
214 6.4 The CRM planning phase
where it did not exist before. Ultimately, customer-centric organizations
build customer loyalty, a customer response characteristic that leads to
higher profitability. There are several ways organizations can categorize
customers by their “value.” Tracking revenues, cost, and profitability is
not the only way to assess customer value. Another, more advanced
method of evaluating customer value is by assessing their value potential,
which has been defined as the willingness of customers to participate in
the creation of products and services, sharing with them information and
other resources and sharing control over the ...