Chapter 14 – Customer Relationship Management and Loyalty

Learning Outcomes

After completing this chapter, learners will be able to:

Explain the strategic role of Customer Relationship Management (CRM) in building long-term value and supporting personalized engagement across the customer lifecycle.
Differentiate between CRM components, technologies, and processes, and assess how they contribute to customer satisfaction, loyalty, and retention.
Analyze customer data and behavioral insights to develop targeted programs that enhance loyalty, advocacy, and lifetime value.
Apply CRM frameworks to align segmentation, experience design, and communication strategies with customer needs.
Evaluate global, ethical, and operational considerations that influence CRM strategy in diverse cultural and regulatory environments.