Business Paper 2
Written Assignment 3 – Customer Lifetime Value, the Value Chain and Mass Customization
Not all customers have the same value to the organization. What does this mean in terms of managing CRM. How is this related to the concept of Customer Lifetime Value?
Discuss customer anticipation or expectation and customer satisfaction. What does this imply in managing customer relationships?
What do we mean by the value chain? Why is this an important concept in CRM?
4. Define mass customization. How does this concept relate to
customer satisfaction and customer retention?
Papers should be 4-5 pages in length, double-spaced. Put name, date, assignment #, and class in top right corner in the header section. Do not attach a cover page, but you do need to include a reference list. Use headers to separate major themes or topics. Respond fully. Give examples when appropriate. Be sure to provide your own perspective on each of the questions rather than reiterate from the textbook.
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