Headquarters Air Force Material Command Customer Relationship Study
AIR FORCE INST OF TECH WRIGHT-PATTERSON AFB OH SCHOOL OF ENGINEERING AND MANAGEMENT
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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 AFMCs 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.
- Administration and Management
- Operations Research