Services Marketing - Essay Example

In spite of the commercial significance of the concept, CRM has been demonic by critics as a marketing or managerial fad destined to failure. The purpose of this article is to examine ways to improve the success and effectiveness of CRM through the conceptualization of a framework known as CRM yardarm and to stimulate debate and research on how to Improve the success of the concept as its potency to engage customers and improve business performance has not been in doubt.

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Key words: Customer relationship management, strategy, capability, customer retention, resources, pyramid. Marketing from historical antecedent has undergone various shifts In emphasis from production through sales to marketing orientation. However, the various orientations have failed to engage customers in meaningful relationship mutually beneficial to organizations ND customers, with all forms of the shift still exhibiting the transactional approach Inherit In traditional marketing.

However, Coalman (2006) Indicates that In strategy and marketing literature, scholars have long suggested that a customer centered strategy is fundamental to competitive advantage and that customer relationship management (CRM) programmed are increasingly being used by organizations to support the type of customer understanding and interdepartmental connectedness required to effectively execute a customer strategy.