A goal of CRM is to reap a high return on the investments made in customer relationships and maximise the value of a firm's ________.
A)customer equity
B)brand personality
C)target market
D)VALS
E)positioning

Question

Quizplus · Accepted Answer

Customer equity refers to the total value of a firm's customer base. By using CRM to strengthen and manage relationships with customers, a company can increase customer loyalty, repeat business, and attract new customers through positive word-of-mouth. This, in turn, can increase the total value of their customer base, or customer equity. Therefore, the goal of CRM is to maximise the value of a firm's customer equity.

A Goal of CRM Is to Reap a High Return