Customer Relationship Management Tools to Optimize Customer Satisfaction and Loyalty
Date of Award
11-20-2009
Document Type
Undergraduate Capstone Project
Degree Name
Master of Applied Science
Organizational Unit
University College, Informtaion and Communications Technology
Disciplines
Information & Comm Technology
First Advisor
Louise Vaughn
Keywords
CRM, Customer, Experience, Management, Relationship, Satisfaction, Metrics, Electronic, Loyalty, mCRM, Mobile
Abstract
Customer Relationship Management (CRM) tools are commonly in use today by corporations to track customer and sales lead data. The primary focus of many of these tools is information about the customer, tracking the content of customer contacts, managing sales leads and potential orders. While this data is critically important, these CRM tools could be expanded to include a suite of offerings which will enhance the customer relationship. As a key objective, customer satisfaction, in all phases of the customer relationship should be monitored through this suite of offerings. Incorporating marketing initiative tracking, project management tools, interactive feedback from the customer and continual satisfaction surveys into the CRM suite of tools would make the entirety of information about on-going customer relationships easily accessible.
Publication Statement
Copyright is held by the author. Permanently suppressed.
Recommended Citation
Leppitsch, Barbara, "Customer Relationship Management Tools to Optimize Customer Satisfaction and Loyalty" (2009). University College: Information and Communications Technology Capstones. 4.
https://digitalcommons.du.edu/ucol_ict/4