A measurement tool for customer relationship management processes
Özok, Ahmet Fahri
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Purpose - Customer relationship management (CRM) projects have a low success rate, which can be solved by better measurement of CRM process. The purpose of this paper is to define the CRM processes within a company and propose a tool for CRM measurement. Design/methodology/approach - An empirical study is conducted in industrial organizations in Turkey. The research is designed according to scale development literature. The responses from various industries (manufacturing, information technologies, tourism, service, retail, finance, logistics) were collected. Using exploratory factor analysis, 167 valid responses are analyzed. Findings - The paper provides a general understanding of CRM processes in customer-oriented perspective and proposes a measurement tool that addresses seven main processes which are: targeting management, customer information management, production/service customization, expansion management, referrals management, termination management and win back. Practical implications - The results of the analysis provides useful information for managers to define, measure and improve CRM process. Originality/value - The paper provides an enhanced review about CRM measurement literature. Based on this review, the paper defines seven CRM processes and maintains a tool for evaluation of these processes within a company.