These days, customer service means more than good manners reinforced with a smile. Whole new levels of effort and specificity are being demanded of business employees when their customers are involved. Known as customer relationship management (CRM) and one-to-one marketing, personalization has become the watchword among businesses large and small across all sectors of the economy.

CRM involves three basic steps:

• Identifying the customer.

• Learning about the customer.

• Serving the customer.

It’s one thing to identify a loyal customer; it’s another to cultivate that loyalty. To do this, you have to know your customers; knowledge is power.

CRM must become part of the business culture. It cannot simply be installed; it has to be adopted. Sometimes, though, a deeply felt commitment to customers isn’t enough. Technology is relied upon to give marketers greater access to, and knowledge of, their customers than ever before.