This paper presents a self‐assessment tool which organizations can use to evaluate their use of CRM. Three case study examples are used to illustrate how the tool can be used. These examples are analyzed in terms of key CRM criteria to show where their relative strengths and weaknesses lie. The case examples encompass a spectrum of approaches that work well in terms of sustained customer orientation. The CRM factor evaluation matrix and the balanced scorecard are used to draw conclusions about the cases, displayed in the form of positioning maps. Whilst all the case organizations have strong profiles for different reasons, Boots the Chemists emerges as particularly well performing in terms of the sophistication of their approach to CRM, which inevitably has a consequent beneficial effect on the organization's TQM culture.
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