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Professor Adrian Payne of Cranfield School of Management insists that customer relationship management has a pivotal role to play in unlocking customer value.
A strategic approach to CRM - Part 1 | Part 2| Part 3
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Adrian Payne: no amount of IT can compensate for the requirement of human investment
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Customer relationship management is a management approach that seeks to create, develop and enhance relationships with carefully targeted customers.
CRM should be viewed as a strategic set of activities that begins with a detailed review of an organisation’s strategy and concludes with an improvement in shareholder value. The notion that competitive advantage stems from the creation of value for the customer and for the company is key to the success of CRM.
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International Consultants' Guide 2002
Copyright © 2002 |
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Market Overview