Customer-service management : a case in a multi-national company
Oh, Poh Cheng
Date of Issue2003
School of Mechanical and Aerospace Engineering
The approach of customer relationship management is to enhance the selected group of customers’ experience with a company’s products and services through retention of these customers.The strategy is employed to win the mind-share of customers and translate that into long-term profitability of the company through repeated product ownership, recommendations or services. By using this strategy and approach, customers will have the tendencies to stay longer with the company through subsequent product or service repurchases and will recommend the company’s products and services to others.
Nanyang Technological University