Customer Relationship Management through Communication Strategy

Abstract

Changes in today’s organisations are often necessary for survival due to the world becoming smaller and the threat from foreign imports becoming more apparent to businesses. Often the most damaging element of this foreign threat is the low costs at which they can operate. Many factors, including inexpensive labour, exchange rates and economies, make production more efficient and reduce the overall costs significantly to enable a significant competitive edge. For example, Fibres is a polyester manufacturer who faces this threat and has realised the need for change towards more speciality products with differentials other than price. However, this will involve major changes in production, including the production methods and the adoption of TQM to ensure that the differential of quality is utilized. This paper examines communication as an enabler for change and studies the current communication methods within the company against the desired improvement processes from groups within those companies, culminating in a targeted internal marketing strategy to aid future business changes.