The development and diffusion of customer relationship management (CRM) intelligence in business-to-business environments |
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| Authors: | Alex D Stein Michael F Smith Richard A Lancioni |
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| Institution: | 1. Fox School of Business, Temple University, Speakman Hall, Rm. 385, 801 Liacouras Walk, Philadelphia, PA 19122-6083, United States;2. Fox School of Business, Temple University, Alter Hall, Rm. 512, 801 Liacouras Walk, Philadelphia, PA 19122-6083, United States;3. Fox School of Business, Temple University, Alter Hall, Rm. 516, 801 Liacouras Walk, Philadelphia, PA 19122-6083, United States |
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| Abstract: | CRM data is among the most important and comprehensive information available to management in many organizations. This is particularly the case in business-to-business marketing, where the firm's extended working relationship with its customers is frequently crucial for the maintenance of a healthy business. However, in many instances management has treated CRM data as highly specific to its client relationships and has therefore neglected to analyze this information across market segments, customer categories, and customer–firm relationship forms in order to draw meaningful conclusions for driving business decisions. |
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| Keywords: | Customer relationship management Customer databases Customer&ndash supplier information Data-driven decision-making |
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