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THE ROLE OF CUSTOMER RELATIONSHIP IN OFFICE TECHNOLOGY MANAGEMENT (OTM)

MARKETING RESEARCH PROJECT TOPICS AND MATERIALS

ABSTRACT

Over the last decade, too many organizations have assumed that their products or services were so superior that customers would automatically keep coming back for more. But in order to compete effectively in today’s marketplace, organizations must change their strategy to become more customer focused, not product focused. Customer Relationship is the best way to integrate this customer-facing approach throughout an organization. Aimed at understanding and anticipating the needs of an organization’s current and potential customers, this innovative book shows how Customer Relationship links people, process, and technology to optimize an enterprise’s revenue and profits by first providing maximum customer satisfaction. Covers developing a secretarial-oriented strategy, innovation in products and services, sales and channels transformation, customer relationship secretarial, and customer care

CHAPTER ONE

GENERAL INTRODUCTION

1.0       INTRODUCTION

This chapter gives an introduction to Customer Relationship Management practices and how it is practiced amongst Office technology and management in Nigeria. It highlights the research objectives, relevance of the research, and scope of the study and the rationale for the study.

1.1       BACKGROUND OF THE STUDY

The contemporary business environment is confronted with many challenging issues. Providing clients with the best and thus maintaining the relationships rank among top issues in most organization especially service providing companies. Contemporary clients are enlightened and therefore face a growing range of choices in the products and value addition. Companies need to understand the determinants of client value and satisfaction. Clients delivered values are the difference in the total clients cost.

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