Strategic CRM

V. Kumar and Werner Reinartz
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V. Kumar: Georgia State University

Chapter 3 in Customer Relationship Management, 2018, pp 33-48 from Springer

Abstract: Abstract This chapter examines the strategic aspects of CRM in detail while also providing deeper insights into the distinct requirements and key success factors for developing and implementing efficient, effective customer management strategies. Section 3.1 introduces the four main components of a CRM strategy: customer-management orientation, integration and alignment of organizational processes, information capture and alignment of technology, and CRM strategy implementation. The following section explores the main steps for developing a CRM strategy, before the chapter concludes with an investigation of ways to manage relationships with key stakeholders, including suppliers, employees, and investors.

Date: 2018
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DOI: 10.1007/978-3-662-55381-7_3

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