CRM: Profiting from understanding customer needs

Anne Stringfellow, Nie Winter, David Bowen

    Research output: Contribution to journalArticle

    21 Citations (Scopus)

    Abstract

    Customer relationship management requires the alignment of three building blocks: insight into customer decision-making, information about customers, and information-processing capability. However, its emphasis on the latter has outpaced the first two, so that CRM rarely realizes its full potential. The guidelines presented here can help managers build a full-spectrum information portfolio for CRM that, through the thoughtful integration of existing tools, information properties, and communication channels, can provide a more complete picture of customers and form the basis for longlasting and profitable relationships with them.

    Original languageEnglish (US)
    Pages (from-to)45-52
    Number of pages8
    JournalBusiness Horizons
    Volume47
    Issue number5
    DOIs
    StatePublished - Sep 2004

    Fingerprint

    Customer needs
    Information processing
    Customer information
    Customer relationship management
    Decision making
    Communication channels
    Managers
    Alignment

    ASJC Scopus subject areas

    • Business and International Management
    • Marketing

    Cite this

    CRM : Profiting from understanding customer needs. / Stringfellow, Anne; Winter, Nie; Bowen, David.

    In: Business Horizons, Vol. 47, No. 5, 09.2004, p. 45-52.

    Research output: Contribution to journalArticle

    Stringfellow, A, Winter, N & Bowen, D 2004, 'CRM: Profiting from understanding customer needs', Business Horizons, vol. 47, no. 5, pp. 45-52. https://doi.org/10.1016/j.bushor.2004.07.008
    Stringfellow, Anne ; Winter, Nie ; Bowen, David. / CRM : Profiting from understanding customer needs. In: Business Horizons. 2004 ; Vol. 47, No. 5. pp. 45-52.
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