33:799:301 Lecture Notes - Lecture 11: Customer Relationship Management, Customer Service, Relationship Marketing

• School: Rutgers University
• Department: Supply Chain Management
• Course: 33:799:301
• Professor: A Taitt

Document Summary

Customer relationship management (crm) is the transformation of these of the people, process, and technology required to become a customer centric organization. It involves acquiring, retaining and partnering with selective customers to create superior value for both the company and the customer. It provides a means and a method to enhance the experience of individual customers so that they will remain customers for life. Crm is about building and maintaining profitable long term customer relationships beyond one-off buy and sell transactions. Delivering products and services in a manner resulting in high levels of customer satisfaction. Building a system to satisfy those requirements. A successful crm program is both simple and complex: It is simple in that it involves training users within the company to make customers feel valued. Loyal customers are the source of most profits and a relatively small percentage of those customers may generate most of the profits for the company.