Journal of Database Marketing & Customer Strategy Management

, Volume 9, Issue 3, pp 267–275

CRM systems: Necessary, but not sufficient. REAP the benefits of customer management


DOI: 10.1057/palgrave.jdm.3240008

Cite this article as:
Starkey, M. & Woodcock, N. J Database Mark Cust Strategy Manag (2002) 9: 267. doi:10.1057/palgrave.jdm.3240008


Research shows that there is a good correlation between customer management (CM) performance and business performance. Expenditure on customer relationship management (CRM) information technology (IT) systems has increased over the years, however many CRM systems fail to deliver the desired objectives. Actual CM performance measured using CMAT™ (Customer Management Assessment Tool) is, however, disappointing and companies may be destroying rather than creating economic value. Investment in REAP (Retention, Efficiency, Acquisition and Penetration) measures can provide a four to one return on investment for well-managed programmes.


Download to read the full article text

Copyright information

© Palgrave Macmillan 2002

Authors and Affiliations

  1. 1.Senior Lecturer in marketing at De Monfort University
  2. 2.Chairman, QCi Ltd.