Question

Match each of Orr’s actions to the appropriate step in the customer relationship management process.

a. Finding out the home zip code of every Orr customer.
b. Monitoring how customers buy tickets for Orr Family Adventureland (online, in person, etc.).
c. Offering special food court discounts to Orr's most frequent customers.
d. Using data mining to search for meaningful trends of Orr customers' buying habits.
e. Tracking how often customers use a coupon at Orr and how often they eat food when visiting the park.

Answer 1

Answer:

a. Identify current customers: Finding out the home zip code of every Orr customer.

b. Understand how customers interact: Monitoring how customers buy tickets for Orr Family Adventureland (online, in person, etc.).

c. Utilize analysis to build customer relationships: Offering special food court discounts to Orr's most frequent customers.

d. Store and analyze information: Using data mining to search for meaningful trends of Orr customers' buying habits.

e. Gather specific customer information: Tracking how often customers use a coupon at Orr and how often they eat food when visiting the park.

Explanation:

In the article "The Ethics of Managing Customer Information: Can Customer Relationship Management Backfire?" by Linda M. Orr, a professor of marketing at the University of Akron. She highlighted actions to the appropriate step in the customer relationship management process.