COMM 310 Chapter 6: Chapter 6.docx
Document Summary
Crm as a business strategy: crm is a strategy that an organization must embrace on an enterprise level, helps an organization identify customers and design specific marketing campaigns for each customer (increasing customer spending) Value an org. must track how recently a customer purchased items, how frequently a customer purchases items, & how much a customer spends on each purchase. Marketing and operational crm companies are trying to sell one customer as many products as possible: crm systems allow gathering & analyzing customer data to deploy successful marketing campaigns. 3 primary operational crm systems a marketing department can implement to increase customer satisfaction are: Sales and operational crm sales reps struggle with overwhelming amount of customer account data they are required to maintain. Implementing in manageable pieces, avoid the big bang approach organizations needs. Supplier relationship management- focuses on keeping suppliers satisfied by evaluating & categorizing suppliers for different projects, optimizes supplier selection.
