Customer relationship management: A capabilities portfolio perspective

Plakoyiannaki, Emmanuella and Tzokas, Nikolaos (2002) Customer relationship management: A capabilities portfolio perspective. Journal of Database Marketing, 9 (3). pp. 228-237.

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Research evidence shows that companies fail to make their customer relationship management (CRM) efforts pay off. This is probably due to the acknowledged lack of guidelines assisting firms to identify and develop capabilities enabling the successful implementation of their CRM system. In this paper, this deficiency is addressed by proposing a list of critical CRM capabilities and articulating tasks for their development within the organisation. The point of departure is a holistic CRM definition, which is grounded on market-orientation, information technology (IT) and integration. Alongside research evidence, it is used as a basis for the development of an overall conceptual framework for CRM capabilities. The framework is analysed and discussed, and practical implications are offered for the firm.

Item Type: Article
Faculty \ School: Faculty of Social Sciences > Norwich Business School
Depositing User: Nicola Secker
Date Deposited: 18 Apr 2011 15:36
Last Modified: 12 Sep 2023 10:30
DOI: 10.1057/palgrave.jdm.3240004

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