Strategies for Managing Client Relationships In Small Businesses
Abstract
This study investigates the development of customer relationship management (CRM) strategies tailored for small businesses, focusing on fostering long-term customer loyalty and enhancing service quality. While the retention of existing clients and the attraction of new ones are crucial for small enterprises, achieving this requires well-designed, multifaceted strategies. Through comparative analysis and literature review, the research identifies four core dimensions essential to CRM success in small firms: (1) building customer trust through product quality, service, and pricing; (2) implementing material incentives such as promotions, discounts, loyalty programs, and cashback systems; (3) using non-material incentives, including emotional engagement, social responsibility, and gamification; and (4) optimizing communication via both mass media and direct channels, incorporating omnichannel approaches. The study highlights the importance of aligning company objectives with client expectations to sustain competitive advantage and customer satisfaction. Additionally, the paper emphasizes the role of CRM software in automating customer interactions, improving decision-making, and delivering personalized service. By structuring these strategies into an actionable framework, small businesses can strengthen customer relationships, improve retention rates, and increase profitability, even in highly competitive markets. The findings provide practical implications for entrepreneurs, managers, and policymakers aiming to enhance small business performance through strategic customer relationship management.
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