Customer Relationship Management Tools to Optimize Customer Satisfaction and Loyalty

Date of Award


Document Type

Capstone Project


Information & Comm Technology

Degree Name

Master of Applied Science


Info & Communications Technol


Louise Vaughn


CRM; Customer Experience Management; Customer Relationship Management; Customer Satisfaction; Customer Satisfaction Metrics; Electronic Customer Relationship Management; Loyalty; mCRM; Mobile Customer Relationship Management


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.

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