Which of the following actions typically would be the first step in implementing the philosophy of customer relationship management?
A. Creating a customer-centric organization
B. Developing a map of the customer segments
C. Documenting the objectives for implementation
D. Selecting an information technology solution
Answer: A
Explanation:
Implementing customer relationship management (CRM) begins with establishing a customer-centric culture within the organization.
The steps involved are:
Creating a Customer-Centric Organization: This step involves shifting the company’s focus to prioritize customer needs and preferences. It requires aligning the company’s mission, values, and strategies around customer satisfaction and engagement.
Developing a Map of the Customer Segments: Once the organization is customer-centric, it can then identify and segment its customer base to better understand different needs and tailor approaches accordingly.
Documenting the Objectives for Implementation: Clear objectives must be set to guide the CRM implementation process. These objectives ensure that all efforts are aligned and measurable. Selecting an Information Technology Solution: The final step is choosing the right technology to support CRM activities. This includes selecting software that can manage customer data, track interactions, and provide insights for continuous improvement.
Reference: Payne, A., & Frow, P. (2005). A Strategic Framework for Customer Relationship Management. Journal of Marketing, 69(4), 167-176.
Buttle, F. (2009). Customer Relationship Management: Concepts and Technologies. Routledge.
Latest CSCP Dumps Valid Version with 510 Q&As
Latest And Valid Q&A | Instant Download | Once Fail, Full Refund