Kingspan and Relationship Marketing

Paper Summary:

The paper focuses on Kingspan's customer relationship marketing (CRM) strategy and the company's new online ordering service. The paper looks at the use of benchmarking practices in satisfying customers' expectations. The paper also discusses how a good CRM strategy will employ customer segmentation at its root and tailor services according to customer needs.

Outline:
Introduction
Discussion
Conclusion

From the Paper:

" It has been discovered that technology has grown very quickly in the business world. With this growth in technology, numerous people have been able to compete within the industry. For example, the typical companies are not the only ones that are fighting for the market. Kingspan has created an online ordering service for customers, which has increased sales and profits. It seems the company had decided to create a CRM strategy in order to compete with the competitors. A CRM strategy should analyze customer segments and make the appropriate determinations on whether each segment is profitable for their business and how to affect the purchase patterns of the segment so the business can experience the profitable attributes of CRM; loyalty purchasing, cross selling, up selling, etc. Direct Mail fits perfectly into the customer communication strategy for customer segmentation."

Sample of Sources Used:

• "Relationship Marketing" accessed December 23, 2007 http://www.rmarketing.com/Default.aspx?p=default&sub=none
• 2008. "Relationship Marketing" accessed December 23, 2007 http://www.crm2day.com/relationship_marketing/
• 2008.. "Mid-Size Companies Achieve Higher ROI in Numerous Marketing Performance Metrics Using Customer Analytics" accessed December 23, 2007 http://www.crm2day.com/library/50496.php
• 2008. "CRM Without Compromise: A Strategy for profitable growth" accessed December 23, 2007 http://www.crm2day.com/library/50495.php
• 2008. "How Does The C2 eCitizen Solution Support And Increase Citizen Satisfaction?" http://www.crm2day.com/library/50488.php

More papers on Kingspan and Relationship Marketing:

• Case Study # 114890 : "Microsoft and Relationship Marketing"
• Essay # 72467 : "Relationship Marketing"
• Term Paper # 129959 : "Relationship Marketing and the Customer Factor"

APA Citation:

MLA Citation: