The real value of marketin research and marketing information lies in how it is used-in the customer insights that it provides. (Marketing: anintroduction. pg 97)
The marketing research that will be done with the intention of the publication of a cookbook, it was necessary to gatjer enough information about the consumption of among cosumers of the basic product that will be used in the cookbook, eggs. for the making of these recipes, customers were consulted through surveys, phone interviews, and internet.
By using CRM to understand customers better, companies can provide higher levels of customer service and develop deeper customer relationships. ( Marketing: an introduction. pg 115)
To constantly raise the level of customer service is to offer quality and security; with this, loyalty is garanteed from the consumers and improvement in the relatioships.
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