The Challenges of Adopting Customer Centric Processes

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There is increased attention being paid to the management of the customer relationship through tools such as CRM. By considering the relationship as part of a business process it may be perceived as an extension of the value chain or the supply chain and a potential source of value. The paper, writer as a research project presents an introduction and justification of the study, followed by an in-depth literature review examining both CRM as well as the way that customer relationship models are developing; this is followed by primary research based in data supplied by the student to assess the impact of customer orientated approaches in firm performance. Eighty sources are cited in the bibliography of this one hundred page paper.