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Unformatted text preview: ProFile 1 UNIT 9 The customer CRM – CUSTOMER RELATIONSHIP MARKETING Relationship marketing is all to do with making sure that the customer remains a customer. Magazines, special offers, loyalty cards, vouchers, and gifts are some of the tools that can be used to engage them in an ongoing dialogue. While this is nothing new, CRM takes the retention of customers to a higher, much more organized level. This has been helped enormously by the development of databases which can store information about customers’ needs. The storage of information about customers gathered via loyalty cards is known as ‘data-wareho...
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This note was uploaded on 12/12/2010 for the course RBS BCN taught by Professor Dekoe during the Spring '10 term at Rotterdam Business School.

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