ACC535 – Customer Relationship Management

For this assignment, you will discuss the importance of customer relationships with the organization.

Instructions:

Develop a list of companies or types of companies that will fit the following criteria:

• CRM systems would be extremely valuable.

• CRM systems would not have much value.

Explain why companies made each list.

W. J. Reinartz and V. Kumar provided an interesting typology of customers based on

their profitability as follows: a) True Friend, b) Butterfly, c) Barnacle and d) Stranger

(Baran, 2017, p. 55).

• As a customer/consumer, what companies would classify you as a True Friend? Butterfly? Barnacle? Stranger?

• What could the companies that classify you as a Butterfly, Barnacle, or Stranger do, if anything, to make you a True Friend?

Requirements:

• Submit a Word document in APA format.

• Minimum of four pages in length, excluding the Title and Reference pages.

• At least three references.

Be sure to read the criteria below by which your work will be evaluated before

you write and again after you write.

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