4.0 Learning Objectives

By the end of this chapter, you should be able to:

• Learn why e-CRM (electronic customer relationship management) is an important part of business.
• Describe the differences between the three types of e-CRM.
• Describe the value of customer loyalty.
• Distinguish attitudinal loyalty from behavioural loyalty.
• Describe the components of a successful loyalty program.
• Interpret satisfaction and recommend satisfaction strategies.
• Design a customer satisfaction measurement system.
• Brainstorm complaint management strategies.