Understanding customer relationship management (CRM)

Injazz J. Chen (Department of Operations Management and Business Statistics, College of Business Administration, Cleveland State University, Cleveland, Ohio, USA)
and
Karen Popovich (Department of Operations Management and Business Statistics, College of Business Administration, Cleveland State University, Cleveland, Ohio, USA)

Business Process Management Journal

ISSN: 1463-7154

Publication date: 1 October 2003

Abstract

Customer relationship management (CRM) is a combination of people, processes and technology that seeks to understand a company's customers. It is an integrated approach to managing relationships by focusing on customer retention and relationship development. CRM has evolved from advances in information technology and organizational changes in customer‐centric processes. Companies that successfully implement CRM will reap the rewards in customer loyalty and long run profitability. However, successful implementation is elusive to many companies, mostly because they do not understand that CRM requires company‐wide, cross‐functional, customer‐focused business process re‐engineering. Although a large portion of CRM is technology, viewing CRM as a technology‐only solution is likely to fail. Managing a successful CRM implementation requires an integrated and balanced approach to technology, process, and people.

Keywords

Citation

Injazz J. Chen and Karen Popovich (2003) "Understanding customer relationship management (CRM)", Business Process Management Journal, Vol. 9 No. 5, pp. 672-688

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DOI

: https://doi.org/10.1108/14637150310496758

Publisher

:

MCB UP Ltd

Copyright © 2003, MCB UP Limited

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