A Strategic Framework for Customer Relationship Management

by Adrian Payne, Pennie Frow
Citation
Title:
A Strategic Framework for Customer Relationship Management
Author:
Adrian Payne, Pennie Frow
Year: 
2005
Publication: 
Volume: 
69
Issue: 
4
Start Page: 
167
End Page: 
176
Publisher: 
Language: 
URL: 
Select license: 
Select License
DOI: 
10.1509/jmkg.2005.69.4.167
PMID: 
ISSN: 
Abstract:

In this article, the authors develop a conceptual framework for customer relationship management (CRM) that helps broaden the understanding of CRM and its role in enhancing customer value and, as a result, shareholder value. The authors explore definitional aspects of CRM, and they identify three alternative perspectives of CRM. The authors emphasize the need for a cross-functional, process-oriented approach that positions CRM at a strategic level. They identify five key cross-functional CRM processes: a strategy development process, a value creation process, a multichannel integration process, an information management process, and a performance assessment process. They develop a new conceptual framework based on these processes and explore the role and function of each element in the framework. The synthesis of the diverse concepts within the literature on CRM and relationship marketing into a single, process-based framework should provide deeper insight into achieving success with CRM strategy and implementation.

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