Marketing Management 1st Edition by Greg Marshall,Mark Johnston

Exercise 10

Assume for a moment that you are engaged in the start-up of an entrepreneurial venture. You are a strong believer in CRM as a comprehensive business model for increasing revenues and profits by focusing on customers, and you want to start your firm off from the beginning with a strong customer-centric culture. Consider the five components of a customer-centric culture identified in the chapter. What steps will you take to ensure that each of the elements of a customer-centric culture is an integral part of your business model from day one