Customer relationships and lifetime management
Customer relationships and lifetime management
The chapter considers the sales organization’s responses to increasing customer demands. Proactive customer management is required throughout the customer’s interaction with the organization. Keeping existing customers is arguably more profitable and less costly than finding and developing new ones, but the right customers to invest in have to be identified and they need constant attention to grow. An allied topic is customer relationship management (CRM) and its central role in creating value for customers, as sellers move away from transactional selling to longer-term, more profitable relationships with buyers. Sales are creating closer relationships with intermediaries and we discuss the nature of relationship quality and how it can lead to customer trust, commitment, and loyalty. However, not all customers require relationships with their suppliers and we look at the importance of customer portfolio management.
Keywords: customer selection, customer segmentation, customer value, customer relationships, CRM
Oxford Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.
Please, subscribe or login to access full text content.
If you think you should have access to this title, please contact your librarian.
To troubleshoot, please check our FAQs , and if you can't find the answer there, please contact us .
