Further Thoughts on Crm
Peter C. Verhoef
University of Groningen - Department of Marketing & Marketing Research
Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM); Erasmus Research Institute of Management (ERIM)
17 2002 9,
ERIM Report Series Reference No. ERS-2002-83-MKT
Skepticism and disappointment have replaced the initial enthusiasm about CRM. The disappointing results of CRM-projects are often related to difficulties that managers encounter in embedding CRM in their strategy and organization structure. In this article we present a classification scheme on how CRM can be strategically embedded in organizations using the value disciplines of Treacy and Wiersema. We use the findings from three case studies to illustrate our classification. Based on these case studies and interviews with managers we distinguish between strategic and tactical CRM, and derive important issues that managers should consider before successfully implementing CRM.
Number of Pages in PDF File: 33
Keywords: customer relationship management, marketing strategy, marketing performance
JEL Classification: M, M31, C44
Date posted: February 5, 2003
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