Donald E. Petersen, chairman of the board of Ford Motor Company, remarked, If we aren’t customer-driven, our cars wont be either.?? Identify a company of your choice and prepare an

Donald E. Petersen, chairman of the board of Ford Motor Company, remarked, “If we aren't customer-driven, our cars won’t be either.”  Identify a company of your choice and prepare an analysis in which you examine the role of customer relationship management. The paper must include the following:

• Define customer relationship management (CRM).
• Explain the various roles of CRM in the organization.
• Explain why and how CRM benefits the organization.
• Identify recommendations that the organization might consider as they seek to deliver satisfaction and maintain loyalty thereby increasing Customer Lifetime Value.

Your analysis should demonstrate thoughtful consideration of the ideas and concepts presented in the course by providing new thoughts and insights relating directly to this topic. Your response should reflect scholarly writing and current APA or MLA standards.  Support your analysis with a minimum of 3 scholarly resources, at least 2 of which were published in the last five years. In addition to these specified resources, other appropriate resources may be included.

Length: 3-5 pages (double spaced, 12-point font), not including title and reference pages