Eleven Misconceptions About Customer Relationship Management

7 Pages Posted: 17 Feb 2003

See all articles by Peter C. Verhoef

Peter C. Verhoef

University of Groningen - Department of Marketing & Marketing Research

Fred Langerak

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM); Erasmus Research Institute of Management (ERIM)

Abstract

Higher buying rates and lower service costs make long-term customers more profitable and firms increasingly focus their marketing efforts on customer relationship management (CRM). However, they are often disappointed by the performance of CRM projects. These disappointing results are caused by managerial misconceptions about CRM and customer behaviour. This article focuses on 11 of these misconceptions to help managers make well-considered CRM-related decisions and raise the success rate of CRM projects.

Suggested Citation

Verhoef, Peter C. and Langerak, Fred, Eleven Misconceptions About Customer Relationship Management. Business Strategy Review, Vol. 13, pp. 70-76, 2002. Available at SSRN: https://ssrn.com/abstract=368750

Peter C. Verhoef (Contact Author)

University of Groningen - Department of Marketing & Marketing Research ( email )

Netherlands

Fred Langerak

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM) ( email )

P.O. Box 1738
Room T08-21
3000 DR Rotterdam, 3000 DR
Netherlands

Erasmus Research Institute of Management (ERIM)

P.O. Box 1738
3000 DR Rotterdam
Netherlands

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