23/05/2010 Sales Management Terms Paper | Sarah Broussard |

ESCEM | Study of the CRM (customer relationship management) at Sephora |

INTRODUCTION
Like we saw it in sales management class, the customer relationship management is one challenge among other of the sales force management challenges in the 21st century. The customer relationship management consists in knowing how to target, to attract and to keep the good customers and represent a determining factor of the success of the company. To build and to develop relations with its customers is a challenge, particularly when the company possesses thousands (even millions) of customers who communicate with this one of multiple manners. To arrive at a satisfactory result, the management systems of customer relationship management have to allow the persons in charge of company to understand better their customers to adapt and personalize their products or their services. He also has to allow the various departments of the company to collaborate through the sharing of information concerning any interaction with the customer.
It is in the middle of 1990s when is advanced one of the central concepts of the customer relationship and one of its main interests for the company: the considerable profitability generated by a long term relationship. The development of customer loyalty and the future income which he can so generate are put in perspective in a financial and accounting optics. The notion of " lifetime value " develops who allows to define the forward value of a customer all the time that is maintained his relation with the company.
On a market more and more competitive, perfume shops bet on new selling points arrangements, the referencing of exclusive brands to distinguish itself from the offer of the competitors, and the development of a wide range of beauty services to the clientele. That’s why, with a good customer relationship management in the sector of beauty distribution can make the