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Essay / Research Paper Abstract
This 3-page paper examines some ethical issues pertaining to customer relationship management. Bibliography lists 3 sources.
Page Count:
3 pages (~225 words per page)
File: D0_MTcrmethic.rtf
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Unformatted sample text from the term paper:
these situations, however, customers that tend to buy more receive more (and better) attention, while infrequent buyers or "unprofitable customers" end up getting poor service or might even be cut
off from valuable coupons or offers. All of this brings up the question as to whether CRM can be misused -- and
what social or ethical issues might be involved in the practices. Customer relationship management, in its most basic terms, involves capturing data
from customer buying habits to develop a "holistic business systems approach that automates and enhances the vast majority of interactions companies have with their customers (Sable, 2005, p. 46). The
concept here is that, why shouldnt a customer who frequents a particular company be rewarded? Why shouldnt that person be the recipient of all sorts of coupons and dollars off
and other treats? The converse is true as well -- why should an infrequent buyer receive the same attention as the frequent buyer? Sales people, understandably so, will spend more
time with people who are willing to buy from them. And if data is showing that a person doesnt buy as frequently, maybe that person shouldnt be visited as frequently.
The issue, however, is that customers arent automatons, theyre people. Though the technology provides the company with an opportunity to develop effective
ways to target various markets, its a tool, rather than the be-all and end-all (Sable, 2005). Another issue involved with
CRM is that of privacy. When a customer is filling out a form online to order a product, he or she is providing everything from an address, to a credit
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