CRM as Customer Loyalty in Manufacturing Changes

Released on: February 6, 2008, 11:49 am

Press Release Author: Thomas R. Cutler

Industry: Software

Press Release Summary: CRM as Customer Loyalty in Manufacturing Changes

Press Release Body: According to manufacturing journalist Thomas R. Cutler, in the
current issue of Metalworking Production and Purchasing, "In-depth surveys to better
understand factors that result in loyalty. According to Lisa K. Scheer, Ph.D. (and
Distinguished Professor with the University of Missouri- Columbia, College of
Business), "Based on our findings, we strongly recommend that businesses develop
strategies that encourage not only salesperson loyalty, but also enhance the
company's products and value. Doing so results in loyalty to both the company and
salesperson; in the long run, it is good for sales and revenues. Companies that
believe they understand loyalty among their customers may be fooling themselves.
They may not really understand precisely where that loyalty is directed. Is it to
specific individuals who service them and work with them, or is it with the company
and its products or brands?"

Hosted solutions such as address the difficulties associated with
deploying traditional client server based CRM (customer relationship management)
solutions, but utilization rates have remained low and customer renewals have been
problematic. This is the direct result of a business model that does not include the
proper planning and coaching required to ensure customer utilization. Regardless of
the deployment model (in-house or hosted), there is still a reasonable degree of
planning and mentoring necessary for the successful implementation and utilization
of CRM.

According to Larry Caretsky, president of Commence CRM, "Few have addressed this
requirement with extraordinarily effectiveness, however through the use of a
proprietary implementation methodology called STEP (Selling Tools Enablement
Program), this measurement of customer loyalty and buying patters can be effectively
quantified." STEP outlines the planning and responsibilities required by the
customer and ensures a successful implementation and use of a SaaS (software as a
solution) CRM solution. This critical training functionality has been missing in the
industry and has become a significant differentiator for industrial businesses. Many
of SMB companies, while small, have simply outgrown their contact managers and are
looking for tools to help them improve sales execution and customer service
effectiveness. In order to achieve these improvements, SMB companies require an
integrated CRM system that supports sales, marketing, and customer support, while
providing better collaboration and disparate system integration. In the past, this
level of functionality was too expensive for small to mid-size companies and
required IT support. Hosted solutions make this level of functionality affordable,
easy to use, and simple to deploy.

"Current approaches are often too vague-only asking "how likely are you to buy these
products again or patronize us again? They don't get into why's," according
to Scheer.

Commence Corporation ( is a leading provider of Customer
Relationship Management solutions. The company's products are designed to provide
growing businesses with flexible solutions that leverage the Web to offer an
integrated platform for managing sales execution and customer service. Commence
supports several thousand customers through a worldwide distribution network, with
outlets in North and South America, Europe and Asia.

Commence Corporation
Larry Caretsky

Web Site:

Contact Details: Commence Corporation
200 Tornillo Way
Suite 200
Tinton Falls, NJ 07712

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