Principles for successful aCRM in organizations

Abstract

Purpose

The purpose of this paper is to propose the important principles for successful CRM analytics (aCRM) in organizations.

Design/methodology/approach

The paper employs the approach of identifying the major critical business information needed for aCRM in organizations. The approach to identify the critical business is based on the cross‐pollination of information related to aCRM. Analyzing aCRM from the hybrid blends of business sources provides a clear understanding in a more realist dimension.

Findings

The paper finds that knowing what to capture is fundamental to business alignment of aCRM in a typical business environment.

Practical implications

The successful implementation of the principles of aCRM will help organizations to measure the effectiveness of their direct marketing activities.

Originality/value

The chosen research strategy was to survey aCRM in organizations that are being incorporated worldwide and analyze their content, looking for similarities and complementarities in their nature of business strategies. First, the paper identified existing aCRM systems, examining available listings of aCRM systems in organizations, and expanding them through Internet searches. The paper then collected detailed information on aCRM systems, and examined the descriptions, nature of organizations, their business strategies, their view on business values etc.

Citation

Ranjan, J. and Bhatnagar, V. (2008), "Principles for successful aCRM in organizations", Direct Marketing: An International Journal, Vol. 2 No. 4, pp. 239-247. https://doi.org/10.1108/17505930810931035