【文章內(nèi)容簡介】 e customer。 intensity and timing of the CRM decisions show when and how should the pany introduce different instruments。 programmes can last from one day to one week, or from three month to two years。 cooperation within the CRM programme sometimes the pany must cooperate with other partners from the distribution channel, mainly between producer and wholesaler and retail.5. Instruments of customer relationship management The munication policy plays an important role in the instruments mix. It follows two objectives: first, to build a permanent dialogue with the customer in order to stabilize or change its expectations, and second, to counteract influences after consumption. The main CRM instruments within the munication policy are: DirectMail is material distributed through the postal service to the recipients’ home or business address to promote a product or service. In CRM the mailed issue can vary from a simple letter to a catalogue, and its sending will always occur at a particular moment in customer’s life (birthday, invitation for an event). It must incorporate sticky gadgets to increase their chances of being opened and read。 Newsletters are distributed to customers for free and contain information about new products, offers for special events and others。 Fidelity cards (store cards) are an important tool in gathering information about customer behaviour. By accumulating points of fidelity, the customer can benefit from different special offers。 Clients club designates a concept which has grown in parallel with the fidelity cards. Its main forms are VIPClub, FanClub, ProductInterestClub, and LifestyleClub. The club represents an opportunity for the pany to make offers in accordance with the social status, acceptance, prestige and expectations of its customers。 Telemarketing allows panies to undertake marketing research and is highly measurable and accountable。 the number of positive and negative responses are easily recorded and monitored. It provides for interaction, is flexible and permits immediate feedback. Onlinemarketing includes many forms such as online advertising, online sales promotions, online direct marketing, online public relations, oneline personal selling. The medium used is the internet and the main instrument is the . Virtual promotions are cheaper than hard copy versions, but the challenge is to drive traffic to your pany’s Web site. Eventmarketing takes place in three main areas: the product (here, it focuses on increasing sales), the corporation (for developing a corporate body) and the munity (to make a difference in the life of the local munity) (Bruhn, 1999amp。 Fill, 2002). The price policy can be thought about in various ways when building a CRM programme: discounts for special customers, underselling or matching petitors, loyalty refunds, bundling items together and offering overall prices. Although price is not a measure of inherent value received, it is often used by customers as a benchmark, ignoring any other features or differences.Key factors in the product policy are the product itself, with quality, design, technical features, packaging and service management which includes lifelong warranty, price warranty or a customer telephone line. An active management in the distribution policy can focus on the customer or on the distribution channel. The producer evaluates the activity of the distribution partner and Customer relationship management intervenes when needed. The focus on the customers is realised through a Key Account Management which develops programmes for special customers.6. Customer relationship management in financial services Financial services differ from many other industries. This can be seen particularly in Romania, where 40 mercial banks fight for a population of 21 million citizens. They cover the whole spectrum of customers from individuals to partnerships, institutions, corporations and governments. As