Two views of CRM: the firm
It is at the end of the value chain (Porter 1985)
Activities needed to keep a product/service working for the buyer after it is sold and delivered
A linear process with three phases separated by time
Pre-transaction: organizational buy-in and preparation
Transaction: minimize time between ordering and receiving the product
Post-transaction: customer care
A set of activities a firm engages in to win and keep customers over and above assembly and sale activities
I. What is customer relationship management?
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