ROI for a Customer Relationship Management Initiative at GST

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


Students learn how to calculate return on investment (ROI) for analytic customer relationship management (CRM) initiatives. The case also discusses in detail the difference between operational CRM and analytic CRM. The case solution is relatively straightforward with a very good ROI. However, the true learning of the case is for students to understand the strategic context of analytic CRM and to question assumptions in any ROI model.



Jeffery, M., Sweeney, R. and Davis, R. (2017), "ROI for a Customer Relationship Management Initiative at GST", Kellogg School of Management Cases.

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