PartTwoMarketAnalyzing.pptVIP

Part Eight: Customer Relationship management ( Chapter1) Customer relationship management (P.13) Customer relationship management (CRM) is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. Customer satisfaction (P.13) The extent to which a product’s perceived performance matches a buyer’s expectations. Customer perceived value (P.13) The difference between total customer value and total customer cost. A given customer’s feeling about the value that he (or she) got from the c