Over the last decade and a half Customer Relationship Management (CRM) has developed into an area... more Over the last decade and a half Customer Relationship Management (CRM) has developed into an area of major significance. However, there is considerable confusion in the academic and managerial literature about what is meant by CRM and how if differs from relationship marketing. Further, despite heavy investment by organizations in CRM, there is extensive reporting of CRM’s failure to achieve anticipated results in the literature. This article reviews the conceptual differences between CRM and relationship marketing and defines these terms. It argues that, in many organizations, CRM failures have occurred through a lack of strategic focus. Key strategic issues are identified. A CRM Strategy Matrix is presented which considers the strategic context of companies and the implications for the development of their CRM strategies. Four alternative approaches towards building customer relationships are identified and migration paths between them are reviewed. Implications for implementing CRM strategy and future research are discussed.
Purpose – The paper aims to consider the neglected area of customer relationship management (CRM)... more Purpose – The paper aims to consider the neglected area of customer relationship management (CRM) and customer management's “dark side”; and identify the key types of dark side behaviours of service providers as well as integrated approaches to CRM that will assist in overcoming dark side behaviour. Design/methodology/approach – Based on an extensive literature review, supplemented by insights drawn from
... Each encounter can be mapped using tools such as process mapping or service blueprinting. 34 ... more ... Each encounter can be mapped using tools such as process mapping or service blueprinting. 34 36The concept of a perfect customer experience also needs to be considered in the ... With most organisations today operating in a multi-channel environment, the channel strategy ...
... justified by the benefits. Figure 1A framework for relationship value management. Figure 2 Va... more ... justified by the benefits. Figure 1A framework for relationship value management. Figure 2 Value creation between the organisation and key stakeholder groups. Figure 3 The service-profit chain. References. Anderson, E, Oliver, R ...
... economic value. Discussion and future research. This paper provides a theoretical contributio... more ... economic value. Discussion and future research. This paper provides a theoretical contribution to the marketing literature by exploring the application of the customervalue proposition concept to other stakeholder markets. We ...
... in linkages, correlations and possible causal relationships between concepts such as leadersh... more ... in linkages, correlations and possible causal relationships between concepts such as leadership, employee satisfaction, employee retention, customer satisfaction, customer loyalty, customer retention, customer profitability and ... Page 13. Relationship Value Management ...
... Adrian Payne1 and Pennie Frow2 Customer Relationship Management: from Strategy to Implementat... more ... Adrian Payne1 and Pennie Frow2 Customer Relationship Management: from Strategy to Implementation ... This article examines Customer Relationship Management, or CRM, from the perspective of strategy formulation and implementation. ...
... now consider a methodology for developing a segmented service strategy to deliver the improve... more ... now consider a methodology for developing a segmented service strategy to deliver the improved service, retention and resulting ... Step 4: Implement segmented service strategy ... overheads, so a decision might be made to try and migrate these customers to direct call centre sales ...
Over the last decade and a half Customer Relationship Management (CRM) has developed into an area... more Over the last decade and a half Customer Relationship Management (CRM) has developed into an area of major significance. However, there is considerable confusion in the academic and managerial literature about what is meant by CRM and how if differs from relationship marketing. Further, despite heavy investment by organizations in CRM, there is extensive reporting of CRM’s failure to achieve anticipated results in the literature. This article reviews the conceptual differences between CRM and relationship marketing and defines these terms. It argues that, in many organizations, CRM failures have occurred through a lack of strategic focus. Key strategic issues are identified. A CRM Strategy Matrix is presented which considers the strategic context of companies and the implications for the development of their CRM strategies. Four alternative approaches towards building customer relationships are identified and migration paths between them are reviewed. Implications for implementing CRM strategy and future research are discussed.
Purpose – The paper aims to consider the neglected area of customer relationship management (CRM)... more Purpose – The paper aims to consider the neglected area of customer relationship management (CRM) and customer management's “dark side”; and identify the key types of dark side behaviours of service providers as well as integrated approaches to CRM that will assist in overcoming dark side behaviour. Design/methodology/approach – Based on an extensive literature review, supplemented by insights drawn from
... Each encounter can be mapped using tools such as process mapping or service blueprinting. 34 ... more ... Each encounter can be mapped using tools such as process mapping or service blueprinting. 34 36The concept of a perfect customer experience also needs to be considered in the ... With most organisations today operating in a multi-channel environment, the channel strategy ...
Over the last decade and a half Customer Relationship Management (CRM) has developed into an area... more Over the last decade and a half Customer Relationship Management (CRM) has developed into an area of major significance. However, there is considerable confusion in the academic and managerial literature about what is meant by CRM and how if differs from relationship marketing. Further, despite heavy investment by organizations in CRM, there is extensive reporting of CRM’s failure to achieve anticipated results in the literature. This article reviews the conceptual differences between CRM and relationship marketing and defines these terms. It argues that, in many organizations, CRM failures have occurred through a lack of strategic focus. Key strategic issues are identified. A CRM Strategy Matrix is presented which considers the strategic context of companies and the implications for the development of their CRM strategies. Four alternative approaches towards building customer relationships are identified and migration paths between them are reviewed. Implications for implementing CRM strategy and future research are discussed.
Purpose – The paper aims to consider the neglected area of customer relationship management (CRM)... more Purpose – The paper aims to consider the neglected area of customer relationship management (CRM) and customer management's “dark side”; and identify the key types of dark side behaviours of service providers as well as integrated approaches to CRM that will assist in overcoming dark side behaviour. Design/methodology/approach – Based on an extensive literature review, supplemented by insights drawn from
... Each encounter can be mapped using tools such as process mapping or service blueprinting. 34 ... more ... Each encounter can be mapped using tools such as process mapping or service blueprinting. 34 36The concept of a perfect customer experience also needs to be considered in the ... With most organisations today operating in a multi-channel environment, the channel strategy ...
... justified by the benefits. Figure 1A framework for relationship value management. Figure 2 Va... more ... justified by the benefits. Figure 1A framework for relationship value management. Figure 2 Value creation between the organisation and key stakeholder groups. Figure 3 The service-profit chain. References. Anderson, E, Oliver, R ...
... economic value. Discussion and future research. This paper provides a theoretical contributio... more ... economic value. Discussion and future research. This paper provides a theoretical contribution to the marketing literature by exploring the application of the customervalue proposition concept to other stakeholder markets. We ...
... in linkages, correlations and possible causal relationships between concepts such as leadersh... more ... in linkages, correlations and possible causal relationships between concepts such as leadership, employee satisfaction, employee retention, customer satisfaction, customer loyalty, customer retention, customer profitability and ... Page 13. Relationship Value Management ...
... Adrian Payne1 and Pennie Frow2 Customer Relationship Management: from Strategy to Implementat... more ... Adrian Payne1 and Pennie Frow2 Customer Relationship Management: from Strategy to Implementation ... This article examines Customer Relationship Management, or CRM, from the perspective of strategy formulation and implementation. ...
... now consider a methodology for developing a segmented service strategy to deliver the improve... more ... now consider a methodology for developing a segmented service strategy to deliver the improved service, retention and resulting ... Step 4: Implement segmented service strategy ... overheads, so a decision might be made to try and migrate these customers to direct call centre sales ...
Over the last decade and a half Customer Relationship Management (CRM) has developed into an area... more Over the last decade and a half Customer Relationship Management (CRM) has developed into an area of major significance. However, there is considerable confusion in the academic and managerial literature about what is meant by CRM and how if differs from relationship marketing. Further, despite heavy investment by organizations in CRM, there is extensive reporting of CRM’s failure to achieve anticipated results in the literature. This article reviews the conceptual differences between CRM and relationship marketing and defines these terms. It argues that, in many organizations, CRM failures have occurred through a lack of strategic focus. Key strategic issues are identified. A CRM Strategy Matrix is presented which considers the strategic context of companies and the implications for the development of their CRM strategies. Four alternative approaches towards building customer relationships are identified and migration paths between them are reviewed. Implications for implementing CRM strategy and future research are discussed.
Purpose – The paper aims to consider the neglected area of customer relationship management (CRM)... more Purpose – The paper aims to consider the neglected area of customer relationship management (CRM) and customer management's “dark side”; and identify the key types of dark side behaviours of service providers as well as integrated approaches to CRM that will assist in overcoming dark side behaviour. Design/methodology/approach – Based on an extensive literature review, supplemented by insights drawn from
... Each encounter can be mapped using tools such as process mapping or service blueprinting. 34 ... more ... Each encounter can be mapped using tools such as process mapping or service blueprinting. 34 36The concept of a perfect customer experience also needs to be considered in the ... With most organisations today operating in a multi-channel environment, the channel strategy ...
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