Marketing

19

Customer care andcustomer relationshipmanagement

19.1 Introduction

Key point

If employees are treated badly, they are more likely to treat customers badly; if they are treated well they are more likely to treat the firm’s customers well.

The whole area of customer care and customer relationship management (CRM) has evolved and developed substantially over the last 20 years. This is the focus of the last chapter of this book; however, the topic is also related to the subjects covered in Chapter 18 because so much of modern customer care and customer relationship management systems is Internet-based. The subject of totally integrated customer relationship management has itself evolved out of the earlier but related topic of relationship marketing. ...