How to develop longer-lasting and higher quality relationships with your customers | The Oxford Review - OR Briefings

How to develop longer-lasting and higher quality relationships with your customers

Research Briefing

Keywords: customer relationships, relationship quality, agility, organisational learning, culture

It has been recognised for a number of years now, both in the research literature and in organisational operational knowledge, that one of the keys to successful organisational outcomes is having positive long-lasting and good quality relationships with customers.

The critical importance of customer relationships and customer relationship management to organisational outcomes and profitability can be seen in the plethora of customer relationship management departments, systems, consultants and experts that exist in the business world today.

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