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Strategic CRM

In: Customer Relationship Management

Author

Listed:
  • V. Kumar

    (Georgia State University)

  • Werner Reinartz

    (University of Cologne)

Abstract

This chapter examines the strategic aspects of CRM in detail while also providing deeper insights into the distinct requirements and key success factors for developing and implementing efficient, effective customer management strategies. Section 3.2 introduces the four main components of a CRM strategy: customer-management orientation, integration and alignment of organizational processes, information capture and alignment of technology, and CRM strategy implementation. The following section explores the main steps for developing a CRM strategy, before the chapter concludes with an investigation of ways to manage relationships with key stakeholders, including suppliers, employees, and investors.

Suggested Citation

  • V. Kumar & Werner Reinartz, 2012. "Strategic CRM," Springer Texts in Business and Economics, in: Customer Relationship Management, edition 2, chapter 3, pages 35-53, Springer.
    • Handle: RePEc:spr:sptchp:978-3-642-20110-3_3
    DOI: 10.1007/978-3-642-20110-3_3
    as

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