The paper considers the role of customer relationship management (CRM) in financial services delivery examining the features of customer relationships in e-business and the ways of creating shareholder value through traditional CRM and Internet CRM. Financial costs and managerial issues of CRM are considered.
The paper reports on the British Company X, a provider of services to companies in reducing their carbon emissions. The company's current situation and marketing activities are described outlining their quality techniques to improve customer service solutions.
The paper assesses the customer management approach of Wyeth Ltd examining the changes that have been undertaken to address the shortcomings of their customer management on business-to-customer and business-to-business levels. The use of marketing tools in CRM is analysed reviewing marketing theory and discussing three firms used to benchmark the customer management activities of Wyeth Ltd.
The paper examines the customer-centred approach know as customer centrality (CC) in Nokia Corporation providing the company's background, describing their target audience, and conducting Marketing Mix and SERVQUAL analysis of their products and services.
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