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Written Assignment – Customer Relationship Management: Customer Satisfaction, Customer Loyalty
and Firm Profitability
Papers should be 3-4 pages in length, double-spaced. Do not attach a cover page, but you do need to
include a reference list. Use headers to separate major themes or topics. Respond fully. Give
examples when appropriate. Be sure to provide your own perspective on each of the questions rather
than reiterate from the textbook.
The ultimate goal of any organization is goal attainment utilizing efficient and effective programs and
processes. Customer relationship management is a vital component to firm success. Essentially, they
key to success for any organization is to identify, attain, satisfy and retain customers that contribute to
their bottom line. Inevitably, this takes place in a competitive environment.
Based on the readings for this week, respond to the following questions:
How can an effective Customer Relationship Management program be used to identify, retain, satisfy
and retain customers?
Customer satisfaction is closely related to customer loyalty and customer retention. How might an
organization improve customer satisfaction in order to build greater customer loyalty? What does it
mean to say that an organization is customer-centric?
What has been your experience with customer loyalty? For example, based on your experience are
customers today more or less loyal than they have been in the past? What factors contribute to
customer loyalty? Give an example of customer loyalty or alternatively situations where customers
have demonstrated very little loyalty.