CREATING INNOVATIVE CUSTOMER INNOVATIVE CUSTOMER INTERCEPT THROUGH DIRECT MAIL CD/ROM CAMPAIGN FOR AN ENTREPRENEURIAL SMALL FIRM

Customer Relationship Management (CRM) are buzz words that question how the firm fosters a  ‘360-degree review’ of the customer lifecycle?   Thus, the goal of this study is to provide a synopsis of an innovative CRM concept, using a CD/ROM direct mail campaign to assist a small business develop a process to effectively communicate with its customer. A practitioner-oriented model is developed that depicts the CRM process of using multiple communication channels, building loyalty, and customer retention tactics to foster the customer experience. 

Publication: 
Small Business Institute Research Review
Author: 
Chaudhry, Peggy E.; Pertzsch-Cottrell, Kathryn
Document Type: 
Research
Paywall: 
Free

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