The resulting information mosaic is then used to create and automate a variety of processes that identify, and describe, valuable customers. Most important, these processes help you personalize new and ongoing interactions to cost-effectively acquire, stay close to, and retain these "good" customers.
Put another way, there are good customers and not-so-good customers. Can you tell them apart? What will it take to keep the good ones good (or make them better) — and how can you get more of them? Can you improve the not-so-good ones — and is it worth the effort? Now apply these principles automatically, to your entire customer base and prospect pool, as your business and the market evolve over time. That is CRM.
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