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Gaining customer knowledge through analytical CRM

Mark Xu (Department of Strategy & Business Systems, Portsmouth Business School, University of Portsmouth, Portsmouth, UK)
John Walton (Department of Strategy & Business Systems, Portsmouth Business School, University of Portsmouth, Portsmouth, UK)

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 1 September 2005

28739

Abstract

Purpose

This paper aims to examine how customer relationship management (CRM) systems are implemented in practice with a focus on the strategic application, i.e. how analytical CRM systems are used to support customer knowledge acquisition and how such a system can be developed.

Design/methodology/approach

The current practice of CRM application is based on examining data reported from a four‐year survey of CRM applications in the UK and an evaluation of CRM analytical functions provided by 20 leading software vendors. A conceptual model of an analytical CRM system for customer knowledge acquisition is developed based on the findings and literature review.

Findings

Current CRM systems are dominated by operational applications such as call centres. The application of analytical CRM has been low, and the provision of these systems is limited to a few leading software vendors.

Practical implications

The findings shed light on the potential area in which organisations can strategically use CRM systems. It also provides guidance for the IT industry as to how an analytical CRM system should be developed to support customer knowledge acquisition.

Originality/value

The latest findings on CRM systems application are reported, and an innovative analytical CRM system is proposed for customer knowledge acquisition.

Keywords

Citation

Xu, M. and Walton, J. (2005), "Gaining customer knowledge through analytical CRM", Industrial Management & Data Systems, Vol. 105 No. 7, pp. 955-971. https://doi.org/10.1108/02635570510616139

Publisher

:

Emerald Group Publishing Limited

Copyright © 2005, Emerald Group Publishing Limited

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