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Making Sense of Customer Relationship Management Strategies in a Technology-Driven World

In: Organizations as Knowledge Systems

Author

Listed:
  • V. Anyfioti
  • S. Dutta
  • T. Evgeniou

Abstract

In a world where rapid technological changes lead to continuously innovative forms of interactivity and connectivity among companies and customers, Customer Relationship Management (CRM) has emerged as a key managerial issue that companies increasingly need to master. The available CRM strategic options are now numerous. This chapter provides a framework that can enable managers to have a better understanding of the current status of CRM and future trends in their industry. We introduce a model that looks simultaneously at the two main levers of change in the market today: the increasing interactivity with customers and the networking effect among the market elements, namely customers and companies. Using examples from today’s market we point out that scoring high in all CRM dimensions is not necessarily ideal for each and every company and we identify the key factors that should be taken into account in defining a successful CRM strategy.

Suggested Citation

  • V. Anyfioti & S. Dutta & T. Evgeniou, 2004. "Making Sense of Customer Relationship Management Strategies in a Technology-Driven World," Palgrave Macmillan Books, in: Haridimos Tsoukas & Nikolaos Mylonopoulos (ed.), Organizations as Knowledge Systems, chapter 12, pages 276-297, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-52454-5_13
    DOI: 10.1057/9780230524545_13
    as

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