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Customer Relationship Management Strategies: the Case of Apple and IBM.
Pages 9 (2259 words)
Customer relations management is a business operation models that has gained significant application in modern businesses. CRM models define the relationship between a company and its customers in certain economic conditions.
Thus, successful businesses have effective CRM. The CRM strategies define the relationship or the interface between a company and its customers. The levels of customers’ satisfaction in most companies have declined due to emphasis on products and brands. This paper will therefore analyze CRM strategies in relation to IBM and Apple Company. Introduction A sufficient customer base is the most significant asset of any organization. Sustaining a sufficient customer base requires business organizations to device strategies that enhance customer’s relationship with the business organization. Customer relation management CRM is the concise implementation of strategies that are aimed at enhancing customer’s loyalty, satisfaction and advocacy at a considerable cost to the business organization. Although building and sustaining customer relation has remained critical to businesses, the level of customer satisfaction in the American market has dropped constantly since 1994. This is according to the customer satisfaction index that was compiled by the University of Michigan. This decline indicates a fault in various organization strategies or a change of priorities among consumers. The dynamic nature of people’s culture also explains the deteriorating levels of customer satisfaction in American market. The modern market is experiencing a constant but steady evolution. ...
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