Nimrod 1
Tenisha Nimrod
Jaime Fuentes
Information Technology as Leadership Instrument
2 February 2023
Chapter 8 Closing Case Study Assignment
1. Why are customer relationships important to an organization? Do you agree that every
business needs to focus on customers to survive in the information age?
• CRM technologies can help organizations answer tough questions such as who are their best customers and
which of their products are the most profitable. CRM solutions make organizational business processes more
intelligent.
2. How can a company find its most loyal customers?
• There are different strategies that companies can use in order to find their most loyal customers. Companies
should determine who out of their customers are unprofitable loyal customers and profitable loyal customers.
Profitable loyal customers are the customers that are always driven by differentiating aspects of the product
or service. Unprofitable loyal customers are ones that are loyal for the following reasons; because
unprofitable pricing drives them and they demand an excessive amount of service that they are not willing to
pay fairly to receive
3. Choose a business and answer each of the following based on the business of your choice.
a. Which loyal customers are good for the business?
