CRM: Profiting from understanding customer needs

Anne Stringfellow, Nie Winter, David Bowen

Research output: Contribution to journalArticlepeer-review

33 Scopus citations


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 languageEnglish (US)
Pages (from-to)45-52
Number of pages8
JournalBusiness Horizons
Issue number5
StatePublished - Sep 2004
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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