Delivering high-quality service is a top priority at FedEx. The company seeks to offer excellent, consistent service across all communication channels and through the entire customer experience. This philosophy permeates the entire organization. Attention to service quality helps to generate customer loyalty and repeat business, which is one key to FedEx's success. This activity is important because marketing managers are in a position to serve as core contributors to the success of CRM by virtue of their expertise on customers and relationships. The goal of this activity is for you to demonstrate an understanding of general concepts related to CRM by considering their application in the context of a company-specific example. CRM (customer relationship management): a comprehensive business model for increasing revenues and profits by focusing on customers. Companies are redesigning internal structures along with internal and external business processes and systems in order to optimize CRM's potential for contribution to the bottom line