Customer management has become a crucial aspect of any successful organization. It involves the strategic planning, implementation, and analysis of various practices aimed at building and nurturing strong relationships with customers.

What is customer management and how is it different from CRM? What’s the benefit of a customer management strategy? What are the best strategies that exist?

In this article, we will explore the definition of customer management, explain how it differs from customer relationship management (CRM), highlight the benefits it offers, and provide you with the top 10 strategies to optimize customer management in your business.

What Is Customer Management?

Customer management refers to the systematic approach companies take to organize, analyze, and improve their interactions with customers throughout their entire lifecycle. It revolves around understanding customers’ needs, preferences, and behaviors to deliver exceptional experiences that drive customer loyalty and advocacy.

Customer management is a critical aspect of running a successful business. More than just acquiring new customers, it focuses on building long-term relationships and fostering customer loyalty.

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By understanding the needs and preferences of customers, you can tailor their products, services, and interactions to meet and exceed customer expectations.

But customer management also extends beyond the transactional aspect of the client relationship. It involves actively seeking and responding to feedback, whether through surveys, social media listening, or other channels… Which isn’t sales or marketing, but much more a job for support. By actively engaging with your clients and addressing their concerns, you can build trust and loyalty, ultimately leading to long-term satisfaction and advocacy.

Several components get involved in the strategy.

Customer segmentation

One key component of customer management is customer segmentation. Companies divide their customer base into different groups looking at various characteristics, such as demographics, purchase history, or behavior. This segmentation allows businesses to create targeted marketing campaigns, personalized offers, and customized experiences for each segment. 

Customer feedback

Another important aspect of customer management is customer feedback and engagement. Companies actively seek feedback from their customers through surveys, reviews, and social media interactions. This feedback helps companies understand how they are performing and identify areas for improvement. 

Relationship Management

It also involves effective communication and relationship building. Companies use various channels, such as email, phone, and social media, to stay connected with their customers. Regular communication helps companies stay top-of-mind and allows them to provide relevant updates, promotions, and client service. Building strong relationships with customers is essential for long-term success, as loyal customers are more likely to refer others and become brand advocates.

Effective customer management is not limited to the sales and marketing departments but extends to every customer-facing function within the organization, including customer service, product development, and operations.

In conclusion, customer management is a comprehensive approach that encompasses various aspects of a business. It involves understanding customer needs, segmenting the customer base, actively seeking feedback, building relationships, and involving multiple departments within an organization. 

Customer Management and CRM: How Is It Different?

While customer management and customer relationship management (CRM) are often used interchangeably, there is a subtle difference between the two. CRM is a software solution that supports the processes involved in managing customer relationships.

On the other hand, customer management is a broader concept that encompasses both the strategic approach and the use of CRM software. Customer management is the overarching framework that guides companies in implementing CRM and other customer-centric practices effectively.

Customer management goes beyond the mere use of CRM software. It involves a comprehensive understanding of the customer journey, from the initial contact to post-purchase stage. This strategic approach focuses on building long-term relationships with customers by providing personalized experiences and meeting their evolving needs.

Companies need to gather and analyze data from various touchpoints to gain information into customer preferences, purchase patterns, and satisfaction levels. This information helps you tailor your products, services, and marketing efforts to meet the specific needs and desires of your customers. This level of information can be achieved with a CRM solution, with the objective of improving your customer management overall.

Another key aspect to explore: customer management also involves aligning all departments within an organization towards a customer-centric approach. It requires breaking down silos and fostering collaboration among sales, marketing, customer service, and other teams.

By sharing customer outputs and feedback across departments, companies can ensure a consistent and seamless customer experience throughout the entire customer journey. This also goes with a CRM tool.

In addition to CRM software, customer management may involve the use of other tools and techniques.

In summary, while CRM is a vital component of customer management, it is important to understand that customer management encompasses a broader strategic approach. It involves understanding customer behavior, aligning departments towards a customer-centric approach, employing segmentation strategies, implementing loyalty programs, and actively seeking customer feedback.

By adopting a comprehensive customer management framework, you can effectively implement CRM software and other customer-centric practices to build strong and lasting relationships.

What Are the Benefits of Customer Management?

Implementing effective customer management practices offers numerous benefits for a company.

Improve CLV

Firstly, it helps companies build strong relationships with their customers, leading to increased loyalty and higher customer lifetime value. By understanding their needs and preferences, organizations can tailor their products and services to meet customers’ expectations more effectively.

This customer-centric approach fosters brand advocacy and positive word-of-mouth, attracting new customers while retaining existing ones.

Get leads and client data

Moreover, it also enables your company to gather valuable customer information or leads data through data analysis. By leveraging customer data, organizations can identify patterns, trends, and areas for improvement in their customer experience journey.

It’s also a way to check on your sales leads database performance, looking at the conversion rate for example.

Manage needs, pain points and feedback

Additionally, customer management plays a crucial role in proactively identifying and addressing customer issues. In today’s competitive market, customer satisfaction is paramount.

By actively listening to customer feedback and promptly resolving any concerns, companies can build trust and loyalty, positioning themselves as reliable partners in the eyes of their customers.

This not only ensures customer satisfaction but also minimizes churn, as customers are more likely to stay with a company that values their opinions and takes action to address their needs.

Improve process and organization

Furthermore, effective customer management can also lead to increased operational efficiency. By streamlining customer interactions and implementing automated processes, organizations can reduce manual errors and improve response times.

In conclusion, customer management offers a wide range of benefits. From building strong relationships and gathering valuable insights to proactively addressing customer issues and improving operational efficiency, effective customer management is essential for long-term success in today’s competitive market.

How Does the Customer Management Funnel Work?

The Customer Management Funnel is a visualization of the journey customers take from being unaware of a product or service to becoming loyal advocates. It allows businesses to understand and optimize each stage of the customer experience. Here’s a step-by-step breakdown:

  1. Awareness: In this initial stage, systems are employed to introduce potential leads to your product or service. Techniques like SEO, content marketing, and digital advertising help put your brand on the map.
  2. Interest: As awareness grows, potential customers will seek out more information about what you offer. Businesses respond by delivering valuable content, showcasing features that solve problems, and establishing trust.
  3. Consideration: Now, prospects actively contemplate your offerings against competitors. It’s crucial to provide detailed outputs, from product demos to case studies, ensuring they see the unique benefits you bring.
  4. Intent: Here, the leads are on the brink of conversion. They might engage more with your online platform, adding products to carts or signing up for trials. Personalized communication and analytics can identify and cater to their specific interests, ensuring they move to the next stage.
  5. Conversion: At this stage, prospects make the decision to purchase. Therefore, i’s essential to have an intuitive system in place that guides them smoothly through the buying process, leaving no room for hesitation.
  6. Retention: Post-purchase, the journey continues. To keep these new customers engaged and returning for more, businesses will track their interactions, preferences, and feedback. This continuous engagement ensures that customers remain satisfied and see the continued value in your offerings.
  7. Advocacy: In the final stage, satisfied customers become champions for your brand. By utilizing analytics to monitor and reward their advocacy efforts, businesses can encourage and amplify positive word-of-mouth, turning customers into invaluable brand ambassadors.

Top 10 Customer Management Strategies

To optimize your customer management efforts, consider implementing the following strategies:

  1. Developing a customer-centric culture: Foster a company-wide commitment to delivering exceptional customer experiences. Train your employees to prioritize customer satisfaction in all interactions.
  2. Segmenting your customers: Divide your customer base into distinct groups with the same characteristics, needs, and behaviors. This allows for personalized communication and targeted marketing efforts.
  3. Implementing a CRM system: Leverage a robust CRM software solution to centralize customer data, streamline processes, and enhance customer relationship management.
  4. Use live chat for customer service: Invest in building long-term relationships with your customers through regular communication, personalized offers, and outstanding customer chat.
  5. Monitoring customer feedback: Actively listen to customer feedback through surveys, social media monitoring, and customer service interactions. Use this feedback to identify areas for improvement and enhance the overall customer experience.
  6. Encouraging customer advocacy: Implement referral programs, encourage customers to leave reviews, and leverage testimonials to drive positive word-of-mouth marketing.
  7. Implementing SMS marketing: Upgrade your communication methods to offer the best process to your existing clients and those to come.
  8. Utilizing automation and AI: Explore the use of automation and artificial intelligence technologies to streamline processes, personalize communication, and improve efficiency in customer management.
  9. Use push notifications: Ensure consistency and continuity across all customer touchpoints, whether it be through online channels, social media, or any other smartphone interaction.
  10. Building specific landing pages: Regularly analyze customer data, key performance indicators, and customer journey metrics to identify opportunities for improvement and drive action.

Let’s explain each one of these strategies and detail.

1. Developing a customer-centric culture

A customer-centric culture is not just a business strategy; it’s a mindset that should permeate every corner of your organization. By dedicating your company to delivering superior customer experiences, you set the foundation for long-term success and sustainability.

Firstly, commitment starts at the top. Leadership must be the torchbearers, demonstrating the significance of placing the customer at the heart of all business operations. When leaders show genuine care and enthusiasm for customer satisfaction, it trickles down and becomes ingrained in the company’s DNA.

Training is crucial. Equip your employees with the right skills and tools to excel in their roles, emphasizing the importance of customer satisfaction in every interaction. Whether it’s a sales call, a post-purchase chat, or a face-to-face meeting, each touchpoint should leave the customer feeling valued and heard.

Moreover, open channels of communication. Encourage feedback from both customers and staff. A customer-centric company actively listens, learns, and iterates.

2. Segmenting your client base

One-size-fits-all strategies are fast becoming obsolete. Enter customer segmentation: a method that segments your audience into distinct clusters thanks to various criteria, paving the way for more tailored and effective outreach.

Segmentation operates on a simple premise. By understanding the unique characteristics, needs, and behaviors of different customer groups, you can craft specific messages and campaigns that resonate more deeply with each segment.

How does one go about this?

  1. Characteristic-Based Segmentation: Group customers with demographics like age, gender, and location. For instance, a cosmetics brand might create different marketing campaigns for teenagers versus mature adults.
  2. Needs-Based Segmentation: Identify the distinct needs of different customer groups. A software company might segment its audience into casual users, power users, and businesses.
  3. Behavioral Segmentation: Divide your audience looking at their interactions with your brand. This could mean segmenting users who frequently purchase, occasional browsers, or even those who’ve abandoned carts.
  4. Value Segmentation: Group customers on their lifetime value or potential value to your business. Prioritizing high-value clients can yield significant returns.

The beauty of segmentation is its adaptability. Modern tools and analytics allow you to combine multiple segmentation criteria for even more refined targeting.

The outcome? Enhanced communication that speaks directly to the customer’s needs and desires, leading to improved engagement, loyalty, and ultimately, better ROI for your marketing efforts.

3. Implementing a CRM solution

In the digital age, where businesses vie for customer attention, a well-implemented Customer Relationship Management (CRM) system can be your competitive edge. This powerful tool does more than just store contact information; it transforms how you interact, understand, and serve your customer base.

Here’s why a CRM system is indispensable:

  1. Centralization of Data: Gone are the days of scattered spreadsheets and disjointed databases. With CRM, all customer information – from contact details to purchase history – is stored in one unified platform. This ensures every team member has a holistic view of the customer, leading to better informed decisions.
  2. Streamlined Processes: Efficiency is the name of the game. CRM automates routine tasks, from logging communications to scheduling follow-ups, freeing up time for more strategic initiatives.
  3. Enhanced Customer Interaction: With a 360-degree view of each customer, you can craft more personalized interactions. Be it marketing campaigns tailored to individual preferences or client tickets that account for past interactions, CRM ensures every touchpoint is meaningful.
  4. Data-Driven Insights: CRM platforms are equipped with analytical tools that can uncover patterns and trends in customer behavior. 
  5. Collaboration Boost: With centralized data, teams across departments can collaborate more effectively. Whether it’s sales handing off a lead to customer support or marketing coordinating with product development, a CRM fosters synergy.
  6. Scalability: As your business grows, so do your CRM needs. Modern CRM systems are designed to adapt, ensuring you’re always equipped to manage increasing customer demands.

In essence, implementing a CRM system is not just a technological upgrade; it’s a strategic investment.

4. Implementing a Live Chat Service

Remember that nowadays, customers seek immediate, real-time responses. Here’s where live chat shines, bridging the gap between you and your clientele, and offering instant communication that’s both efficient and personal.

Benefits of integrating live chat for customer service:

  1. Instant Gratification: With live chat, customers don’t have to endure long hold times on calls or wait hours for email responses. They get answers on the spot, enhancing their overall experience.
  2. Personalized Interactions: Live chat allows agents to access customer histories, helping them tailor conversations to individual needs and preferences, adding a personal touch to digital communication.
  3. Sales and Support Synergy: Beyond mere problem-solving, live chat can be a potent sales tool. Agents can suggest products, offer promotions, or upsell based on the conversation, turning support chats into sales opportunities.
  4. Cost-Efficient: Handling multiple chat windows simultaneously means agents can assist more customers in less time, reducing operational costs compared to traditional phone support.
  5. Feedback Collection: Post-chat surveys give useful information into customer satisfaction and areas of improvement, helping you refine your service strategies.
  6. Around-the-Clock Availability: With the option to integrate chatbots, a company can ensure customers are attended to, even outside regular business hours. These bots can handle basic queries and gather information for human agents to tackle more complex issues later.
  7. Building Trust: A readily available chat option signals to customers that the business is accessible and ready to assist. This accessibility fosters trust, crucial for long-term loyalty.

You can even integrate your CRM into your Live Chat Bot solution, which allows you to check on the history of each one of your conversations.

To truly harness the power of live chat, ensure regular training for agents, invest in quality software with robust features, and always prioritize customer satisfaction.

5. Monitoring customer feedback

It provides a direct line into the heart of what your clientele thinks, feels, and expects. By actively listening and acting on this feedback, organizations can evolve, adapt, and thrive.

Here’s how to effectively monitor and leverage customer feedback:

  1. Surveys: Deploy post-purchase or post-interaction surveys to gather structured feedback. Tools like Net Promoter Score (NPS) can gauge customer loyalty, while open-ended questions can uncover deeper insights.
  2. Social Media Monitoring: With customers frequently airing their views on platforms like Twitter, Facebook, and Instagram, set up alerts or use tools to track mentions of your brand, responding to both praises and grievances.
  3. Customer Support Interactions: Record and analyze interactions, whether they’re through calls, emails, or chats. These touchpoints often contain candid feedback, crucial for understanding pain points and areas of delight.
  4. Feedback Aggregation: Use platforms that collate feedback from various sources, giving a comprehensive view of customer sentiment.
  5. Act on Feedback: Listening is just the first step. The real value lies in implementing changes based on feedback. Regularly review feedback trends, identify common issues, and strategize solutions.
  6. Open Communication Channels: Encourage customers to share their thoughts by creating accessible feedback channels. This could be through a dedicated feedback form on your website, community forums, or even periodic feedback sessions.
  7. Acknowledge and Thank: Always acknowledge feedback, even if it’s critical. A simple ‘thank you’ can go a long way in showing customers that their voice matters.
  8. Feedback-Driven Culture: Foster a company culture that values feedback. Make it a regular agenda in team meetings and decision-making processes.

6. Encouraging Customer Advocacy

In the digital era, authentic customer endorsement is a powerful marketing tool. By fostering customer advocacy, you can drive organic growth and fortify brand reputation.

  1. Referral Programs: Incentivize your loyal customers to introduce your brand to others. Offering rewards for successful referrals can motivate them to spread the word.
  2. Reviews and Ratings: Encourage satisfied customers to leave reviews on platforms relevant to your industry. Positive reviews can significantly influence potential customers.
  3. Testimonials: Showcase genuine testimonials on your website or marketing materials. A candid account of a customer’s positive experience can instill trust and persuade prospects.

7. SMS marketing

SMS marketing provides a direct and immediate line of communication with clients. By integrating this into your marketing arsenal, you not only upgrade your communication methods but also offer an optimal experience for both existing and potential clients.

  1. Help in Real-Time: SMS allows you to offer instant help to customers, answering queries or resolving issues swiftly.
  2. Free Up Resources: With automated SMS campaigns, you can free up valuable resources, focusing on other crucial aspects of customer service.
  3. Learn from Feedback: Through SMS surveys or feedback requests, you can learn directly from your clients about their needs and preferences.
  4. Cloud Integration: Utilizing cloud solutions for SMS marketing ensures data consistency, scalability, and easy access from anywhere.

Thanks to SMS marketing, businesses can craft personalized, timely, and efficient communication strategies that resonate with their audience.

8. Utilizing automation and AI

As technology evolves, businesses are presented with opportunities to reimagine how they operate. Automation and artificial intelligence (AI) stand at the forefront of this revolution, offering transformative solutions for customer management.

  1. Streamlined Processes: Automation tools can handle repetitive tasks, ensuring consistency and freeing up time for more strategic endeavors.
  2. Personalized Communication: AI can analyze vast amounts of data to tailor interactions, ensuring customers receive messages relevant to their preferences and behaviors.
  3. Improved Efficiency: By integrating AI into customer support, businesses can offer real-time solutions with chatbots, ensuring inquiries are addressed promptly.
  4. Data-Driven Insights: AI can sift through large datasets, uncovering patterns and trends that can guide strategy and decision-making.

Harnessing the capabilities of automation and AI can drastically elevate the customer experience, making interactions more personalized, efficient, and insightful.

9. Push notifications

Since customer attention is fragmented across multiple channels, push notifications act as a bridge, linking businesses directly to their audience’s smartphones.

  1. Consistency in Messaging: Push notifications maintain a uniform message across all channels, ensuring that promotions, updates, or alerts are timely and consistent.
  2. Immediate Engagement: With a simple tap, users can engage with the content, be it on online platforms, social media, or other digital avenues.
  3. Personalized Interactions: Tailored notifications that focus on user behavior and preferences can enhance engagement and foster deeper connections.
  4. Enhanced Continuity: By using push notifications, businesses ensure that customer journeys, from browsing to purchasing, are smooth and uninterrupted.

Incorporating push notifications into a marketing strategy can significantly boost engagement, retention, and conversion, ensuring them remain front and center in their customers’ digital world.

10. Building landing pages

landing pages play a pivotal role in capturing and converting traffic. But the key to their success lies in precision and personalization.

  1. Data-Driven Decisions: By analyzing customer data, businesses can pinpoint what resonates with their audience, ensuring that landing pages cater to specific interests and needs.
  2. Monitor KPIs: Regularly tracking key performance indicators, like bounce rate and conversion rate, provides insights into the page’s effectiveness and areas for enhancement.
  3. Customer Journey Insights: Understanding the paths customers take before landing on the page can inform content, design, and calls to action, making the experience more seamless and relevant.
  4. Iterative Improvement: Continuous analysis allows for real-time adjustments, ensuring landing pages remain optimized for the ever-evolving customer preferences and market trends.

Crafting tailored landing pages backed by data ensures not only higher engagement but also more meaningful interactions, turning visitors into loyal customers.


In conclusion, customer management is an ongoing process that requires continuous evaluation and optimization.

By prioritizing customer-centricity and investing in effective customer management practices, businesses can position themselves for success in a highly competitive marketplace.

By adopting our top 10 customer management strategies mentioned above and leveraging technology effectively, organizations can build stronger relationships with their customers, improve customer satisfaction, and drive business growth.