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Baskin-Robbins Article review Today, I wanted to talk about the content of the recent case study “Baskin – Robbins licks CRM Issues” by Anne Chen, published in eWeek on 11/10/ 2003. As “keeping and retaining current and potential customers is one of the primary goals of any organization [...], customer relationship management (CRM) has become one of the hottest buzzwords in businesses today. CRM systems use information about customers to gain insight into their needs, wants, and behaviors in order to serve them better. […] The goal of CRM is to limit […] negative interactions and provide customers with positive business experience. (Haag, p.346) With the help of CRM, Baskin – Robbins was able to bring back a popular promotional item, namely their Birthday Club. The idea behind this club was originally that children would fill out applications, mail them to Baskin – Robbins in order to receive a voucher for free ice-cream sometimes around the time of their birthday.
Approximate Word count = 512
Approximate Pages = 2
(250 words per page double spaced)
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