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Abstract Competitive pressure has forced companies,to carefully examine,customer relationships in the search for more valuable deployment,of their assets and implementations,of retention building programs. Due to the rise of value networks customer information has become,a decisive asset influencing the strategic position of a company. In this arti...
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... dynamic nature of CRM requires us to conceive it as a process. Based on the critical value dimensions as discussed above we are now able to discuss core processes of CRM (See. Fig. 2). Process inputs consist of resources, knowledge and needs of the customer as well as the company. The relationship parties deploy the investments to maximize the value of relationship outcomes. The company intends to maximize the value of its customer portfolio, measured as customer equity. Customers intend to maximize their perceived ...
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