The Customer Relations Management of Macys Inc Term Paper

The Customer Relations Management of Macys Inc - Term Paper Example Macy's 2nd key problem is how to increase the competitiveness of the company in order to win more customers who will patronize Macy’s products. And the 3rd major problem is how to evaluate whether or not the company is on the right track towards satisfying customers enough to maintain loyal customers and win new customers. Not all can be resolved by customer relations because product developments and technology also make a difference in customer decisions. This paper will focus on the roles of customer relations management as a vital means of achieving the desired objectives for shareholders, management, and employees, and for the customers of Macy’s. Value of CRM For Macy’s Inc., loyal customers have made the company an ongoing, lively, and rewarding organization of people and business systems since its start way back in 1858. Its founder, Rowland Hussey Macy, opened what used to be a dry goods store along #204-206 6th Avenue and also at the 14th Avenue. In 1862, his stores made what others saw as an innovation in a way to attract customers. He placed Santa Claus in his stores and advertised the message: â€Å"What do you want for Christmas?† (Macy’s Inc. 2012-A). The strategy reflected the value of customer relations over 150 years ago. It recognized that people valued the occasion of Christmas and celebrated it with gift giving to others. And importance was given to what people want for the special occasion. Furthermore, the message probed the public for what they wanted knowing people celebrate Christmas with buying what they need and want. Customer relations is about knowing what people value, what people want, and providing both in a pleasing way. Without such customer relations, how can the business compete with other similar stores with similar products? Without sales, owners will not earn profits. And soon, without profits to cover for expenses, the business is doomed to close in the absence of good customer relations that draw people to voluntarily see and appreciate products on sale.