Marketing MA Management and International Business Introduction CRM is a term for e-commerce methodologies, technologies and capabilities, used by companies to manage customer relationships. (Foss, 2001: 1) It is also called customer management, customer service and sometimes customer centricity or customer-centric management. (Brown, 2000: 1) All names and definitions of CRM have the customer at their core: it is customer relationship management, which attempts to revolutionize marketing and reshape entire business models. To survive and grow the company must make a profit. To make a profit he must find people willing to pay more for his products/services than they cost. So the profit comes from the customers. All profit comes from customers So if no profit = no business And no customers = no profit Then no customers = no business Then customers ARE the business The idea of ​​CRM is not new - it was the way the local shopkeeper treated the his customer: he knew him, he knew what was happening in his life, what he was buying, (one to one marketing?) etc. What's new, however, is that retailers today seek to establish a dialogue with tens of thousands or even millions of customers in an effort to better understand them, their individual needs, and maximize the lifetime value of this relationship. In this sense it is not a marketing 'revolution', but rather an 'evolution'. The old model of doing business is back in action, but armed with technology and different schemes to reach the customer and retain him for life. The four types of CRM programs, described by Stanley (2000), aimed to enable the company to win back customers, who have defected or are planning to (Win Back or Save), to retain customers (Retail Loyalty), to carry out up-selling or cross-selling services to these customers (Cross Sell/Up-Sell) and seeking new customers (Prospecting) Retail Loyalty "Loyalty is a feeling or attitude of devoted attachment and affection; or the act of to bind oneself (intellectually or emotionally) to a course of action (http://dictionary.reference.com) In everyday life loyalty implies an emotional commitment to family and friends, fidelity in marriage. It also suggests monogamy , a choice above all others (Humby et.al, 2003:9) In this sense loyalty is something that is expected. ...ce a Customer, Always a Customer” Dublin: OakTree PressFoss, B., Stone, M., (2001) “Successful Customer RelationshipMarketing” London: Kogan PageGilbert, D., (1999) “Retail Marketing Management” Harlow: FT/PitmanHumby, C. et al., (2003) “Scoring Points” London: Kogan PageOliver R. (1997) “Research” New York: McGraw Hill Omar, O (1999) “Retail Marketing” London: FT Management Reichheld, R. (1996) “The Quest for Loyalty” Boston: Harvard BusinessSchool Press Daley, J (2004) Is a toaster a fair exchange for your loyalty as a seller?” The Independent (http://proquest.umi.com)Davis, H. (2002) “Marketing is about the intellectual use of data”Loyalty GuideJones, K (2002) “Are you exploiting the potential of your customer base?” Loyalty Guide http://www.at1.uk.com/Loyalty_Fundamentals.htm www.bbc.co.uk/cgi-bin/search/results. asda+loyalty+schemewww.foodanddrinkeurope.com/news/news- -loyalty-cardshttp://www.mori.com/polls/2002/blacksun.shtml 2002)http://money.guardian.co.uk/(Datamonitor report by E.Ripley)www.mori.comhttp://news.bbc.co.uk/1/hi/business/52056.stmCross J. (2004) Lecture notes Southampton, University College