QUESTION
Account Relationship Management (Customer Relationship Management for B2C environments) is one of the concepts that have changed how the salesmanagement policies and plans are conceived within business organizations. Despite the fact that many companies still struggle with its application, yet we can
find companies that have developed an excellent Customer Relationship Management strategy to retain and increase the loyalty of their customers. Among those
companies that have succeeded with the proper development and application of the Customer Relationship Management, we can find the very well-known
company of IKEA.
For the case:
1. Could you please explain the main stages to set up a proper “Customer/ Account Relationship” approach?
2. What are the tools at your disposal to set up and implement a “Customer / Account Relationship” approach?
3. Based on the previous inputs and your knowledge of the case, could you please identify the main elements that has been used by the Swedish company
to set up an outstanding customer relationship?
Sample Solutions
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