RMG 200 Chapter Notes - Chapter 14: Data Warehouse, Call Centre, Customer Service
24 Feb 2018
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Chapter 14 | building customer loyalty: customer relationship management and service strategies. Some cues that customers use to assess these service characteristics are the following: reliability. Accuracy of billing, meeting promised delivery dates: assurance (trust). Personalized service, receipts of notes and emails, recognition by name: responsiveness. Share of wallet - the percentage of total purchases made by a customer in a store. Customer loyalty, the objective of crm, is more than having customers make repeat visits to a retailer and being satisfied with their experiences and the merchandise they purchased. Customer loyalty to a retailer means that customers are committed to purchasing merchandise and services from the retailer and will resist the activities of competitors attempting to attract their patronage. They have a bond with the retailer, and the bond is based on more than a positive feeling about the retailer. Crm is an iterative process that turns customer data into customer loyalty through four activities:
