Running Head: Customer Relationship ManagementCUSTOMER RELATIONSHIP MANAGEMENTStudent NameCourse titleDate1Running Head: Customer Relationship ManagementQ1Often, customer relationship management is used to grade consumers in customer marketplaces,mainly based on lifespan value processes or profitability. As a result, highly profitable customersare given top priorities in terms of services, while unprofitable customers are lowly prioritized.This form of differentiation cannot be justified and is actually considered an ethical implicationand a disadvantage of relational marketing.CRM mainly seeks to build strong relationships with the most profitable customers. Therefore,CRM seeks to segment consumers based on their values; hence, some customers are consideredmore valuable (Demo & Rozzett, 2013). This causes companies to discriminate consumers bytreating them differently and problems can arise when such cases occur.For instance, when different segments communicate with the company and with each otherregarding issues of discrimination through social media platforms, potential consumers may havea negative perception about the company, hence directing their attention to the other competitors.Generally, discrimination of consumers based on profitability or value is likely to have anegative impact on a company. In fact, such a move is counterproductive and hampers thecapability of a firm to build operative consumer relations and to express moral sensitivit ...
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