Customers and CRM in GE.

Executive Summary. Business today has evolved to become more customer oriented. Companies are shifting towards the customer segment focusing on customer relationship management, customer lifetime value and customer retention. General Electric (GE), a diversified company and already so successful in the old economy, was not spare from the shift either. Its former CEO, Jack Welch, executed a series of changes in the company to prepare GE for the shift towards customer focus. Once there, it …

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