The concept of CRM (customer relationship management) has evolved into an inherent component of the sales processes of most medium-sized and large companies. Despite the hight costs involved, the quality of its implementation has hitherto been neglected. To provide the conceptual qualitative CRM control that is lacking, it is developed a measuring instrument that allows the evaluation of the activities in the three core CRM domains, namely interaction, insight and offer. It is pilot-tested the tool in an automotive industry setting and the results reflect the CRM status quo achieved by 12 national and foreign brands. The brands are Audi, BMW, Mercedes, Jaguar, Volvo, Ford, Opel, VW, Fiat, Peugeot, Renault, and Toyota. It is shown that CRM activities should not only be evaluated from an internal process-driven standpoint, but also from the customers' perspective since the success of CRM activities can only be judged by considering the target group's evaluations. As existing evaluation systems for CRM activities mostly draw on efficiency measures like ROI (return on investment), it is proposed an approach by controlling CRM with a scoring model, therefore allowing for a more efficient allocation of a company's CRM budget. One could therefore consider this instrument as a measure of market outcome in contrast to the financial input-oriented measures that have been used to date. The natural affinity between the selected theoretical concepts derived from the customer-interaction offer, the information-consistency triad and the chosen-point evaluation model are highly suitable for research purposes due to the associated transparency and relatively smooth application. The concept therefore contributes to current research efforts by delivering a more rational controlling tool for CRM activities which is particularly needed for qualitative aspects.
Measuring customer relationship management performance: A consumer-centric approach
Journal of Marketing Channels ; 12 , 3 ; 79-104
2005
26 Seiten, 2 Bilder, 6 Tabellen, 68 Quellen
Aufsatz (Zeitschrift)
Englisch
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