A relationship-management assessment tool: Questioning, identifying, and prioritizing critical aspects of customer relationships

Lindgreen, Adam ORCID: https://orcid.org/0000-0001-7881-7350, Palmer, Roger, Vanhamme, Joëlle and Wouters, Joost 2006. A relationship-management assessment tool: Questioning, identifying, and prioritizing critical aspects of customer relationships. Industrial Marketing Management 35 (1) , pp. 57-71. 10.1016/j.indmarman.2005.08.008

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Abstract

With customer-relationship management (CRM) no longer a buzzword among trendsetters, organizations in all types of industries initially rushed to embrace it. Although a seductively attractive concept, the implementation of CRM proved difficult, however, and organizations are struggling with realizing their vision of a CRM organization. To help managers assessing the stage of relationships between their organization and the organization's business customers we consider the automotive industry. Based upon our case organization and its relationships with numerous business customers we develop a practical tool to question, identify, and prioritize criticalaspects of customer-relationship management. First, we identify key areas in CRM. Secondly, we investigate how the chosen case organization has managed each of these key CRM areas over a broad range of business-customer relationships. Thirdly, we acknowledge that many organizations simultaneously have different types (transaction-relationship continuum) of business customers. We finish the article with a discussion of the study's limitations, and suggest avenues for future research.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Uncontrolled Keywords:	Customer-relationshipmanagement; CRM; Relationships; Transactions; Assessment tool
Publisher:	Elsevier
ISSN:	0019-8501
Date of First Compliant Deposit:	30 March 2016
Last Modified:	04 May 2023 07:35
URI:	https://orca.cardiff.ac.uk/id/eprint/38483

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