Enhancing customer service and organizational learning through qualitative research

In order to develop a sustainable competitive advantage in the knowledge based economy, senior managers need to ensure that customer relationship management is placed within a clearly defined organizational culture that embraces organizational learning. Senior managers are required to exhibit a proactive approach to leadership that results in creative solutions being found to solve complex problems. Open communication reinforces the decision‐making process and allows mutually based partnership arrangements to develop. This being the case, the network approach to business development can be viewed, as collectivist in orientation and this should allow partnership arrangements to be developed through time.