The document discusses key customer relationship management (KCRM) and its importance for businesses. KCRM helps integrate marketing, sales, and service functions to prioritize customers. It requires a shift in organization and culture to be customer-driven at all levels. KCRM is more effective when there is customization needed, new technology opportunities, and a need for partnerships for survival or risk reduction. Every customer can be considered its own market segment, so marketing success relies on identifying, analyzing, and selecting target customer segments and creating relevant products and services for their needs through coordinated sales activities.

2. CHAPTER 1 SO HOW MUCH DO YOU REALLY KNOW ABOUT KCRM ( KEY CUSTOMER RELATIONSHIP MANAGEMENT )

17. Table: CCV drivers in various markets Fast-moving medium very high low very high = medium Consumer goods Investment very high low very high very high = high Banking Tax advice high medium very high very high = high Customized very high low very high high = medium Software Petrol very low very high very low medium = low Markets Tailoribility Frequency Complexity Value CCV