The Goals of Customer Relationship Management
- 1 January 2010
- journal article
- Published by IGI Global in International Journal of Customer Relationship Marketing and Management
- Vol. 1 (1), 16-27
- https://doi.org/10.4018/jcrmm.2010090402
Abstract
The present article proposes that the variety of existing managerial practices collectively described as “customer relationship management” can be organized and coordinated into a logical sequence of goals and methods that is more effective than performing them in an uncoordinated fashion. The model proposes that managers have five distinct but interrelated goals: customer acquisition, customer retention, customer development, customer consultation, and customer conversion. Although each goal can be achieved using distinct and well-known marketing practices, the model integrates the practices in a temporal and logical order in which achieving one goal contributes to achieving other goals. Integrating the procedures and technologies used at each stage results is a synergistic effort that should benefit companies and can guide empirical research.Keywords
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