Serving Others through Customer Relationship Management

By York Galland

As a supporter of the Boy Scouts of America, I often think about the organization’s tenets and how they apply to life beyond scouting. One tenet in particular, that of Serving Others, seems relevant to the work I do through Innovative Matrix, the customer relationship management (CRM) service my brother and I founded and now run.

At its core, CRM provides businesses with a system for demonstrating to customers how much they are valued. In the days before the Internet and globalization, most business owners could handle CRM on their own by chatting with customers who came through the door. Today, though, technology allows us to conduct most of our transactions without ever seeing one another.

By implementing a CRM system like the ones offered by Innovative Matrix, companies can, as the Boy Scouts suggest, “do a good turn daily” for their customers. CRM systems allow sales and marketing representatives to address small concerns and problems before they grow, helping employees at all companies give their customers the kind of attention they might receive at the corner store. Of course, the Internet has changed the way customers behave as much as it has changed businesses.

The new “social customer” might blog, tweet, or post about a retail experience that was particularly good or bad, thus spreading the message to potentially thousands of friends or followers. CRM systems that incorporate social media can help companies reach out to vocal consumers and even participate in the conversation about their products or services. More importantly, though, a company with an effective CRM system can leverage the information it gleans through social media to better serve its customers.

About York Galland

York Galland and his brother Adam founded Innovative Matrix with the goal of improving existing retail technology through CRM. Galland splits his time between Provo, Utah, and Laguna Beach, California.

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About yorkgalland

As Chief Executive Officer of US Sports, LLC in Provo, Utah, York Galland commands a global health and fitness product firm with offices in the United States and China. Since November 2008, York Galland has proven an integral member of US Sports, LLC, directing the entire range of company operations in his role as CEO. Under York Galland’s stewardship, US Sports, LLC has enjoyed unprecedented expansion and increased visibility through partnerships with several American and international sports legends, including NBA all-stars Josh Smith, Tracy McGrady, and Dennis Scott. At US Sports, LLC, York Galland has employed a number of successful strategies to sell and market its Adult Protein, Power Protein, and Power Burn health products. Prior to his position with US Sports, LLC, York Galland served as Chief Executive Officer for the Kingsley Management Corp in Provo, Utah. From May 1996 to June 2009, York Galland performed as a key player on the executive team at Kingsley Management Corp, where he oversaw the efficient management of his firm’s low-income properties and mobile home communities. During his time with Kingsley Management Corp, York Galland assisted in company growth, with operations in 8 states and an employment roster in excess of 200 individuals. Accomplishing various objectives throughout the course of his tenure at Kingsley Management Corp, York Galland positioned the firm as one of the industry leaders in affordable, low-income property management. York Galland launched his career as a business executive upon completion of his M.B.A. at the Provo, Utah-based Marriott School of Management (Brigham Young University). Finishing at the top of his graduate class, York Galland demonstrated his proficiency as a student and future business executive. York Galland also earned his B.A. in English in 1994 from Brigham Young University, where he took undergraduate coursework in business management and literature.