Customer Relationship Management
What is the core business of BestBuy? Explain how its CRM activities address the relationships that matter to
its core business.
Critically evaluate current BestBuy CRM initiative using an appropriate classification scheme in terms of
characteristics, type and performance. [
It is often argued that the way a company is structured internally has a great impact on mode and performance
of its CRM activities. With that statement in mind, appraise what structural changes an organisation must
undertake to switch from a product to a customer orientation? What about BestBuy? Is its organisational
structure appropriate for CRM purposes?