CRM: Profiting from understanding customer needs

Anne Stringfellow, Nie Winter, David Bowen

    Research output: Contribution to journalArticlepeer-review

    27 Scopus citations


    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
    Issue number5
    StatePublished - Sep 2004

    ASJC Scopus subject areas

    • Business and International Management
    • Marketing

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