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IPT realizes the importance of knowing our customers better. This allows IPT to know who our customers are and what needs our customers have so that we may tailor our products and marketing strategies to meet those needs. Tools that we can use to assist us achieve that goal are Internet, Customer Relationship Management tools and databases.
The internet allows IPT to promote our product and communicate with our customers. The internet is the most popular media being used today and it will only grow in the future as the price of computers drop and the capabilities increase. We will use the internet to send emails to customers regarding sales and to ask them to complete surveys. The internet will allow IPT to get feedback from our customers concerning our product via surveys and customer comments. We would be able to offer a free gift or discount to our customers for completing the surveys and this will also help to flourish our relationship with them. This can be done for our retail and commercial customers although we would have to design a customer specific survey for our commercial customers such as the flower and gift basket company and the Amish food manufacturer. We would also have to design other commercial specific surveys for other commercial accounts that we acquire.
Customer Relationship Management (CRM) involves using a detailed customer data base to help us to refine our marketing effort. This data base usually consists of information such as our customer’s past purchases, frequency of purchases and other segmenting information. (Perreault & McCarthy, 2006) A successful implementation of an Information Technology-enabled CRM will ...