The design, implementation and monitoring of a CRM programme: a case study

Lindgreen, Adam ORCID: https://orcid.org/0000-0001-7881-7350 2004. The design, implementation and monitoring of a CRM programme: a case study. Marketing Intelligence and Planning 22 (2) , pp. 160-186. 10.1108/02634500410525841

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Abstract

Few published empirical studies have examined the design, implementation, and monitoring of customer relationship management (CRM) programmes at a practical level. The article develops a single embedded case study on Dagbladet Børsen (http://www.borsen.dk), the largest publisher of business-related materials in Scandinavia. The article first introduces the reader to the philosophy behind CRM. Following that, it considers key areas of a four-year long CRM programme and offer insights into the procedure that has been developed by SJP (http://www.sjp.dk), the consulting firm that was brought in to assist. The procedure is organized around eight areas: commitment of senior management, situation report, analysis, strategy formulation, implementation, management development, employee involvement, and evaluation of loyalty-building processes. Over the four-year long CRM programme, Dagbladet Børsen increased its newspaper circulation by 40 per cent and advertising revenue by 50 per cent, while total revenue more than doubled.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Schools > Business (Including Economics)
Subjects:	H Social Sciences > HF Commerce
Uncontrolled Keywords:	Customer relations; Design; Newspaper publishers; Scandinavia
Publisher:	Emerald
ISSN:	0263-4503
Last Modified:	25 Oct 2022 08:48
URI:	https://orca.cardiff.ac.uk/id/eprint/55292

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