Question 1: CEOs admit that more money, time, and organizational changes will be needed to make the required transition from product or channel driven structures and policies to an enterprise wide growth strategy which is truly customer centric. Most competitive customer acquisition and management comprises much more than just data mining.
Making extensive reference to theories, describe the developmental phases of customer acquisition and management processes for making a customer centric enterprise.
Question 2: I don’t believe we can achieve solid, genuine customer relationships on the basis of installing CRM systems. CRM technology, as with all technology, is a tool, an enabler. I believe that CRM and similar technologies are valuable if used in the context of a customer relationship strategy.
Source: Jim Barnes (2003)
Describe how far you agree or disagree with the statement made above.
Note: You might use the five foundation pillars for strategic customer care.
Question 3: By using, as basis, the article “The Right way to manage Unprofitable Customers” by Mittal, Darkees and Murshed (Year 2007), answer the given questions:
a) Divesting the unprofitable customers might seem the easy alternative. Describe why this strategy might not be totally advantageous to the organization?
b) To avoid the dangers of not just dumping customers the instant they become difficult, describe the five steps procedure recommended by the above authors to manage the unprofitable customers.