MARK468 Lecture Notes - Lecture 14: Personalization, Walmart, Ikea
13 Jul 2018
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Chapter 14 - customer relationship management and service. Strategies reliability - accuracy of billing, meeting promised devilry dates. 1: assurance (trust) - guarantees and warranties, return policy, empathy - personalized service, receipts of notes and e-mails, recognition by name. Customer loyalty committed to purchasing merchandise and services from a retailer resist efforts of competitors to attract the loyal customer emotional attachment to retailer: personal attention, memorable positive experiences, brand building communications programs. Overview of the crm process collecting customer data analyzing the customer data and identify target customers developing crm programs implementing crm programs. 2: consent - must have consent for collection, use, or disclosure. 5: accuracy - info needs to be accurate and up-to-date, safeguard security - responsible for protecting data, openness - make privacy policies public. 9: challenging compliance - need to have formal inquiry and complaint-handing procedures individual access - make customer"s personal information available upon request.
