Customer Relations

Customer relations is a broadly recognized, widely-implemented strategy for managing and nurturing a company’s interactions with clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support. This book presents topical research data in the study of customer relations, including how consumers use Alan P. Fiske's relational models framework to construct their relationships with service organizations; measuring corporate Customer Relationship Management (CRM) strategy; and identifying the relational benefits influencing customer loyalty.