文档介绍：Techniques Introduction
Bill Jackson needs a mortgage to buy a new
Customer relationship house. After some shopping around, he
decides to do business with pany that
leadership: a leadership has also been handling his primary credit card
and motivation model – one of the largest banks in the country.
While filling out his application and speaking
for the twenty-first with a customer service representative from
century business the pany, he mentions that he
has a credit card from the same bank. Bill’s
ten-year relationship with the bank has
Jeremy Galbreath and absolutely no effect in cutting down the
Tom Rogers paperwork. Essentially, Bill Jackson was a
brand new customer to the mortgage officer—
he had no credit history with the bank. The
mortgage division of the bank did not know
Mr Jackson from the man in the moon.
The authors
Mr Jackson receives the mortgage but after
Jeremy Galbreath is a Senior Business Strategist and
a few months he realizes that he needs to
Principle Research Advisor in Lucent Care
extend his credit card limit. After notifying
Professional anization.
the bank of his need, Bill receives a letter
Tom Rogers is a Senior Consultant at JohnstonWells
informing him he must send in a copy of a
Public Relations – Denver, Colorado’s largest PR firm.
recent paycheck stub or a letter from his boss
indicating his salary. Slightly tweaked, Bill
Keywords
promptly calls to remind the bank that all of
Customer loyalty, Customer orientation,
his personal information resides in the mort-
Customer satisfaction, Leadership, Mass customization
gage department’puters. The bank’s
response? “I’m sorry, it doesn’t work like
Abstract
that”. Bill asks, “Why not?” The service
Customer relationship management, or CRM, is a new
representative responds, “The mortgage
management concept – a new approach – to managing
department uses a puter system
customers. CRM is about the management of tec