How, in a small business climate in which building relationships with customers has controlled promotion budgets and both managerial idea, could Filene's Basement have fired a loyal customer, one who was formally and informally acknowledged as a steadfast customer? This case enables students to reverse-engineer a fired customer's relationship from her perspective, with reduction retailer Filene's Basement, to uncover the critical events and behaviours of each party that shaped their relationship trajectory. The organization's customer relationship management (CRM) applications are examined to demonstrate how they affected and bolstered the unprofitable customer behaviour.
PUBLICATION DATE: January 29, 2014 PRODUCT #: 314076-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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