Abstract
Customer relationship management requires the alignment of three building blocks: insight into customer decision-making, information about customers, and information-processing capability. However, its emphasis on the latter has outpaced the first two, so that CRM rarely realizes its full potential. The guidelines presented here can help managers build a full-spectrum information portfolio for CRM that, through the thoughtful integration of existing tools, information properties, and communication channels, can provide a more complete picture of customers and form the basis for longlasting and profitable relationships with them.
Original language | English (US) |
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Pages (from-to) | 45-52 |
Number of pages | 8 |
Journal | Business Horizons |
Volume | 47 |
Issue number | 5 |
DOIs | |
State | Published - Sep 2004 |
Externally published | Yes |
ASJC Scopus subject areas
- Business and International Management
- Marketing