CRM vs IRM

09 Feb, 2011

Customer Relationship Management (CRM) is one of the most important skills in the Marketing field.

The CRM model you find below will give you a brief idea what it is all about:

Essentially, businesses seek for growth and development. In order to attain that, what should the marketing department do? The ultimate goal for implementing CRM is to acquire new clients. Once you get those accounts on board, you nurture and retain them as you extend the customer relationship. Meanwhile, entice former clients back into the fold and reduce the costs of marketing and client service.

Can we alter the CRM model into an IRM model? What the heck is IRM?

I sort of made that up. It is Intimate Relationship Management, hence IRM.

After a couple of twist and tweaking, I came up with the following model:

Essentially, we expect relationships to grow and be sustainable. How? Good IRM allows both parties to maintain the mutual attraction, then preserve and prolong the relationship for the best of both worlds.

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