Customers are treated badly. Not all customers. Not always. But many are and often. Some customers are bad. They treat firms badly. Firms have to react. Employees and customers endure the consequences. Such bad behaviours, by firms and customers, have consequences for perceptions of trust and fairness, for endorsements and referrals, for repeat purchasing and loyalty, and ultimately for a firmas profitability and RoI. The management of customer relationships is core to the success and even survival of the firm. As The Dark Side of CRM explores, this is an area fraught with difficulties, duplicitous practice and undesirable behaviours. These need acknowledging, mitigating and controlling. This book is the first of its kind to define these dark sides, exploring also how firms and policy-makers might address such behaviours and manage them successfully. With contributions from many of the leading exponents globally of CRM and understanding customers, The Dark Side of CRM is essential reading for students, researchers and practitioners interested in managing customers, relationship marketing and CRM, as well as social media and marketing strategy.Defining good and bad In this chapter, a#39;gooda#39; and a#39;bada#39; are defined mainly according to the suppliera#39;s objectives, rather than morally. ... For example, an illegal bad customer in general insurance may be one who a#39;expandsa#39; a claim (i.e. where the general claim is legitimate, but additional items ... Understanding this may be central to the process of product or service definition or marketing communications.
|Title||:||The Dark Side of CRM|
|Author||:||Bang Nguyen, Lyndon Simkin, Ana Isabel Canhoto|
|Publisher||:||Routledge - 2015-08-11|