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Customer Relationship Management

In: Business Relationship Management and Marketing

Author

Listed:
  • Martin Gersch

    (Freie Universität Berlin)

Abstract

Business relationship management today often has a strong IT backbone, called customer relationship management (CRM). This chapter introduces CRM and discusses how CRM can contribute to successful business relationship management. It distinguishes operational, strategic, analytical and communicative CRM and introduces CRM goals. Based on the diagnosis that CRM, when first introduced, caused euphoria but often never lived up to the promises it held, the author discusses potential future developments with regard to the use of CRM in practice. Two potential developments are exposed: CRM supporting parts of the business relationship management process and CRM transforming all relationship related business processes altogether.

Suggested Citation

  • Martin Gersch, 2015. "Customer Relationship Management," Springer Texts in Business and Economics, in: Michael Kleinaltenkamp & Wulff Plinke & Ingmar Geiger (ed.), Business Relationship Management and Marketing, edition 127, chapter 9, pages 289-329, Springer.
    • Handle: RePEc:spr:sptchp:978-3-662-43856-5_9
    DOI: 10.1007/978-3-662-43856-5_9
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