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Customer Relationship Management

In: B2B Customer Engagement Strategy

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  • Daniel D. Prior

    (University of New South Wales)

Abstract

In this chapter, we focus on CRM as one of the sub-capabilities of a CE capability. As we see, companies must acknowledge that they face two levels of customer interactions—the customer journey level and the customer relationship level. Customer relationships involve a big picture, long-term set of customer brand touchpoint interactions over multiple customer journeys. So, the CRM sub-capability centres on sustaining the interest of desirable customers over the long term.

Suggested Citation

  • Daniel D. Prior, 2023. "Customer Relationship Management," Springer Books, in: B2B Customer Engagement Strategy, chapter 6, pages 119-141, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-23409-5_6
    DOI: 10.1007/978-3-031-23409-5_6
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