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The new customer relationship management tool -- product elimination?

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  • David Harness
  • Tina Harness

Abstract

The creation of long-term customer purchasing relationships depends upon continually aligning products to customer's needs, fulfilling their expectations, building/sustaining trust, and facilitating satisfaction. Product elimination can potentially destroy these. In financial services the ownership of the product remains shared between the customer and organisation. To fully eliminate a product requires that it is removed from customers, which may drive them to seek alternative suppliers. The product management challenge is how to manage customers through an elimination action whilst strengthening their purchasing relationship with the organisation, if desired. Financial service product elimination is fundamentally about managing customers out of one product into another, or out of the organisation. Elimination can, by choice of elimination strategy, be used to improve the offerings a customer has, or to encourage them to exit the organisation. This provides the basis for using product elimination as customer relationship management tool.

Suggested Citation

  • David Harness & Tina Harness, 2004. "The new customer relationship management tool -- product elimination?," The Service Industries Journal, Taylor & Francis Journals, vol. 24(2), pages 67-80, March.
    • Handle: RePEc:taf:servic:v:24:y:2004:i:2:p:67-80
    DOI: 10.1080/02642060412331301262
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    Cited by:

    1. Yi-Wen Fan & Edward Ku, 2008. "Customer focus, service process fit and customer relationship management profitability: the effect of knowledge sharing," The Service Industries Journal, Taylor & Francis Journals, vol. 30(2), pages 203-223, February.
    2. Shah, Purvi, 2020. "Managing customer reactions to brand deletion in B2B and B2C contexts," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    3. Christina Bauer & Jana Turčínková, 2020. "Product Elimination in German Industrial Companies: A Comparison Study with US and UK Industrial Companies," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 68(3), pages 585-596.

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