Studying the Changing Customer Relationship Management Practices for Consumer Packaged Goods: An Empirical Investigation
Posted: 21 Jan 2009
Date Written: January 21, 2009
Customer Relationship Management enables companies to provide excellent real-time customer service by developing a relationship with each valued customer through effective use of individual account information.
2. A better appeal to customers needs better products,better communicability and consistency in customer interfaces. By putting the 'custom' backin the customers, these companies can target their customers better and can deliver persuasive information and promotions more effectively.
3. In the constantly changing world CRM practices may need several changes to ensure better functionality of data, creating a unique and consistent approach to deal with customers, etc.
This paper explores through primary data, how CRM practices in this context needs to be changed in order to get sustainable competitive advantage.
Keywords: CRM, Consumer Packaged Goods, Loyalty
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