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A customer-managed relationship (CMR) is a relationship in which a business uses a methodology, software, and perhaps Internet capability to encourage the customer to control access to information and ordering. CMR can be viewed as an alternative to or as a possible approach to include in CRM (customer relationship management).
According to one industry view, there are three aspects of
CMR. The first is that customers should own their own information
including their profile, transaction history, and any inferred information such
as marital history and even behavior. The second aspect is that customers should
have access to this information across all departments. The third aspect is that
the entire system should be designed with the customer's needs and feelings
having priority or equal weight to the company's needs and desires. CMR allows
a customer to define how they communicate with the company, what services or
products they will purchase, and how they will pay for them. CMR is an attempt
by enterprises to change with the times by addressing customer demand for more control.
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Last updated on: Mar 06, 2007
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