Managing Customers Relationship
Readings:
https://2012books.lardbucket.org/books/online-marketing-essentials/s20-02-why-electronic-customer-relati.html
https://www.destinationcrm.com/Articles/Columns-Departments/The-Tipping-Point/Is-Your-CRM-System-Social-Media-Friendly-104071.aspx
https://learn.umuc.edu/d2l/le/content/165747/viewContent/7317665/View (WILL provide log in details)
Question:
Finding Value in CRM (CUSTOMERS RELATIONSHIP MANAGEMENT)
Actions for Finding Value in CRM
For managers, CRM is a dual edged sword. On the one had an effective CRM program is essential to identifying, obtaining, and retaining the most profitable customers. It is the link between the firm and its customers. On the other hand, CRM is a cost center. That is, the infrastructure, personnel, and programs that are used for this purpose must be accomplished at the lowest possible cost relative to the optimal level of service.
Given this situation, discuss how you would balance the cost of the CRM program for your organization with the benefits it provides in terms of increased sales, higher profit levels and more satisfied customers.