CRM Mass

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Why the admiration was one of the passengers, accidentally expressed a desire to calm the excitement caused by the soaring, glass drinking water and received two small bottles at the beginning of the next voyage. 'Indeed, it may seem strange' – admits one of the managers of the airline – 'as such a trifle as the water was able to get our attention. But those pennies, which cost bottles, turned to us cherished loyalty client '. Frequently Michael Steinhardt, New York City has said that publicly. Mistakenly believe that the introduction of CRM mechanisms of mass personalization in commercial production involves the destruction of one conveyor, the return to crafts. In particular, it is difficult to find a product with a more standardized production process than the tires for trucks. However, the American producer of these products company Bandag has found its way into mass personalization (Pine and Peppers, 1995). The company decided to insert a rubber tire newly manufactured computer chips to analyze under test resistors as temperature, pressure and number of turns. Such information can not only provide the car owner about the desired time replacement tires on the truck (to avoid the financial losses associated with downtime car), but also to plan loading stations service responsible for the sale of new tires and replace the old.

Thus, CRM-initiative has yielded positive results on two levels: improving relations with the army of thousands of end users and with a 500-mi commercial intermediaries firm. As a result, mass customization is not a privilege of individual businesses. Research should aim to strike a balance between the demands of customers for a mass personalization and search capabilities of its implementation on resource-based firms of all industries. In this case, it is generally accepted that one of the most important resources of the firm is its staff. Therefore, further discussion is devoted to approaches to human resource management in the context of the requirements imposed by the relationship marketing – CRM.

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