CRM is about customer value creation. Company objective is not to generate maximum revenue from customer transaction, but rather to build lasting relationship with customer. Building customer relationship is creating the process, which could help customer to create value for them selves. The advantage of CRM is the company responsibilities are not only creating the product base on price, but also to help customers to create value for themselves.
CRM sees the product as a process. The transaction between producer and customer is become, how to deliver company competence into customer value creation. This mean company could differentiate value creation to build customer relationship.
Company as a provider is not enough to satisfied customer need, but also responsible to build relationship by creating customer possibilities to create value for themselves.
It is important for the company to understand its knowledge of how customers create value for themselves. It is easier for the company to evaluate how it can support the customer with the competence it has. Without understanding of value creation, it is difficult for the company to develop a good relationship, which brings good value for customer and company.
