Customer Relationship Management

Customer Relationship ManagementNAMEPROFESSORSCHOOLQuestion 1AnswerFirst , Turban , Leidner , McLean and Wetherbe defined as an enterprisewide endeavour to film and withstand customers (2006 ,. 318 . As such , or CRM has rattling two parts : acquisition and retention of customers . I lead analyse the failures found in the Orbitz case study victimization these two parts of CRMIn the Orbitz case study , the author , David Sims , book tickets for a Istanbul to Washington D .C . flight for five . In doing so until the actual travel itself David Sims and his family was the subject of a real bad customer experience as a go out of several failures in Orbitz s . These failures are two legs (Washington-Atlanta and Atlanta-Milan ) were still unfinished instead of confirmed after the Sims paid for the tickets Orbitz didn t reply to the Sims graduation exercise , second , and third e-mail communicate about the pending status of the two legs Orbitz , when it finally responded to the Sims said that it didn t receive every prior inquiries from the Sims which the author said an outright lie Orbitz s , in its e-mail to the author assurance that the Sims can get their nooky assignment at the gate or check-in foreknow on the day of departure is not right-hand(a) decent to make up for the inconvenience the Sims had experience with the company s assistant so far the company also mentioned in the e-mail that it has reassigned the family s seat for the Boston-Washington leg of the trip which was neer one of the legs the family was inquiring about and the company blamed its failure to confirm the Washington-Atlanta and Atlanta-Milan legs at one of its partners - Alitalia (Sims 2006 .

Undoubtedly , Orbitz with the promises it made about its products and function managed to acquire the Sims as customers , but in the end , the way it carry out it service failed to retain themAll in all , the experience of David Sims and his family with Orbitz was a on how a company can insult , beat , patronise , stress and lose customers . As any good business knows , this shouldn t be the case . In a passing competitive world , the customer has firmly established its nonplus as king . The phrase `the customer is king has never been truer at this age . As Reichheld said Abusing customers this way destroys the early of a business (Morris , 2006 . So how can Orbitz have avoided such situation from happening ? What should it have done to make the Sims and its former(a) customers feel truly valued and cherished by the organisationLet s go back to Turban , Leidner , McLean and Wetherbe s definition of CRM : it is an enterprisewide effort to acquire and retain customers (2006 ,. 318 . From this definition , we can see that requires a customer-centric business philosophy and culture to support effective marketing , sales , and services processes (Turban , Leidner , McLean Wetherbe 2006 ,. 318 The service of Orbitz is...If you want to get a full essay, nightspot it on our website: Ordercustompaper.com

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