Building Brand Equity through Perfect Customer Relationship Management

Brands are important tools attracting customers to purchase. The purpose of this article is to address how to build brand equity through CRM and customer service. CRM creates value for customers and firms. CRM increases customers´ brand awareness, brand association, brand loyalty. In addition, CRM implementation enhances a firm´s efficiency and also provides better goods and services for customers. To this end, CRM should be as one strategic action, and be put in company strategy level. Besides, retaining the best profitable customers and avoiding the bad customers is the center job of customer assorting and identifying. Finally, this article gives some managerial implications. The implementation tactics, for example, formulating a comprehensive CRM system, integrating the competitive reaction into CRM process, formally establishing the CRM project team, arranging strategic commitments and rewards, is stressed.