As a result of the emergence of the concept of 24-hour service, consumer psychology has changed. Customers want consistent service across all channels. The client/customer anticipates that the supplier will be easily accessible. Because of the fierce competition, businesses must keep a close eye on their customers’ needs and desires, which is why Customer Relationship Management is so vital. The “Think local, act global” approach of Coca-Cola necessitates the deployment of an IT system that accounts for all of the company’s global bottlers.
Coca-Cola recognised a need for information technology that extended beyond specific financial activities. Coca-Cola chose SAP, a cutting-edge technology, to manage their client connections in both B2C2B and B2C2C scenarios, because they needed an integrated business management system to manage the numerous elements of their global corporation.
Author (S) Details
Institute of Marketing and Management, New Delhi, India.
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