Portal de Periódicos da CAPES

A Framework for Customer Relationship Management

2001; SAGE Publishing; Volume: 43; Issue: 4 Linguagem: Inglês

10.2307/41166102

2162-8564

Russell S. Winer,

Consumer Retail Behavior Studies

The essence of the information technology revolution and, in particular, the World Wide Web is the opportunity afforded companies to choose how they interact with their customers. The Web allows companies to build better relationships with customers than has been previously possible in the offline world. This revolution in customer relationship management (CRM) has been referred to as the new mantra of marketing. However, a problem is that CRM means different things to different people. This article develops a comprehensive CRM model incorporating seven phases: database creation, analysis of the database, customer selection, customer targeting, relationship marketing, privacy issues, and new metrics necessary for evaluating the CRM effort. The article also discusses the implications of CRM for future marketing organizations.