CUSTOMER FOCUS, SATISFACTION

AND
CUSTOMER RELATIONSHIP MANAGEMENT
By

M.RAGUL

(2009PECMB104)
of

PANIMALAR ENGINEERING COLLEGE

A SEMINAR REPORT

Submitted to the

FACULTY OF MANAGEMENT STUDIES

In partial fulfillment of the requirements

for the award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

November 2009
 Table of Content

S. No CHAPTERS Page No
Abstract i

List of Figures ii
Chapter-1: INTRODUCTION
1.1 Customer focus
1.2 Customer Relationship Management
1.3 The goal of CRM
1.4 Customer intelligence
Chapter-2: REVIEW OF LITERATURE
2.1 Books
2.2 Journals
2.3 Newspapers/ Magazines
2.4 Internet
Chapter-3: Power Point slides
3 Slides

Bibliography I

ABSRACT
Customer-related measures are today often included in management accounting

systems. In this paper, two situations are displayed where these measures are

problematic to the managing process. The main argument of the paper is that

customer accountability may serve to question demands for hierarchical

accountability, as put forward in management accounting systems. The paper is

based on a case study, in which two groups show strong customer accountability

which is disturbing to the managing process. In the first group, socializing

accountability processes to the customers override hierarchical accountability

concerning delivery performance. In the second group, aligned accountability to

customers and managers for customer-related measures override hierarchical

demands for accountability for financial performance. The argument of the paper

may be taken as a basis to question the broadening of management accounting

to incorporate customer-related aspects. An organization needs to be managed

in a balanced way. However, it should not be taken for granted that all aspects

need to be incorporated into management accounting. With strong customer

accountability, management accounting may need to be devoted to classical

tasks of emphasizing financial performance and formalized process