Using the Starbucks Corporation. Presume that Starbucks has recently implemented a customer relationship management (CRM) system.
- Research the key elements of a CRM system and defend at least three best practices that Starbucks can use to improve its customer retention. Make sure you support your choices with well-reasoned arguments and external sources.
- Justify at least five critical pieces of customer information needed from your key market segment. Why do you need to collect this specific data?
- Justify five survey questions that might be used to evaluate the segment’s experience with Starbucks. Why do you need to know this information?
- Justify a plan for how customer data (previous two bullet points) will be collected. The plan should detail the methods to be used (e.g. written survey, focus groups, interviews, etc.) and where those methods will be integrated into the organization’s processes (e.g., a hotel sending an e-mail survey following a customer’s stay at a specific location).
- The plan must be a 3- to 4-page Microsoft Word document, using APA 7th edition style.
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