Customer Relationship Management: from Strategy to Implementation

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Abstract:

This article examines Customer Relationship Management, or CRM, from the perspective of strategy formulation and implementation. We commence by reviewing the origins and role of CRM and highlighting the importance of adopting a cross-functional approach to CRM strategy formulation. We examine alternative approaches to CRM strategy development and, using an 'interaction research' approach, propose a model that addresses both CRM strategy and implementation. We identify four critical implementation components of a successful CRM programme and examine these in the context of five key cross-functional CRM processes. The model structure is used to help identify a research agenda

Keywords: CRM; CRM IMPLEMENTATION; CRM STRATEGY; CUSTOMER RELATIONSHIP MANAGEMENT; MARKETING; RELATIONSHIP

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725706776022272

Publication date: February 1, 2006

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