APICS Exam CSCP Topic 4 Question 114 Discussion

Customer Relationship Management (CRM) focuses on maintaining and enhancing relationships with customers, particularly those who have been profitable over time. By targeting these profitable customers for greater attention, a company can further deepen customer loyalty, enhance satisfaction, and potentially increase their lifetime value. This can include personalized services, special offers, and proactive communication. This approach ensures that the most valuable customers feel appreciated and are less likely to switch to competitors. Reference:

'Customer Relationship Management: Concept, Strategy, and Tools' by V. Kumar and Werner Reinartz

'The CRM Handbook: A Business Guide to Customer Relationship Management' by Jill Dych