“Craft” is an acronym for Corporate Responsibility, Accountability, Fairness and Transparency. These are the guiding principles within our culture and the fundamental principles of good governance. Additionally, we at Craft Strategies rely heavily on the guiding principles of Relationship Management to develop and maintain long term, functional and rewarding customer engagements. Through our culture and our actions, we strive to earn the right to be considered by our clients as their trusted advisors and strategic partners.

Industry leaders are now addressing how to transform their approach from a traditional Customer Relations Management to Relationship Management (RM). Narrow functionally-based traditional marketing is being replaced by a new form of cross functional marketing - RM. The traditional approach to marketing has been increasingly questioned in recent years. This approach emphasized management of the key marketing mix elements such as product, price, promotion and place within the functional context of the marketing department.

The new RM approach is broader in scope and reflects the need to create an integrated cross-functional focus on marketing - one which emphasizes keeping, as well as winning customers. Thus the focus has shifting from customer acquisition to customer retention and ensuring the appropriate amounts of time, money and managerial resources are directed at both of these key tasks.

Relationship Management is Craft Strategies’ methodology, as well as the art, of maintaining a functional association among multiple individuals or parties. Relationship Management is based upon 5 principles, as follows:

• Cultural Alignment: Proactive culture that is fearless, flexible, agile, and enthusiastic about maintaining a fair relationship and achieving the company's goals for the common good.
• Communications: Maintain open, honest, multi-dimensional communication program that will reinforce positive behavior and healthy relationships consistent with the cultures of the stake holders and business needs of the organization(s).
• Establishment of Mutual Goals: Develop a clear vision that reflects the mutual goals of all stakeholders.
• Planning: Design comprehensive business plans with sufficient detail for assigning clear responsibility.
• Controls: Implement controls to measure progress and hold individuals accountable.

We at Craft take pride in our culture and will apply these RM principles to our relationship with you and your company. You will find that well managed relationships provide the greatest return-on-investment. We look forward to serving you.

Sincerely,

Chief Executive Officer
Craft Strategies, LLC