Objective: Discuss the entrepreneurial approaches to formulating the CRM process

Objective: Discuss the entrepreneurial approaches to formulating the CRM processes of two diverse companies.

Introduction:
Customer-focused marketing requires relentless attention to delivering customers a great product and an exceptional experience.

Deliverable: The essay for this lesson is required to be a minimum of 750 words that clearly demonstrate your understanding of the activity. Essays should have a clear introduction, thesis statement and conclusion, written in APA format
Step 1: Read the following case study materials (attachments).

Nicher Allegiant Air: Going Where They Aint from Armstrong, G., & Kotler, P. (2013). Marketing: An Introduction (11th ed., pp. 51-52). Upper Saddle River, NJ: Prentice Hall.

Nicas, J. (2013, Jun 04). Allegiant air: The tardy, gas-guzzling, most profitable airline in america; allegiant’s airplanes guzzle gas and are often tardy; but its strategy is working. Wall Street Journal (Online)

Read the Ritz Carlton case study on pages 422-423.
Chapter 14: Customer Satisfaction, Loyalty, and Empowerment

Step 2: Write your essay responding to these questions/prompts.
· Describe of how both Nicher Allegiant Air and the Ritz-Carlton approach their customers.
· Why did both companies take the approach that they did?
· Has their approach been successful?
· Can this strategy be applied to entrepreneurial ventures? How?
· Based on these case studies, describe the customer-focused CRM process as it relates to organizational marketing strategy, customer satisfaction, loyalty and customer empowerment.
A minimum of three sources, at least two from the lesson, must be cited in-text and in the Reference list.

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