8
The relationship policy
The relationship policy is the last of the four building blocks of CRM. Now that we have discussed customer knowledge, the channels and the value proposition, we can examine the relationship policy in further detail: the manner in which the supplier’s relationship with the right customers and prospects may be further developed.
Step by step, this chapter will explore how this policy may be designed and implemented. We will begin on the aggregated level of the customer database, and move to the more planning-based development of the relationship with the individual customers over time. Along these lines, the first section will deal with the improvement in the quality and size of the customer database (Section 8.1). We ...
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