Today, competition for products and services is fierce. Consumers have hundreds of shopping options, thanks to the Internet. If you don’t like what your local mall has to offer, go online and order from anywhere in the world. With so much competition, businesses must pour their money into creating loyal customers. This concept is called Customer Relationship Management (CRM).
- Dunkin Donuts
- Pick one of these businesses and assess its customer relationship (CRM) strategy. How does this business measure quality? How does the business measure customer satisfaction? What do you think the business can do in order to improve its CRM strategy?
- Using the same business, how is it going about creating customer loyalty? Examine what strategies the company is currently using to entice customer loyalty. How effective do you think its current strategy is at creating and maintaining its customer’s loyalty? If you could change one item about its loyalty program what would it be?