The purpose of relationship management applications is to
A) extend social marketing effectiveness.
B) reduce accounts receivable.
C) advertise promotions in a timely way.
D) get new customers.
E) maximize the value of the existing customer base.

Question

Quizplus · Accepted Answer

The purpose of relationship management applications is to maximize the value of the existing customer base by cultivating and strengthening relationships with customers, increasing retention rates, and encouraging repeat business. While relationship management applications may contribute to social marketing effectiveness and timely advertisement of promotions, these outcomes are secondary to the primary goal of retaining and growing the existing customer base. Relationship management applications are not usually designed specifically to reduce accounts receivable or acquire new customers.

The Purpose of Relationship Management Applications Is to