Sailor Relationship Management: The Use of Customer Relationship Management in Sailor Morale and Retention

Abstract

An approach to improving sailor morale and retention is for the Navy to develop a more personal relationship with each of its sailors, utilizing advances in information technology. Customer Relationship Management (CRM) is a concept that has personalized the marketing process over the Internet. An even newer concept, Employee Relationship Management (ERM), seeks to turn the lessons learned from CRM inwards to a company's own employees, not to sell them something but to develop a closer, more personalized relationship with them. This talk will describe a study that explored the idea of ERM within the Navy, resulting in Sailor Relationship Management (SRM.) The work included focus group interviews that led to the development of a survey instrument that was then used to determine what kinds of personalized information would be most attractive to sailors deployed at sea.

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Document Details

Document Type
Technical Report
Publication Date
Aug 16, 2002
Accession Number
ADA405493

Entities

People

  • Mark L. Gillenson

Organizations

  • University of Memphis

Tags

Communities of Interest

  • Biomedical
  • Human Systems
  • Space

DTIC Thesaurus Topics

  • Best Practices
  • Business Administration
  • Chi Square Test
  • Commerce
  • Economics
  • Information Systems
  • Internet
  • Management Information Systems
  • Management Personnel
  • Marketing
  • Military Personnel
  • Naval Personnel
  • Organizational Structure
  • Surveys
  • Training
  • Uss Constellation
  • Websites

Readers

  • Naval Architecture and Marine Engineering.
  • Organizational Process Management (OPM).
  • Systems Analysis and Design