Page 351 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Customer Relationship Management

Notes Post-purchase eCRM Features
Dandan found the presence of FAQs very useful in case she is searching for some
information. She said if she needs an answer to a question, she will first search FAQs and
if she could not found her desired information then she will write an email. Neither did
she ever make any complaint on the travel website nor did she find any kind of such
feature over the websites for lodging any kind of complain against the company. She said
she can writer an email to company in case she has to complain. But when asked what if
you found this feature on travel websites then she replied that she can use this feature as
well. She acknowledges that she did not face any kind of problem ever from the travel
website and she does not know whether there is any ‘problem solving’ features on travel
websites or not. In case she has to resolve any problem for example ‘change of tickets’ or
cancellation of tickets, she will try to find such feature over the website or will send them
an e-mail to the company. But Dandan believes that it is better if websites provide such
kind of feature so that she could immediately change or cancel her ticket in future. She said
that she never used ‘order tracking’ because she got an e-ticket immediately in her e-mail.
She further answered a question and said that if she loses her email or e-ticket in any case
she can contact the company for getting another ticket and it should not be difficult. But
when asked what if you found this feature on website she replied that she can use this
facility as well. Dandan never gave ‘feedback’ to the travel company. She said that she will
give feedback only in case of her bad experience in future and therefore she said it is better
if websites provide this feature.
Questions

1. Analyse the case and present your observations.
2. How do you think, has the advancement in CRM helped Dandan in gaining
satisfaction?

Source: http://epubl.ltu.se/1653-0187/2008/042/LTU-PB-EX-08042-SE.pdf

13.2 Summary

 The recent trend of globalisation and liberalization has posed serious problems to domestic
banks.
 The entry of new foreign banks and private sector banks with their advanced knowledge
base of automation in the banking operations and aggressive marketing strategies has
pushed public sector banks to a tight corner.
 Potential customers have started moving towards foreign banks and private sector banks.
To survive and succeed, banks must identify their marketing areas, develop adequate
resources, convert these resources into healthy and efficient services and distribute them
effectively satisfying the manifold tastes of customers.
 The domain of customer relationship management extends into many areas of marketing
and strategic decisions. Its recent prominence is facilitated by the convergence of several
other paradigms of marketing and by corporate initiatives that have developed around
the theme of cooperation and the collaboration of organizational units and their
stakeholders, including customers.
 CRM refers to a conceptually broad phenomenon of business activity, and if the
phenomenon of cooperation and collaboration with customers becomes the dominant
paradigm of marketing practice and research, CRM has the potential to emerge as the
predominant perspective of marketing.

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