The Dynamic Structure Of Customer Relationship Management With Implications For Business Implementation

Abstract

CRM (Customer Relationship Management) is a systematic business approach using information and on-going dialogue to build long lasting and mutually beneficial customer relationships. CRM integrates data, technology, analyses and marketing and communications processes across all customer touch-points. CRM can be an effective business strategy tool when used appropriately, especially now in our customer center business. To the end, a holistic view of the implementation of CRM should be made in order to discuss the pro and con about this strategy. This paper will review a number of CRM literatures and a conceptual systems thinking model will be built to explore these Customer Relationship Management related components to guide the administrators as they attempt to steer the Customer Relationship Management clear of these obstacles. Specifically, systems feedback loops as a tool to demonstrate the dynamic structure of Customer Relationship Management components and assist the management control policy scenario planning.