Page 15 - PR Communication Age MAY 2016

Today, significant job opportunities make retention a chal- 2. To create within the customer:-
lenge. External surveys indicate that compensation is no
longer the primary driver of employer satisfaction. Global
opportunities, training, and development and a clear and
defined growth path and work-life balance are some of the
key drivers of employee satisfaction.
We need to practice these features through direct em-
ployee -engagement programs. Early exits and frequent
movement from one organization to other may meet their
short term aspirations but are likely to have a negative im-
pact on the long term growth needs of the career.
Today's youth treat jobs like an intermediate ladder to get
to some place well. However, when recruiting, if the
candidate's resume reflects constant switching, it is ignored
if the vacancy is for lower level, for the simple reason or
logic that at that level, the requirement is bulk.
However, the higher you get up the ladder; stability is the
prime importance, simply because senior positions are far
more difficult to fill in. As for employee retention, normally
the reputed organizations give out various incentives to
make the employees feel pampered. Even for the senior
position holders also it is better to compromise and not to
switch too often for a more stable future.
6.2.12. Building relationship for a sound mind:
Proverb says, "A sound mind in a sound body should be the
motto of every individual." So fitness of your body is equally
important to maintain vivid & live relationship within your
team. With the worry our dieticians are showing these days,
chances are many of your co-workers will have more-than-
ideal waistlines and are constantly tempted picking up the
phone and ordering pizza. Get together and launch fitness
group (i.e. going for the work out in Gymnasium or walking
after work) - it keeps everyone on track.
7. Conclusion:
To sum up the discussion we may conclude that the basic
objectives of Customer Relationship Management (CRM)
are -
1. To revitalize your system - considering the important
aspect like:-
a. The most important goal is to create & keep the
customers;
b. Not to sell products / services - help customers to
buy (as People love to buy - hate to be sold).
a. Good feeling;
b. Solution to problem (precisely the problem means
the difference between what the customers want
& what they have).
3. To fulfill the need of serving the right touch to estab-
lish relationship as the provider of the service / goods,
you need to:-
a. Act the way you feel & you will feel the way you
act;
b. Never tell customers your problems;
c. Don't ask "How are you?" - Say, " Nice to meet
you"
d. Remember the eternal fact - "The customers only
buy for their own reasons & justifications/ needs
but not for others.
e. Ensure that customer get the values of money.
f. Use problem solving approach - pay attention to
the customer then the goods/services provided.
g. Have a good body language, good dressing, and
good communication.
4. The customers will buy much more when they appreci-
ate that you're:-
a. Point to boost customer image - as you need to
open emotional account with your customer;
b. Recognizing & praising people;
c. Recognized by your appearance - using hair dye &
looking young;
d. Use humor- when people laugh they listen more;
e. For creating long-lasting & self sustaining customer
relationship we need to:
i. Be reliable - consistent performance is what
customer wants from any organization;
ii. Be credible - if the customer buys the prod-
uct, he/she wants to be safe and guaranteed;
iii. Be attractive - at least improvement in body
language;
iv. Be responsive - accessible, available and will-
ing to help customer whenever the customer
has a problem; and
v. Be empathic- to be in customer's shoes and
grasp his point of view. 
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