Accession Number : ADA446407


Title :   Headquarters Air Force Material Command Customer Relationship Study


Descriptive Note : Thesis


Corporate Author : AIR FORCE INST OF TECH WRIGHT-PATTERSON AFB OH SCHOOL OF ENGINEERING AND MANAGEMENT


Personal Author(s) : White, Damelsa D


Full Text : https://apps.dtic.mil/dtic/tr/fulltext/u2/a446407.pdf


Report Date : Mar 2006


Pagination or Media Count : 185


Abstract : Because of the lack of product and price differentiation, many organizations consider Customer Relationship Management (CRM) their primary focus. CRM uses information about each customer to make each customer more valuable to the organization, and the organization more valuable to the customer, while decreasing the cost of servicing the customer. However, an organization cannot conform to customer specifications if the needs of the customers as well as what the customer values is not known. As a result, Headquarters (HQ) Air Force Materiel Command (AFMC) is taking the initiative to gain an understanding of their customers. The purpose of this study is two-fold; the first is to identify HQ AFMC's internal and external customers and secondly, segment these customers based on significant organizational characteristics. This thesis also looks at the approaches private and public sector organizations have taken to segment their customers and discusses possible ways in which HQ AFMC can use segmentation to develop or improve a CRM strategy to more effectively communicate with customers and ultimately improve operational efficiency, decrease costs and improve customer satisfaction. Conducting archival analysis on customer requisition records from HQ AFMC Air Logistic Center Customer Service Centers is used to reveal HQ AFMC customers. A Recency, Frequency, Location (RFL) model was developed and implemented for the purpose of segmenting HQ AFMC customers.


Descriptors :   *OPERATIONAL EFFECTIVENESS , *CUSTOMER SERVICES , ORGANIZATIONS , MODELS , ELECTRONIC COMMERCE , PUBLIC OPINION , VALUE , THESES


Subject Categories : Administration and Management
      Operations Research


Distribution Statement : APPROVED FOR PUBLIC RELEASE