Essays on Customer Relationship Management for Business-to-Business Markets Case Study

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The paper “ Customer Relationship Management for Business-to-Business Markets" is an affecting example of coursework on marketing. Among the fast-food restaurants across the globe, McDonald’ s and Kentucky Fried Chicken (KFC) are well known. Since the early ’ 90s, these fast-food chain restaurants have grown regularly. At present, the two fast-food chains are located in about 110 countries and serve millions of customers each day. Thus, it would be interesting to study the Customer Relationship Management (CRM) strategy of the two biggest fast-food chains in the world.   Since the early 90’ s both KFC’ s CRM strategies and McDonald’ s CRM strategies have evolved considerably.

The two food chain restaurants have evolved from being a basic fast-food restaurant to fast-food restaurant chains and are also provide plenty of add-ons as well. This research paper has used McDonald and KFC as examples of restaurants that have good Customer Relationship Management (CRM) strategies. In the past, both KFC and McDonald’ s business strategy was to have the least relationship with its customers, but currently, the two restaurants want to retain their customers as long as they can in their fast-food chains. In this research, we will explain the most important factors and aspects which affect Customer Relationship Management (CRM) for business-to-business (B2B) markets, according to their complicated network of relationships.

Furthermore, some aspects such as competition environment, cross-functionality, customer adoption, failure legitimacy, and failure learning organization, and continuous improvement procedures have also been considered in order to give a more completed assessment. Finally, the report will analyze the findings and make recommendations on how to improve the CRM function within the organization. CRM is a strategy that deals with the management of an organization’ s interactions with clients and actions, customers, and prospects.

Contrary to a popular belief, this software is not designed to keep clients or customer database (Peppers, Rogers, and Dorf, 1999b). Instead, Customer Relationship Management (CRM) integrates all of the data or information an organization has about a client, whether it be from marketing, customer service, sales, or any other company department.


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