“The key is to set realistic customer expectations and then not just meet them, but exceed them – preferably in unexpected and helpful ways.” Richard Branson, founder of Virgin Group Customer Relationship Management (CRM) is a critical and often overlooked business strategy for developing customer loyalty and driving long-term success. CRM is more than just during and after-sales service to your customers. It starts at the very beginning of the incorporation of your business values. It also involves how you manage and analyse customer interactions and data throughout the customer lifecycle. Why Customer Relationship Management? The primary goal of CRM is to improve customer service relationships, solidify customer retention, and boost sales growth. CRM systems compile data from a range of different communication channels, including but not limited to a company’s website, telephone, email, live chat, marketing materials and social media. They allow businesses to learn more about their target…