Associate Level Material
Appendix D

Customer Relationship Management (CRM)

Review the examples of Customer Relationship Management (CRM) characteristics found in the table below. In your own words describe at least three activities that represents each characteristic of a CRM plan; share of customer, lifetime value of a customer, customer equity or high-value customers.

|Characteristic |CRM Activity |
|Share of Customer |Share of customer is a percentage of an individual customer's purchase of a product that |
| |is a single brand. As one example I would like to use the “As Seen on TV”, products. Even |
| |though it is not just one brand this firm offers incentives that would allow the customer |
| |to continue purchasing products from them. Another example would be a food brand name |
| |“Kellogg's”. This brand name food product has constant sales on their product and markets |
| |the food to be healthy and nutritious. This draws in not only the customer but children as|
| |well. The last example would be “Victoria Secrets”. Though they offer semi-annual sales |
| |and other sales they also have an on line catalog for customers too. They offer extra |
| |incentives to exclusive customers and sales for customer's that order online. |
| |