Acquiring a customer costs 5 to 25 times more than retaining one. Yet how many companies invest as much in customer management as they do in acquisition?
In this guide, discover what customer management is, why it is a strategic lever, and how to optimize it to maximize the value of each relationship.
Customer management (or customer relationship management) refers to all the strategies, processes, and tools put in place to interact with customers throughout their journey: from prospecting to loyalty building.
It encompasses:
It is impossible to manage effectively what you do not know. Customer knowledge is based on:
Not all customers are alike. Segmentation allows you to tailor your approach:
Every customer wants to feel unique. Personalization affects:
A customer who waits is a customer who doubts. Responsiveness is measured by:
Customer management adapts to each phase of the life cycle:
CRM (Customer Relationship Management) is the central tool for customer management. It allows you to:
Leading CRMs: Salesforce, HubSpot, Pipedrive, Zoho...
Customer service is often the main point of contact after a purchase. Its quality has a direct impact on:
To learn more, check out our article on Customer Success.
Premium customers and occasional customers do not have the same expectations or the same value. Segment your customers.
Too much effort on acquisition, not enough on retention. The real ROI is in customer loyalty.
Marketing, sales, and support each have their own data. Without a unified view, it is impossible to manage the customer effectively.
A drop in engagement, an isolated complaint... These signs often signal churn. Detect them early.
Automation saves time, but generic messages dehumanize the relationship.
A single customer repository accessible to everyone. That's the basis for everything.
Identify key moments, points of friction, and opportunities for improvement.
Surveys, spontaneous feedback, analysis of verbatim comments... The customer tells you what they want, so listen to them.
Automate repetitive tasks to free up time for high-value interactions.
Klark automates responses to recurring requests while maintaining personalization through AI, optimizing your day-to-day customer management.
Customer management is everyone's business, not just customer service. Align the entire organization.
What isn't measured can't be improved. Define your KPIs and track them.
Modern customers use multiple channels. Good customer management requires an omnichannel approach:
Customer management is the strategy, CRM is the tool that supports it. You can do customer management without CRM (badly), but CRM without strategy is useless.
Through customer knowledge. Centralize your data, analyze it, and identify quick wins.
Absolutely. In B2B, cycles are longer and relationships are more complex, which makes customer management even more crucial.
It varies depending on size and sector. The key is to measure ROI: a loyal customer is worth much more than the cost of retaining them.
Customer management is not a department, it is a business philosophy. Every interaction counts, every customer deserves attention.
The keys to successful customer management:
Ready to transform your customer management? Discover how Klark can help you.
