December 2022
Intermediate to advanced
452 pages
14h 39m
English
Content preview from Customer Relationship Management, 1st Edition by Pearson
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Part IV
Operational CRM
The topic of operational CRM is the contact cycle. The contact cycle is initiated with the target group, new customers are welcomed in, initial contacts are followed up and the dialogue between customer and supplier is expanded upon. Communication takes place via different channels, and at different times and locations. The relationship strategy which has been designed is implemented through a learning dialogue in which both parties learn from one another continuously and make use of the knowledge gained. Problems are spotted and solved and customers who threaten to leave the organisation are won back, if this is both possible and desirable.
Operational CRM forms a substantial part of the CRM system. The CMAT model, which ...
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