3.01 So What? Why is customer relationship management important??

Paige is ready to trade in her old Jeep for a new, fuel-efficient car. She knows exactly the make, model, and color she wants. Her family already has a relationship with a local car dealer, so she calls a salesperson there to let him know what she's looking for. He tells Paige he'll have her car ready the next day. However, the next day comes and goes with no call from the salesperson. Frustrated, Paige contacts another dealership. The salesperson there not only locates Paige's car right away, he offers to have it delivered to her house that very evening!

Have you ever had an experience similar to Paige's? This and many other examples show how important it is to establish and maintain good relationships with customers. Learn more about the role of customer relationship management in your business.