Companies that successfully implement customer relationship management (CRM) tend to:
A)use an undifferentiated targeting strategy.
B)customize the goods and services offered to their customers.
C)assume that customers have similar needs that can be met with a common marketing mix.
D)minimize the use of database technology.

Question

Quizplus · Accepted Answer

Companies that successfully implement CRM tend to customize the goods and services offered to their customers based on their individual needs and preferences. This requires a deep understanding of the customer and effective use of customer data, which is facilitated through CRM systems and database technology. The use of an undifferentiated targeting strategy (A) and assuming that customers have similar needs (C) are not effective approaches for building strong, personalized relationships with customers. Minimizing the use of database technology (D) would hinder the ability to gather and analyze customer data needed for effective CRM.

Companies That Successfully Implement Customer Relationship Management (CRM) Tend To