The goal of customer relationship management is to
A)manage every customer relationship differently.
B)manage every customer relationship to maximize short-term profitability.
C)eliminate customers who are profitable, but not highly profitable.
D)identify and build loyalty among a firm's most valued customers.
E)generate relationships with competitors' customers.

Question

Quizplus · Accepted Answer

The goal of customer relationship management (CRM) is to identify and build loyalty among a firm's most valued customers. This includes developing strategies to enhance customer satisfaction and increasing the likelihood that they will continue to do business with the company. CRM focuses on long-term profitability and building strong, sustainable relationships with key customers, rather than just maximizing short-term profits or targeting high-profit customers exclusively. Eliminating profitable customers who are not highly profitable goes against the goal of building strong relationships and long-term loyalty. Generating relationships with competitors' customers is not the primary focus of CRM.

The Goal of Customer Relationship Management Is to