6. What
risks
to
customer
relationships
does
a
local
McDonald’s
restaurant
assume
when
utilizing
outsourced
drive-‐through
service?
How
can
these
risks
be
minimized?
(p.
326)
A
local
McDonald’s
restaurant
assumes
a
large
risk
of
hurting
their
customer
relationships
when
utilizing
outsourced
drive-‐through
service
because
the
customers
will
no
longer
be
ordering
with
someone
local
who
is
located
directly
inside
the
restaurant.
These
risks
can
be
minimized
by
increasing
the
focus
on
customer
service
by
the
employees
located
physically
in
the
restaurant.
For
example,
greater
emphasis
can
be
placed
on
building
a
customer
relationship
by
maximizing
customer
service
when
the
customer
is
given
their
food.
7. But
what
if
a
company
uses
its
CRM
software
in
a
more
discriminating
way?
Where
do
companies
draw
the
line
between
using
CRM
data
to
offer
certain
clients
customized
deals
and
unethically
discriminating
against
other
customers?
(p.
342)
Companies
that
use
its
CRM
software
in
discriminating
ways
may
be
using
the
software
in
an
unethical
way.
Companies
should
be
careful
with
how
they
use
the
data