Building a Strong Customer-centric Strategy to Enable CRM and Develop Customer Loyalty

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Date

2008-02

Authors

Ballard, Kristen

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Abstract

Customer Relationship Management (CRM) requires a customer-centric focus that aligns business strategies with customer needs to generate profit through maximizing customer lifetime value. Many business managers implement CRM technology without addressing the customer-centric strategic orientation that must be present for CRM to be successful. This Review of the Literature examines 22 articles published between 1973 and 2007 that emphasize customer-centric business strategy as a foundation for CRM and a facilitator for customer loyalty.

Description

74 p. : ill. This paper was completed as part of the final research component in the University of Oregon Applied Information Management Master's Degree Program [see htpp://aim.uoregon.edu].

Keywords

Data, CRM, Customer-centric, Loyalty, AIM, Customer relationship management, Business strategy, Applied Information Management

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