Essence of CRM

I've read a lot of books and papers on CRM. All complicated theories on how to combine business strategies with analytical workflow applications, that are all focused on customer retention.

Today Kathy explained it to me in plain english and clear pictures. Just keep flirting with your existing customers, as much as you do with potential customers.

This isn't so much about software applications as it is about understanding and appreciation. We want to be understood as a new customer, when buy a product to fulfill a specific need. But we just as much want to be appreciated for being an existing customer. If a company can understand that and act on it, they are halfway in implementing successful CRM.