consortiums

PROJECT 2

SAILOR MARINE CAREER MANAGEMENT SYSTEM

The Use of Customer Relationship Management in Sailor Retention

Mark L. Gillenson
University of Memphis

Proposed Grant $93,834

Abstract:
Record low unemployment in the private sector has put unprecedented pressure on mlitary reenlistment. This, plus the increasing complexity of military equipment and the associated long-term investment in

training, has made sailor retention a critical issue. An approach to improving sailor 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. This proposal is to adapt CRM for use in sailor retention. The application category of this work is “distribution and assignment.”