Search results for "Customer data"
showing 4 items of 4 documents
Extending customer relationship management. From empowering firms to empowering customers
2013
Purpose – The focus of customer relationship management (CRM) literature has been predominantly on the firm perspective and on IT, not on customer or service orientation and value co-creation. This paper seeks to explore and analyse contemporary CRM frameworks and suggests future research directions. To achieve this, a thorough literature review on CRM is conducted focusing on recent advances within CRM. This provides a good basis for critically analysing the current status of both CRM theory and practice. Design/methodology/approach – The paper reviews CRM literature published 2003-2011. Based on the literature review, it introduces a conceptual framework of the changing role of customer d…
Implementing a culture of data in franchise systems : the ingredients for success
2020
The purpose of our research is to improve the understanding of the factors that explain the development of exchange relationships and facilitate the customer data management in franchise Systems. To this end, a literature review was conducted in the field of relationship marketing, and particulary, in relation to Bagozzi's theory of exchange (1974; 1975). Through its lexical and thematic analyses, the qualitative study highlights the principle of reciprocity in exchange in franchisor-franchisee-customer relationships with regard to customer data management. Reciprocity seems to be at the core of exchanges between the franchisor, franchisees and their customers.
Customer data collection infrastructure and Customer Experience Management:The SAQ Case Study
2017
Channel integration makes Customer Experience Management more complex and requires from retailers a regeneration of their value proposition. A longitudinal case study reveal a hierarchical sequence of operant resource triad: cultural mindsets, strategic directions for designing value propositions, and a dynamic system of capabilities for continually renewing customer experiences. The implementation of a customer data collection infrastructure, the adoption of an iterative and sequential innovation process, and the mobilization of cross-functional and multidisciplinary project teams, will help develop the firm’s dynamic system of capabilities.
Customer relationship management: The evolving role of customer data
2013
Purpose – Customer relationship management (CRM) developed a separate identity as a result of companies utilising customer data in managing customer relationships. In this evolution, CRM became a heavily company-oriented construct: customer data were used instrumentally to serve companies’ purposes. However, as companies increasingly shift attention from selling products to serving customers, traditional CRM activities, such as segmentation and cross-selling, may prove inappropriate owing to their inherent orientation towards selling more products to customers. The perspective on customer data usage needs to better address the strategic goal of serving customers. Consequently, the purpose …