Managing Six Important Customer Relationships: Loccioni’s KAMs and CRM

Andrea Perna and Enrico Baraldi
Additional contact information
Andrea Perna: Uppsala University
Enrico Baraldi: Uppsala University

Chapter 8 in CRM Systems in Industrial Companies, 2014, pp 148-180 from Palgrave Macmillan

Abstract: Abstract After having presented in the previous chapter how CRM has been adopted and used at Loccioni, we turn now to six important customer relationships of Loccioni’s: Magneti Marelli (Section 8.2), Whirlpool (Section 8.3), Trenitalia (Section 8.4), Continental (Section 8.5), Tod’s (Section 8.6) and Haier (Section 8.7). These customers vary in terms of industrial sector and solutions they purchased from Loccioni, but are all important customers for Loccioni, even though for different reasons. After an overview of all six customer relationships (Section 8.1), the customer-specific sections first provide background information about each customer and then describe the interaction pattern in the relationship between Loccioni and the specific customer, stressing also the way CRM is utilized in each relationship. This review of each customer relationship and of the role played by Loccioni’s KAMs prepares the ground for identifying and analyzing, in Chapter 9, the inter-organizational effects of Loccioni’s CRM system, that is, the effects emerging between Loccioni and other organizations such as key customers. By considering first how CRM was embedded inside the host organization (Chapter 7) and then how it influences the interactions between specific key customers and their KAMs, we will then be able to analyze the effects CRM has on customer relationships, considering both their specific characteristics and those of the involved KAM.

Keywords: Manage Customer Relationship; Customer Relationship; Manufacturing Plant; Sales Manager; Business Relationship (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-33566-1_8

Ordering information: This item can be ordered from
http://www.palgrave.com/9781137335661

DOI: 10.1057/9781137335661_8

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().