this , our second objective is to increase sales from our CRM membership.