THE FORGOTTEN EFFECTS MODEL IN A CRM STRATEGY

Caring for retaining customers is nowadays a fundamental business strategy for the organizations, to face the market pressures and the competitors' innovations. Companies have made investments worth millions in customer service, market research, customized support and others. However, it stills exist an important gap between the investment and the profit. In many cases recurrent claims are still submitted, and the customers' perception of services is not aligned with the services offered by companies as regards the efforts made towards relationships management. But customers are not aware of the implications of certain factors on the service they will receive. Given this apparent "involuntary oversight" on the part of customers, it stands to reason that companies may not be taking into account either important aspects in their relationship with customers, or attributes that customers value when they need to be assisted with a product or service. The purpose of this study is to explore through the Forgotten Effects Model, and reveal hidden attributes that customers value about a product or service regarding the business objectives on the part of the company. The conclusion of the work will allow you to appreciate how some fundamental aspects in the dimensions of service quality that have been "forgotten" by customers may be ignored by companies. The findings will enable companies to redefine the relationship strategies and reduce the gaps of dissatisfaction, paving the way to increase customer loyalty and profitability.