The DSC Business Networking Club recently hosted noted author and speaker Paul Greenberg to the Dalton State campus. Mr. Greenberg is an internationally known author and expert on Customer Relationship Management (CRM). His timely topic, "Retaining Customers in an Economic Downturn," was popular with members of the community and business students alike. Mr. Greenberg is the author of the popular press book "CRM at the Speed of Light."

The field of customer relationship management is a hot topic in current business research and the practice of engaging customers is an important practice for all businesses, particularly in today’s economy. CRM is learning what customers want from your business and sharing information with them, in a variety of formats. Done properly, customers are engaged and remain a customer. The by-product of retention and a future profit stream is an important one.

Effectively managing and retaining customers is key to both short-term and long term survival. Mr. Greenberg suggested customer partnerships center around communication, value and service. Communication can be via multiple methods but choose those most important to your customers whether it is via e-mail, on the popular facebook site or other social networking Internet sites, or even via face-to-face meetings with customers in a local coffee shop. Greenberg mentioned, though, that with the proliferation of direct mail advertisements, flyers, and circulars, consumers have become numb to "deals" offered via direct mail. Some customers even sort their "junk" mail over the trash can and never look at the advertisements so lower cost, more effective methods for reaching customers are preferred.

Economics is another key area and discounts may be necessary in today’s recession. Consumers want to do business with companies they trust and you may have to compromise on both sides of the business transaction and payments. Partner with your customers to find a solution to costs and outstanding payments. These customers will stay with you during a recession and beyond. Loyalty programs are important too. Just a quick note saying "thanks for sticking with us during these difficult times," can mean a lot to your customers and doesn’t cost much beyond your time to do. Calls to key customers may be important during our current recession.

Engaging customers in your business creates value. Via e-mail, send links to articles of interest or to blogs and podcasts that may be of interest to your customers. Start your own blog on the Internet about your business, company, and products. Starting a blog often costs less than $150 a year for hosting fees and updating is easy.

Customer service is important too. Can your employees give a discount and deal with customers right on the spot? If not, they should be able to. Make it easy for customers to have their problems solved. They’ll remember your company and the favorable solution.

Transparency or authenticity means a company is forthright in their actions. They create customer advocacy through truthfulness and offering information to customers. Share issues with your customers and tell the truth in all your communications.

Think like a customer and not a business or owner. Many business planners forget they too are customers in a variety of situations, yet in meetings and planning sessions they fail to put themselves in the customers’ shoes. What can you do to engage your customers more in your business? If you are a customer, what could a business do to offer you better service and improve your customer experience? CRM is exploring these issues now and for the future.

Dr. Marilyn Helms is the Sesquicentennial Endowed Professor of Management at Dalton State College and welcomes your comments at mhelms@daltonstate.edu or at 706-272-2600.