Headquarters Air Force Material Command Customer Relationship Management Study

<p>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 Material 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 (ALC) Customer Service Centers (CSC) 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.</p><p>This work has been selected by scholars as being culturally important and is part of the knowledge base of civilization as we know it. This work was reproduced from the original artifact and remains as true to the original work as possible. Therefore you will see the original copyright references library stamps (as most of these works have been housed in our most important libraries around the world) and other notations in the work.</p><p>This work is in the public domain in the United States of America and possibly other nations. Within the United States you may freely copy and distribute this work as no entity (individual or corporate) has a copyright on the body of the work.</p><p>As a reproduction of a historical artifact this work may contain missing or blurred pages poor pictures errant marks etc. Scholars believe and we concur that this work is important enough to be preserved reproduced and made generally available to the public. We appreciate your support of the preservation process and thank you for being an important part of keeping this knowledge alive and relevant.</p>