Case Study Customer Strategy Enterprise - 929 Words

Customer-Strategy Enterprise Harinder Singh Institution Customer-Strategy Enterprise Under what conditions should a customer strategy enterprise consider firing an unprofitable customer? Search the Web for a company that has successfully fired customers in the past. What policies are successful, and what policies are likely to create mistrust? The rule of thumb in customer relationship management is to get, keep, and grow a valuable customer base. It means that organizations should consistently strive to acquire, develop and retain customers. However, the rule does not provide for the firing of customers indicating the existence of an ethical and practical dilemma in dealing with customers. Firing a customer may be considered unethical, and in most instances, such an action results in bad publicity for the organization. On the other hand, retaining an unprofitable customer is not practical since such a customer may lead to the failure of the organization especially if the customer is sustained in the organization for long (Mittal, Sarkees Murshed, 2008). In light of this understanding, the paper looks into the conditions under which a customer strategy enterprise should consider firing an unprofitable customer. A customer strategy enterprise focuses on the acquisition, development, and retention of more high value and high growth customers and less low-value customers. 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