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CRM: The customer isn't always right
Author(s) -
Bergeron Bryan
Publication year - 2002
Publication title -
journal of corporate accounting and finance
Language(s) - English
Resource type - Journals
eISSN - 1097-0053
pISSN - 1044-8136
DOI - 10.1002/jcaf.10120
Subject(s) - business , customer service , customer relationship management , marketing , customer to customer , customer advocacy , service (business) , mythology , customer retention , process (computing) , computer science , service quality , history , classics , operating system
Service companies believe two myths, says the author. One is that the customer is always right. And the secondis that anyone willing to part with his money should be treated as a valid customer. Instead, the author argues,successful companies target customers who fit their business model. They're embracing a process calledCustomer Relationship Management (CRM). © 2002 Wiley Periodicals, Inc.