Which of the following actions typically would be the first step in implementing the philosophy of customer relationship management?
Correct Answer: A
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.
References
* 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.