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Excerpt from 'Methodology' chapter:

CRM at GIBCA Group Companies

...... This research would focus on those specific customers who are most loyal to the organization. In other words, the analysis would be constructed on the customer data regarding the ten most loyal and profitable GIBCA Group clients
The model proposed to gather customer data is a combination of direct interactions with the customers, as well as questionnaires. The first part of the data collection process is constructed on the 2002 findings of M. Garcia Murillo and H. Annabi, authors of the study Customer Knowledge Management. As a parenthesis, their study found that companies remain inefficient in gathering customer data and integrating it within marketing endeavors. Returning to the first part of the model to be used in the collection of customer data from the GIBCA Group customers, this would be divided into three gradual stages. In other words, the direct interactions with the customers would be structured as follows:
Stage 1: The identification of customer data
At this stage of the data gathering process, the GIBCA Group employee interacts with the company customer in order to identify basic information. In order to achieve this, it is important to act with professionalism and to offer sufficient information, as well as