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1 – 10 of over 6000This chapter starts with the phenomenon of CRM systems being sometimes more considered as a burden than a support by salespeople. The main argument is that CRM tools do barely fit…
Abstract
This chapter starts with the phenomenon of CRM systems being sometimes more considered as a burden than a support by salespeople. The main argument is that CRM tools do barely fit the needs of salespeople as their functions, most of all, are administrative, which leads to a resistance for using them.
The author shows how this kind of shortcomings are manifested in “real-life” operations and finds out that much of the problems seem to be due to the very architecture of extant CRM systems. Indeed, creative offerings and business development imply advanced cognitive processes for which there are no functions in traditional CRM tools.
Therefore, the core part of the chapter leads to a discussion on how genuine supportive CRM systems architecture should be designed. The sales process is made of three phases beyond the administration one, namely, a sense-making, a sense-giving, and a sense-acting phase. An adequate architectural design would take into consideration functions that support the whole process, which also includes informative links and a much more visual design to process information instantly.
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Customer relationship management (CRM) indicates a comprehensive strategy and an interactive process intended to achieve an optimum balance between corporate investment and the…
Abstract
Purpose
Customer relationship management (CRM) indicates a comprehensive strategy and an interactive process intended to achieve an optimum balance between corporate investment and the satisfaction of customer needs to generate the maximum profit. E‐CRM refers to CRM using internet technology plus a database, OLAP, data warehouse, data mining, etc. In order to gain an understanding of the efficiency of implementing an e‐CRM system within the library context, to develop theoretically and empirically an evaluation process for the e‐CRM system and survey its impact on service quality, a pilot scheme was initiated in 2004. The pilot scheme was to design and implement an e‐CRM prototype system for a particular academic library in Taiwan and to survey the system's performances. This paper aims to discuss this matter.
Design/methodology/approach
The case study methodology was chosen for this preliminary study. A prototype e‐CRM system was designed and built for an academic library in Taiwan. To measure its service quality, a questionnaire survey was conducted.
Findings
It was found that the respondents have the relatively highest perception scores related to the library's trying to improve its service quality, and the relatively lowest perception scores for the system's capability of keeping a promise. In general, the respondents' perception toward e‐CRM service quality was either neutral or positive.
Research limitations/implications
A workable methodology for measuring the e‐CRM service quality in a particular academic library is presented, and information about the service being evaluated is gathered.
Originality/value
Two strengths of the preliminary study are that a prototype e‐CRM system is designed and implemented in an academic library and a measurement instrument is devised. These will both be useful to other libraries.
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Jayanthi Ranjan and Vishal Bhatnagar
The purpose of this paper is to propose the important principles for successful CRM analytics (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.
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The high rate of CRM failures is a matter of concern for business managers. Although the benefits of CRM have been well acknowledged, the manner in which CRM's benefits can be…
Abstract
Purpose
The high rate of CRM failures is a matter of concern for business managers. Although the benefits of CRM have been well acknowledged, the manner in which CRM's benefits can be leveraged is still not well understood. This paper seeks to offer an approach that can be used to strategize for CRM in order to leverage the benefits.
Design/methodology/approach
The paper is based on the findings of various authors and by studying the CRM strategy adopted by Tesco to develop a conceptual framework that can be used for strategizing for CRM.
Findings
The contribution of the author of this paper is a conceptual framework that can be used to strategize for CRM. The four stages of the framework are: Engage- Segment-Personalize-Track.
Research limitations/implications
Only one case study has been referred to.
Practical implications
The framework can be used by managers who desire to use CRM and leverage its benefits.
Originality/value
Since the failure rates of CRM are high, it seems that the existing frameworks and approaches are not capable of ensuring success with CRM. It is hoped that this new conceptual approach that basically focuses on four steps – Engage-Segment-Personalize-Track – will deliver on the promise of CRM.
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Yun E. Zeng, H. Joseph Wen and David C. Yen
Customer relationship management (CRM) and business‐to‐business (B2B) are essential to the success of modern business. Although they are two different modules, they share many…
Abstract
Customer relationship management (CRM) and business‐to‐business (B2B) are essential to the success of modern business. Although they are two different modules, they share many similarities. The integration of CRM and B2B will benefit all related parties in business processes, including sales, marketing, customer service, and information support. This article discusses the characteristics, similarities, and differences of B2B and CRM. It also explores the CRM‐B2B integration strategies, the current issues and their future development trends.
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Parthesh R. Shanbhag, Yogesh Pai P., Murugan Pattusamy, Gururaj Kidiyoor and Nandan Prabhu
This study aims to investigate the potential positive effects of cause-related marketing (CRM) campaigns that show evidence of commitment to espoused causes. It examines whether…
Abstract
Purpose
This study aims to investigate the potential positive effects of cause-related marketing (CRM) campaigns that show evidence of commitment to espoused causes. It examines whether consumers respond positively when a CRM campaign promises to deliver proof of the espoused cause.
Design/methodology/approach
This study adopted the grounded theory approach to conceptualize the promised impact evidence construct. A promised impact evidence scale was developed and validated using robust qualitative and quantitative methods, including item response theory estimates.
Findings
The study provides evidence for promised impact evidence as a reflective second-order latent construct. The promised impact evidence scale demonstrates strong internal consistency, reliability and validity. In addition, this study posits that promised impact evidence is an antecedent of advertising trust, purchase intention, advertising credibility and persuasive and selling intent.
Originality/value
This study positioned the promised impact evidence scale against the theoretical underpinnings of the persuasion knowledge model. Specifically, this scale contributes to existing knowledge because it applies the persuasion knowledge model in CRM campaigns by adopting an acceptance focus, as opposed to the rejection focus used in developing persuasion knowledge model scales.
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Sujo Thomas, Suryavanshi A.K.S, Viral Bhatt, Vinod Malkar, Sudhir Pandey and Ritesh Patel
Businesses embark on cause-related marketing (CRM) initiatives as a marketing strategy to fortify consumers' behavioural intentions. Prior research indicates that human values…
Abstract
Purpose
Businesses embark on cause-related marketing (CRM) initiatives as a marketing strategy to fortify consumers' behavioural intentions. Prior research indicates that human values could be tapped to understand the consumers' responses to perceived organizational motives behind undertaking social cause initiatives. This research employs Schwartz's theory of human values to examine consumers' patronage intentions towards CRM-linked fashion products. Moreover, fashion leaders play a crucial role in the diffusion of the latest fashion and fashion trends. This research investigates by integrating human values and fashion leadership, offering insights into CRM-linked fashion consumption motives.
Design/methodology/approach
The overarching goal was to investigate the complex interplay between human values and female fashion leadership to predict CRM patronage intention (CPI). Hence, a large-scale research study on 2,050 samples was undertaken by adopting threefold partial least squares–multigroup analysis–artificial neural network (PLS-MGA-ANN) to establish and empirically test a comprehensive model.
Findings
This study is unique as it establishes and validates the relative or normalized importance placed on human values by fashion leaders, thereby predicting CPIs. The results revealed that women with high-fashion leadership and specific value types (benevolence, universalism, self-direction) are more likely to patronize CRM-linked fashion retailers. In addition, the findings validated that women with low-fashion leadership and specific value types (tradition, security, conformity) are more likely to patronize CRM-linked fashion stores.
Originality/value
The findings provide a valuable rationale to non-profit marketers, fashion marketing experts and practitioners to design customer value-based profiling and manage crucial CRM decisions.
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Rashed Al Karim, Md Karim Rabiul and Sakia Kawser
This study aims to examine the effect of e-customer relationship management (e-CRM) on customer e-loyalty through e-service quality and e-satisfaction. This study also examines…
Abstract
Purpose
This study aims to examine the effect of e-customer relationship management (e-CRM) on customer e-loyalty through e-service quality and e-satisfaction. This study also examines how customers’ e-loyalty affects their willingness to recommend a banking service.
Design/methodology/approach
A total of 372 private bank customers from Chattogram, the second largest and only port city of Bangladesh, were chosen using a convenience sampling technique. Structured equation modelling was used to analyse the data.
Findings
E-CRM positively impacts e-service quality, customer e-satisfaction and customer e-loyalty. The association between e-CRM and customer e-loyalty is sequentially mediated by e-service quality and e-satisfaction. E-loyalty has a significant influence on willingness to recommend a banking service.
Practical implications
The findings will help Bangladeshi banks boost the number of prospective customers implementing e-CRM. In addition, mediators between e-CRM and e-loyalty provides managers a new insight on willingness to recommend a banking service.
Originality/value
The sequential mediation effect of e-service quality and customer e-satisfaction on the connection between e-CRM and e-loyalty represents the unique contribution and enriches the present e-CRM literature, particularly in the Bangladeshi private banking sector.
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M. Travis Maynard, David Marshall and Matthew D. Dean
Purpose – In an attempt to enhance patient safety, health care facilities are increasingly turning to crew resource management (CRM) and other teamwork training interventions…
Abstract
Purpose – In an attempt to enhance patient safety, health care facilities are increasingly turning to crew resource management (CRM) and other teamwork training interventions. However, there is still quite a bit about such training interventions that remain unclear. Accordingly, our primary intent herein is to provide some clarity by providing a review of the literature, in hopes of highlighting the current state of the literature as well as identifying the areas that should be addressed by researchers in this field going forward.
Design/methodology/approach – We searched various electronic databases and utilized numerous relevant search terms to maximize the likelihood of identifying all empirical research related to the use of CRM training within health care. Additionally, we conducted a manual search of the most relevant journals and also conducted a legacy search to identify even more articles. Furthermore, given that as a research team we have experience with CRM initiatives, we also integrate the lessons learned through this experience.
Findings – Based on our review of the literature, CRM and teamwork training programs generally appear beneficial to individual employees, the groups and teams within such settings, and overall health care organizations.
Originality/value – In addition to reviewing the literature that addressed CRM and teamwork training, we also highlight some of the more critical aspects of CRM training programs in order for such initiatives to be as successful as possible. Additionally, we detail various factors that appear essential to sustaining any benefits of CRM over the long haul.
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The versatility of customer relationship management (CRM) systems has kept these technologies popular over the years. These solutions have been integrated into organizations of…
Abstract
The versatility of customer relationship management (CRM) systems has kept these technologies popular over the years. These solutions have been integrated into organizations of all sizes, from large corporations to small- and medium-sized enterprises. Similarly, CRM systems have also found applications in all types of industries and business sectors. All this has been the driving force behind the proliferation of CRM solutions around the world. In this chapter, the author not only reflects on the impact and democratization of CRM systems on business management and marketing strategies but also explores how these technologies can determine the company's income. In particular, the author presents an experiment that analyzes the extent to which the volume of annual investment in CRM solutions can be used to predict annual net income in a sample of companies. Using time series analysis and applying the autoregressive integrated moving average modeling technique, the researcher examines a sample of 10 companies from different industries, and countries, over a 20-year period. The results show the efficiency of the predictive models developed in nine of the 10 companies analyzed. The findings of this study allow us to conclude that there seems to be an association between the investments made in CRM solutions and the income of the companies that invest in these technologies.
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