mg serviciilor case study

Jun 21st, 2015
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Andrews University
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Walter Sullivan, the founder of Sullivan Ford Auto World, had died four weeks earlier at the age of 56 of a sudden heart attack. Since no one Is handling the company, the bank had asked Carol Sullivan-Diaz to temporarily handle the position of general manager of the dealership.

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DIMENSIONS AND EFFECT ON CUSTOMER OUTCOMESThe Four Dimensions of CRM ImplementationsFocusing on Key CustomersA customer-focused structure, culture, policy, and reward sys- tem should permeate any organization that strives to imple- ment CRM successfully (Ryals and Knox 2001; Sheth, Sisodia, and Sharma 2000). All interactions with key customers, who are often identified by lifetime value computations, must fully reflect this company-wide CRM focus (Jain and Singh 2002; Schmid and Weber 1998). The ultimate goal is to achieve deep customer relationships through which the seller organi- zation becomes indispensable to its most profitable custom- ers (Vandermerwe 2004). Equipped with company-wide understanding and internal support for key customer relation- ships, the sales force generally is better enabled and motivated to cultivate long-term customer relationships by offering more personalized products and services (Armstrong and Kotler 2003, p. 514; Srinivasan, Anderson, and Ponnavolu 2002Organizing Around CRMWith a strong focus on key customers deeply embedded throughout its CRM system, the entire company should be organized around cultivating these valuable relationships. The organizational structure needs to be flexible and, if necessary, reconstructed to generate customer-centric values (Homburg, Workman, and Jensen 2000) and improve coordination of customer-focused, cross-functional teams (Brown 2000; Homburg, Workman, and Jensen 2000; Sheth and Sisodia 2002

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