Customer Relationship Management

Customer Relationship Management

Customer Relationship Management (CRM) is a term used to describe the many tools, methodologies, and activities involved in managing relationships with customers. CRM encompasses a variety of tools (i.e., databases, software, and internet capabilities) used to help an organization manage customer relationships in an organized way.  For example, an organization might build a database about its customers that describe relationships in sufficient detail so that management, service providers, and perhaps the customer directly could access information, match needs with product/service offerings, remind customers of service requirements, and know what other products or services a customer has purchased/utilized.  In addition to tools, CRM encompasses a variety of methodologies and activities used to help an organization manage customer relationships.  Common activities associated with most of the methodologies include customer segmentation, customer satisfaction assessment, needs assessment, and climate assessment.

ORS has implemented many tools, methodologies, and activities towards development of a comprehensive CRM system by gaining a basic understanding of its customers: who are ORS/ORF service providers' customer groups or segments (customer segmentation), what products/services do these customers acquire from ORS/ORF (ORS/ORF product/service descriptions by service group), are they satisfied with what is provided (customer satisfaction), and what services would they like that currently are not offered (needs assessment).  In addition, ORS has conducted a variety of climate assessments to ensure that the right policies, practices, and procedures are in place to support customer satisfaction.

OQM is assisting product and service providers throughout ORS with gathering customer information. The data provide the basis for determining the value ORS provides to customers, how to improve product/service delivery, how to improve underlying business processes, which policies, practices, and procedures need clarification, and ultimately how to increase customer satisfaction and best satisfy customer needs.

OQM has sponsored a variety of Customer Assessment Projects for NIH since 2001.

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