Tutorial Question

Customer Relationship Management: Customer Satisfaction, Customer Loyalty and

Firm Profitability.

The ultimate goal of any organization is goal attainment utilizing efficient and effective
programs and processes. Customer relationship management is a vital component to
firm success. Essentially, the key to success for any organization is to identify, attain,
satisfy and retain customers that contribute to their bottom line. Inevitably, this takes
place in a competitive environment.

1. How can an effective Customer Relationship Management program be used to

identify, satisfy and retain customers?

2. Customer satisfaction is closely related to customer loyalty and customer

retention. How might an organization improve customer satisfaction in order to
build greater customer loyalty? What does it mean to say that an organization is
customer-centric?

3. What has been your experience with customer loyalty? For example, based on
your experience are customers today more or less loyal than they have been in the
past? What factors contribute to customer loyalty? Give an example of customer
loyalty or alternatively situations where customers have demonstrated very little
loyalty.