You need to select an appropriate organisation from the potential sectors/organisations and investigate the overall Customer Relationship Management (CRM) strategy of the organisation. This investigation should include relevant components of CRM including aspects of consumer behaviour, segmentation, tactics for acquisition, retention and development, application of technologies, channel strategies and consistency, communications and other relevant organisational issues regarding structure or management.
The report should address the following major areas in detail, in addition to any other areas that you consider relevant to the organisation and its CRM. The following questions serve as a guide and may not be relevant to all organisations.
The question belongs to Marketing and it is a report on Customer Relationship Management. The report addresses the CRM strategy of an organization which includes areas such as aspects of consumer behaviour, consumer segmentation, tactics for acquisition, retention and application of technologies and channel strategies. The organization chosen here is Qantas Airlines and its CRM strategy has been reported in detail.
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