Service management and marketing customer management in service competition pdf
Service Management and Marketing: Customer Management in Service Competition by Christian GrönroosThe system can't perform the operation now. Try again later. Citations per year. Duplicate citations. The following articles are merged in Scholar.
Service Management and Marketing: Customer Management in Service Competition (3rd ed.)
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Customer relationship management CRM is an approach to manage a company's interaction with current and potential customers. It uses data analysis about customers' history with a company to improve business relationships with customers, specifically focusing on customer retention and ultimately driving sales growth. One important aspect of the CRM approach is the systems of CRM that compile data from a range of different communication channels, including a company's website, telephone, email, live chat, marketing materials and more recently, social media. The concept of customer relationship management started in the early s, when customer satisfaction was evaluated using annual surveys or by front-line asking. In , Kate and Robert D. Kestnbaum introduced the concept of Database marketing , namely applying statistical methods to analyze and gather customer data. The trend was followed by numerous companies and independent developers trying to maximize leads' potential, including Tom Siebel , who designed the first CRM product Siebel Systems in
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You are currently using the site but have requested a page in the site. Would you like to change to the site? Christian Gronroos. His innovative thinking and writing in this book offer fresh insights on this timely topic. In this new edition he recognizes the dramatic changes in the perception of service that are in the making.