A Framework for Customer Relationship Management
Abstract
The essence of the information technology revolution and, in particular, the World Wide Web is the opportunity afforded companies to choose how they interact with their customers. The Web allows companies to build better relationships with customers than has been previously possible in the offline world. This revolution in customer relationship management (CRM) has been referred to as the new mantra of marketing. However, a problem is that CRM means different things to different people. This article develops a comprehensive CRM model incorporating seven phases: database creation, analysis of the database, customer selection, customer targeting, relationship marketing, privacy issues, and new metrics necessary for evaluating the CRM effort. The article also discusses the implications of CRM for future marketing organizations.
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CRM in practice proposes to develop a set of rules or models that, when applied to information known about the firm's customer, yield a customized marketing message.
“What CRM proposes to do in practice is to develop a set of rules or models that, when applied to the information known about the firm ' s customer, yield a customized marketing message (Winer 2001).”
From Moving from customer lifetime value to customer equity (2009) · cites this paper as Winer 2001
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Rust, R. T. (2020) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2019.08.002 · Cited by 381 · see citing works
E-satisfaction: A re-examination
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Exploring the role of customer relationship management (CRM) systems in customer knowledge creation
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Brand Relationship Quality and Its Value for Personal Contact
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Shen, A., & Dwayne Ball, A. (2009) · Journal of Services Marketing · doi:10.1108/08876040910946341 · Cited by 105 · see citing works
Loyalty in e-Tailing: A Conceptual Framework
Grewal, D., Lindsey-Mullikin, J., & Munger, J. (2004) · Journal of Relationship Marketing · doi:10.1300/j366v02n03_03 · Cited by 48 · see citing works
Moving from customer lifetime value to customer equity
Drèze, X., & Bonfrer, A. (2009) · Quantitative Marketing and Economics · doi:10.1007/s11129-009-9067-y · Cited by 48 · see citing works
- Authors
- Winer, R. S.
- Corresponding author
- Winer, Russell S.
- ORCID
- Winer, Russell S.
- Venue
- California Management Review
- Publisher
- SAGE Publications
- Published
- 2001-07
- Volume
- 43
- Issue
- 4
- Pages
- 89-105
- ISSN
- 0008-1256 (ISSN-L)
- 2162-8564
- OpenAlex
- W2076111670
- Cited by
- 868
- References
- 0
- Citations by year
- 2026: 6 · 2025: 12 · 2024: 13 · 2023: 17 · 2022: 21 · 2021: 27 · 2020: 27 · 2019: 26 · 2018: 43 · 2017: 29 · 2016: 31 · 2015: 55 · 2014: 55 · 2013: 54 · 2012: 66
- FWCI
- 64.88
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- California Management Review (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Social Sciences › Business, Management and Accounting › Strategy and Management › Corporate Governance and Management
- Social Sciences › Business, Management and Accounting › Marketing › Customer churn and segmentation
- Keywords
- customer relationship management, customer relationship marketing, customer database, client selection, customer targeting, consumer privacy, World Wide Web, marketing organization
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