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Каталог модельной химии и принадлежностей.

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17 6387 CUSTOMER RELATION MANAGEMENT-V2_246x189mm 08/01/2015 16:30 Page 18 UNDERSTANDING CUSTOMER RELATIONSHIPS COMMERCIAL CONTEXTS OF CRM CRM is practised in a wide variety of commercial contexts, which present a range of different customer relationship management problems. We’ll consider four contexts: banks, automobile manufacturers, technology solution vendors and consumer goods manufacturers. • Banks deal with a large number of individual retail customers. They want CRM for its analytical capability to help them manage customer defection (churn) rates and to enhance cross-sell performance.

The bundle of papers would then be taken to a Post Office, where other forms would be completed, evidence presented and payment made. A call centre in Wales managed a large volume of calls to support car owners as they engaged this process. The DVLA re-engineered the process such that roadworthiness certificates were stored online and insurers allowed the DVLA access to sufficient data so that it could verify the insurance on each vehicle. Today, the about-to-lapse notification comes to the car owner, who can go online and enter the reference number from the notification; computer systems verify that the vehicle is insured and roadworthy, the owner is asked to pay online and the tax disc comes via the post in a few days.

And Rogers, M. (1998). Enterprise 1-to-1. London: Piatkus; Peppers, D. and Rogers, M. (1999). The 1-to-1 fieldbook. London: Piatkus; Peppers, D. and Rogers, M. (2000). The 1-to-1 manager. London: Piatkus; Peppers, D. and Rogers, M. (2001). One-to-one B2B: CRM strategies for the real economy. London: Piatkus; Peppers, D. and Rogers, M. (2004). Managing customer relationships: a strategic framework. Hoboken, NJ: John Wiley; Peppers, D. and Rogers, M. (2005). Return on customer: creating maximum value from your scarcest resource.

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AK Interactive 2013 by AK Interactive


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