Headquarters Air Force Material Command Customer Relationship Management
AIR FORCE INST OF TECH WRIGHT-PATTERSON AFB OH SCHOOL OF ENGINEERING AND MANAGEMENT
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The purpose of this research was to determine what was important to Air Force Material Commands AFMC external customers. Specifically, this project sought to answer how customer relationship management CRM initiatives varied in the private and public sectors, and to determine an appropriate means of capturing and measuring this type of data. This research was guided by a previous thesis effort, which had established a segmentation methodology of AFMCs existing external customers. The research question was answered through a comprehensive literature review, and the use of survey methodology. Over fifteen hundred external customers were given the opportunity to participate in the web-based survey. The research identified the need to further examine continual customer participation in the development of the ongoing CRM initiative. The culmination of this effort was the development of a customer satisfaction survey to assist Air Force Material Command in determining what was important to their external customers. Recommendations on how to interpret the results and implement appropriate responses are discussed.
- Administration and Management