course hero exam 1 should a company try to delight the customer rater

Figure 1 demonstrates the relationship between customer touch points with front and back office operations. CRM integrates touch points around a common view of the customer (Eckerson and Watson, 2000). Often, these touch points are controlled by separate information systems. A company's touch points can include the Internet, e-mail, sales, direct mail, telemarketing operations, call centers, advertising, fax, pagers, stores, and kiosks. financial, operations, logistics and human resources) functions with the company's customer “touch points” (Fickel, 1999). sales, marketing and customer service) and back office (e.g. CRM technology applications link front office (e.g.

Some companies are competing effectively and winning this race through the implementation of relationship marketing principles using strategic and technology-based customer relationship management (CRM) applications. Many companies today are racing to re-establish their connections to new as well as existing customers to boost long-term customer loyalty. Customers lost their uniqueness, as they became an “account number” and shopkeepers lost track of their customers’ individual needs as the market became full of product and service options. However, the purchasing process that allowed the shopkeeper and customer to spend quality time getting to know each other was also fundamentally changed. Introduction In the mid-twentieth century, mass production techniques and mass marketing changed the competitive landscape by increasing product availability for consumers. Managing a successful CRM implementation requires an integrated and balanced approach to technology, process, and people.

Although a large portion of CRM is technology, viewing CRM as a technology-only solution is likely to fail.

However, successful implementation is elusive to many companies, mostly because they do not understand that CRM requires company-wide, cross-functional, customer-focused business process re-engineering. Companies that successfully implement CRM will reap the rewards in customer loyalty and long run profitability. CRM has evolved from advances in information technology and organizational changes in customer-centric processes. It is an integrated approach to managing relationships by focusing on customer retention and relationship development. Customer relationship management (CRM) is a combination of people, processes and technology that seeks to understand a company's customers.

Course hero exam 1 should a company try to delight the customer rater