An Important Practice For A Customer Relationship Management System At General Electric

A customer relationship management system can assist with management of the company’s customer lifestyle from first marketing, to sales/purchase, to service (Seliga, 2012). The customer management system should be much more valuable than just providing a customer contact information and account data. The system should provide information as well as, improve marketing effectiveness, increase sales productivity, and build a larger lifetime customer basis through excellent service (Seliga, 2012). The system should hold information that helps segmentation (Perreault et al, 2016).

There are several different firms at General Electric. Each firm has its own set of customers. However, focusing on the appliance side of General Electric, its customer

This can be done by direct collaboration with customers, even in a multiple channel marketing situation. By filtering phone calls to be able to better direct customers to the person most knowledgeable about the subject at hand, the customer service collaboration will thrive. For example, a phone system that determines which marketing campaign a customer is calling about, before directing them to the right person, will help retrieve results to determine which marketing campaign generated the most sales. This ultimately will help the company determine which tactics are more profitable, and allow them to make decisions about what strategy to focus more on (Seliga,

By knowing the customer’s income level, they would be able to personalize emails or other advertisements toward certain customers. For example, maybe they want to promote washers and dryers. For lower income families, they could promote their lower cost line of washers and dryers, while higher income families would receive ads about their higher cost line. Family size would be another critical piece of information. Large families could receive information about their new refrigerators that hold 10x more food, while smaller families may see be informed of newer, more compact appliances. The customers’ place of residence could also help determine what appliances a customer may be interested. If a customer lives in a NYC apartment, they may not be interested in chest deep freeze, while someone that lives out in the country, might be more interested. Age would also be helpful. Age can help determine what part of a lifecycle someone falls into. If they person is college-age, they may only be a customer for the dorm-size mini fridge, however if someone is older, a gas-top range might be of more interest. Style preference may also play a role in market segmentation for General Electric’s appliance division. If a customer prefers sleek and modern opposed to classic and colorful, there is a potential to further segment. Using all of these pieces of information, by themselves or in combination, creates a more finely-tuned