Transcript What is a PhD? - Ebusinessforum

Customer Relationship
Management
Eleni K. Kevork
ELTRUN Research Group
Athens, November 2007
Athens University of Economics and Business
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E-business Forum, 15/11/2007
Introduction
Genesis of CRM
• Increasingly competitive environment in global market
• Rapid advances in the customer intelligence
• Retail companies look for new business and marketing
models
• Idea of a more customer oriented strategy is developed
• Shift revolution is held in Marketing philosophy
• CRM concept is developed.
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Introduction
Why CRM/e-CRM is important?
 Understand better customer behaviour as he/she is the
central focus (Feinberg et al, 2002)
 A business and marketing strategy that integrates
technology, process and all business activities around the
customer (Feinberg et al, 2002)
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Literature Review
CRM
 Establishing, maintaining, enhancing, commercializing
customer relationships through promise fulfillment (Gronroos
1990)
 CRM is used to define the process of creating and
maintaining relationships with business customers or
consumers. Alternatively, CRM is a process of identifying,
differentiating, retaining and growing customers through
customization (Strauss et al. 2006)
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Literature Review
Perspectives of CRM: depend on
– Research field of researchers
– Industry in which researchers belong to
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Literature Review
Perspectives of CRM according to research field
• Management
• Marketing
• Electronic Business
• Knowledge Management
• Information Systems
• Technology
• Human Resource Management
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Literature Review
•
Management
– CRM is more a business strategy than technology
– Aims: manage customer life cycle, increase loyalty, profitability,
retention
• Information Systems
– Emphasis on technological aspects of CRM Technology
– Combination of software, hardware, processes and applications
aligned with customer strategies
• E-Business
– CRM: an application of e-business digital activities
– Customers collect data at every “touch point”
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Literature Review
• Marketing
– CRM is the 5th “P” of marketing mix
– Emphasis on long term relationships and one to one
interactions through communication channels
 Service Marketing
– Strong connection between CRM and service
– Service is offered to customers through SFA
– Data collected important for promotional strategies
– Definition of CRM: Application of CRM concept utilizing
Information and Communication Technologies (ICT) in
both traditional and electronic environment
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Literature Review
•Human Resource Management
– Adoption of a customer-oriented culture by both top
management and employees within an organization
•Technology
– CRM a software provided by many vendors
– Modules of CRM: (Sales Force Automation), (Marketing
automation), (Customer Service and Support).
•Knowledge Management
– CRM means learning customer better
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Literature Review
Perspectives of CRM according to industry
• Hotels
• Mobile phone service
• Museums
• Fashion retailers
• Banking
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Literature Review
• Hotels
– Customers collect information/make reservations through internet.
– Hoteliers are not familiar with CRM concept.
– They prefer to use experts with specialized knowledge concerning CRM
technological implementation and in particular Web site designing.
– Few hoteliers use loyalty programmes.
– Early stages of using CRM
• Museums
– Museum services are promoted through Internet
– Museum managers are uncertain of which is the best way of using the Internet
– Web site: informative role, discussion groups.
– Early stages of using CRM.
– Museums managers seek to find new ways of retain long term relationships
with their customers.
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Literature Review
• Mobile phone service
– Only some steps in innovation are made
– Memberships and loyalty schemes (characteristics of CRM) are only used
– Early stages of using CRM
• Banking
– Understanding of the principles of “relationship” between bank and customers
(reduce cost, offer better customer service and positive impact to the
management of consumer behaviour)
– CRM used services: customer life time value, retention rate, call centers,
profitability analysis
• Fashion retailers
– Web sites: informative and communication role
– No provision of value added activities
– Interactivity with a very low level
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Literature Review
• Definition: The application of the CRM concept utilizing
Information and Communication Technologies (ICT) in both
“traditional” and “electronic” business environments
• Core concept: CRM involves marketing activities given to
customers through channels in a digital way sharing the same
concepts such as: customer centric relationship, long-term
lasting relations, customer management
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Literature Review
Available empirical studies on CRM/ e-CRM
 International Journal of Service Industry Management (Feinberg
and Kadam, 2002)
 Research Context: Retail industry
 Purpose of the paper: uncover relationships between CRM and
customer satisfaction by determining the presence of e-CRM
features on web sites
 Hypotheses:
 E-CRM factors are related to customer satisfaction
 E-CRM factors are related to sales and profit through
satisfaction
 Method: survey
 Research findings: Confirm hypotheses
 Managerial implications: Allow companies to focus on developing
their web sites to succeed customer satisfaction
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Journals
• International Journal of Electronic Customer Relationship
Management
• International Journal of Interactive Marketing
• Journal of Business Process Management
• Managing Service quality
• Marketing Intelligence and Planning
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REFERENCES
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A. Hamdouch and E. Sammuelides (2001). Innovation’s dynamics in
mobile phone services in France. European Journal of Innovation
Management, Vol. 4, No 3, pp. 153 – 162.
A. Massey, Montoya – Weiss, M. M. and K. Holcom (2001). Reengineering the customer relationship: leveraging knowledge assets
at IBM, Decision Support Systems, 23, pp. 115 – 170.
A. Parvatiyar and J. N. Sheth (2001). Customer relationship
management: emerging practice, process, and discipline. Journal of
Economic and Social Research, Vol. 3, No 2, pp. 1 – 34.
C. Stefanou, C. Sarmaniotis and A. Stafyla (2003). CRM and
customer-centric knowledge management: an empirical research.
Journal of Business Process Management, Vol 9, No 5, pp. 617 –
634.
D. Adebanjo (2003). Classifying and selecting e-CRM applications: an
analysis-based proposal. Management Decision, Vol 41, No 6, pp.
570 – 577.
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REFERENCES
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REFERENCES
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L. A. Crosby (2002). Exploring some myths about customer
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REFERENCES
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For more information please contact
[email protected]
Thank you!
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