ABSTRACT
Positive cash flow is very important to sustain daily operations, and positive customer relationship management (CRM) is vital to sustain long-term and strategic operations. In understanding CRM Lean practitioners must begin to deconstruct what it is that encompasses CRM. Lean begins and continues with the voice of the customer. Applying Lean principles to CRM is more critical to businesses in today’s economic environment. Poor customer service violates many of the foundation principles associated with Lean. Poor customer service creates waste, as the firm needs to expend resources to correct deficiencies. The CRM system must be able to collect the information vital in helping to improve a problem. The Lean CRM and business strategy must be aligned to gain maximum benefits and efficiencies. Developing the business strategy is a primary responsibility of the executive team. There are many very good CRM systems available to help firms manage the CRM process and grow business.
