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Number of Pages 16
This research paper: A 16 page paper discussing the value of customer relationship management; implementation; measurement; and evaluation. The bottom line in making the shift from traditional to customer-targeted marketing lies in focusing on customers' true needs – rather than those assumed by the organization – and then aligning business processes and products to serve the needs of the customer, rather than serving the needs of the company first. CRM provides the tools to identify and differentiate customers, and then measure the results of strategies intended to enhance customer value, customer profitability and customer retention. When done well, CRM creates a win-win scenario for both the organization and the customer. Bibliography lists 14 sources.
File: CC6_KSmktgCusFoc.rtf
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