A discussion of customer relationship marketing (CRM) strategies in reference to the Kingspan company.
Written in 2008; 1,978 words; 10 sources; APA; $ 62.95
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."
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