Customer involvement management
Encyclopedia
Customer Involvement Management, CIM, is an approach that takes the customer orientation one step further than Customer Relationship Management
. CIM is about identifying and developing possibilities to involve customers in the business and product development process, such as design, marketing, sales, customer service, etc. The degree of involvement can be as far as to make the customer a part of the product, experience and delivery.
Within CIM the product is regarded to be a subset in what meets the customer's need of identification, problem solving and consumption. The possibility to influence the design and the consumption itself is assumed to be of great importance for the customers buying decision and loyalty.
One example of a company that uses CIM is Nike
. With the concept NikeiD
they let the customers design their own sport shoes.
More recently companies have started to build Web portals, in order to involve their customer in the idea generation, selection, development and commercialization phase of their innovation process .
Customer relationship management
Customer relationship management is a widely implemented strategy for managing a company’s interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing,...
. CIM is about identifying and developing possibilities to involve customers in the business and product development process, such as design, marketing, sales, customer service, etc. The degree of involvement can be as far as to make the customer a part of the product, experience and delivery.
Within CIM the product is regarded to be a subset in what meets the customer's need of identification, problem solving and consumption. The possibility to influence the design and the consumption itself is assumed to be of great importance for the customers buying decision and loyalty.
One example of a company that uses CIM is Nike
Nike, Inc.
Nike, Inc. is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, which is part of the Portland metropolitan area...
. With the concept NikeiD
NIKEiD
NIKEiD is a service provided by Nike allowing customers to personalize and design their own Nike merchandise. They offer online services as well as physical NIKEiD studios in different countries around the world, including: United Kingdom, France, Spain, Germany, China and the USA.- Description...
they let the customers design their own sport shoes.
More recently companies have started to build Web portals, in order to involve their customer in the idea generation, selection, development and commercialization phase of their innovation process .