ROI for a Customer Relationship Management Initiative at GST

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017

Abstract

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.

Keywords

Citation

Jeffery, M., Sweeney, R. and Davis, R. (2017), "ROI for a Customer Relationship Management Initiative at GST", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000288

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Publisher

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Kellogg School of Management

Copyright © 2006, The Kellogg School of Management at Northwestern University

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