 Making Sense of Customer Relationship Management Strategies in a Technology-Driven WorldV. Anyfioti, S. Dutta and T. Evgeniou Chapter 12 in Organizations as Knowledge Systems, 2004, pp 276-297 from Palgrave Macmillan Abstract: Abstract In a world where rapid technological changes lead to continuously innovative forms of interactivity and connectivity among companies and customers, Customer Relationship Management (CRM) has emerged as a key managerial issue that companies increasingly need to master. The available CRM strategic options are now numerous. This chapter provides a framework that can enable managers to have a better understanding of the current status of CRM and future trends in their industry. We introduce a model that looks simultaneously at the two main levers of change in the market today: the increasing interactivity with customers and the networking effect among the market elements, namely customers and companies. Using examples from today’s market we point out that scoring high in all CRM dimensions is not necessarily ideal for each and every company and we identify the key factors that should be taken into account in defining a successful CRM strategy. Keywords: Customer Relationship Management; Market Integration; Brand Loyalty; Loyalty Scheme; Valuable Customer (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-52454-5_13 Ordering information: This item can be ordered from Access Statistics for this chapter More chapters in Palgrave Macmillan Books from Palgrave Macmillan |
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