Customer relationship management: strategic lessons and future directions

Abstract

Investigates customer relationship management (CRM) as a new concept. Follows the introduction of CRM in various settings, from departments to corporations, and the changes, commitment and support that are required to make the implementation of it a success. Points out that CRM is a strategy not a solution and can provide enormous competitive advantage if implemented in a co‐operative environment. Points out that the committed involvement of senior management is essential in promoting and supporting the concept of customer relationship management within the organization. Looks at what might be emerging in the future and how customer relationship management may be used in different areas of business, such as human resources.

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