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Strategic CRM

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Customer Relationship Management

Part of the book series: Springer Texts in Business and Economics ((STBE))

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 3.1 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.

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Authors and Affiliations

  1. J. Mack Robinson College of Business, Center for Excellence in Brand and Customer Management, Georgia State University, Atlanta, Georgia, USA

    V. Kumar

  2. Department of Retailing and Customer Management, University of Cologne, Cologne, Germany

    Werner Reinartz

Authors
  1. V. Kumar
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  2. Werner Reinartz
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Kumar, V., Reinartz, W. (2018). Strategic CRM. In: Customer Relationship Management. Springer Texts in Business and Economics. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-55381-7_3

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