In this exercise, you will evaluate the potential benefits and limitations of customer relationship management, usually known as CRM. Below you will find a list of statements and you need to indicate the degree that you agree or disagree with them.
ACTIVITY/TASK
- The main purpose of CRM programs is to build relationships with ALL customers.
- All CRM programs should include a loyalty program.
- In reality, most customers DON’T want a relationship with the firms they deal with.
- CRM is a popular marketing issue because a high percentage of firms have experienced success with these programs.
- Successful CRM programs need the support of sophisticated IT software.
- In theory, all organizations would be able to benefit by introducing some form of a CRM program.
- An efficient CRM program should be able to create customer relationships very quickly.
- Retail loyalty programs have been widely adopted in many countries due to their efficiency in creating loyal customers.
- The increase of online marketing activities reduces the need for CRM programs.
- The success of CRM programs are heavily dependent upon the quality of the firm’s sales and service staff.
QUESTIONS
- Start this exercise by highlighting which statements you agree/disagree with
- Given your response in Q1, what is your general perception of customer relationship management programs?
- Therefore, how would you define CRM?
- What sort of firms to you think have successfully implemented CRM strategies?
- Are there firms to do not use CRM or have had unsuccessful experiences with these programs?
