The Goals of Customer Relationship Management

Ronald E. Goldsmith
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Ronald E. Goldsmith: Florida State University, USA

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2010, vol. 1, issue 1, 16-27

Abstract: The present article proposes that the variety of existing managerial practices collectively described as “customer relationship management” can be organized and coordinated into a logical sequence of goals and methods that is more effective than performing them in an uncoordinated fashion. The model proposes that managers have five distinct but interrelated goals: customer acquisition, customer retention, customer development, customer consultation, and customer conversion. Although each goal can be achieved using distinct and well-known marketing practices, the model integrates the practices in a temporal and logical order in which achieving one goal contributes to achieving other goals. Integrating the procedures and technologies used at each stage results is a synergistic effort that should benefit companies and can guide empirical research.

Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jcrmm0:v:1:y:2010:i:1:p:16-27

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International Journal of Customer Relationship Marketing and Management (IJCRMM) is currently edited by Riyad Eid

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