Customer management and CRM: addressing the dark side

Abstract

Purpose The paper aims to consider the neglected area of customer relationship management (CRM) and customer management's “dark side”; and identify the key types of dark side behaviours of service providers as well as integrated approaches to CRM that will assist in overcoming dark side behaviour. Design/methodology/approach Based on an extensive literature review, supplemented by insights drawn from an on‐going longitudinal study of CRM, the authors develop a classification of dark side behaviour types. Findings The paper identifies ten forms of dark side behaviour that may be grouped into three broad categories based on means used and target. It illustrates how different types of dark side behaviours may be linked to the key strategic CRM processes. Practical implications The paper examines how these dark side practices may be addressed by adoption of a more enlightened approach to CRM. Originality/value The dysfunctional forms of CRM and customer management have been neglected as an area of research in marketing. The paper identifies and classifies service provider dark side practices and outlines how adoption of a more strategic approach to CRM can address dark side behaviours and move towards more enlightened marketing practices.

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