Customer Relationship Management

Daniel D. Prior
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Daniel D. Prior: University of New South Wales

Chapter 6 in B2B Customer Engagement Strategy, 2023, pp 119-141 from Springer

Abstract: Abstract In this chapter, we focus on CRM as one of the sub-capabilities of a CE capability. As we see, companies must acknowledge that they face two levels of customer interactions—the customer journey level and the customer relationship level. Customer relationships involve a big picture, long-term set of customer brand touchpoint interactions over multiple customer journeys. So, the CRM sub-capability centres on sustaining the interest of desirable customers over the long term.

Date: 2023
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DOI: 10.1007/978-3-031-23409-5_6

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