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Performance Measurement for Customer Relationship Management (CRM)

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Proceedings of the 2007 Academy of Marketing Science (AMS) Annual Conference

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Abstract

There are both positive and negative reports of CRM performance but many companies remain unable to quantify this performance. This paper reviews and critiques CRM performance measurement tools found in the literature and reports results from a survey establishing current CRM performance measures adopted by a sample of companies.

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Author information

Authors and Affiliations

  1. Muncie, USA

    Siriphan Pinnington & Martyn Jones

Authors
  1. Siriphan Pinnington
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  2. Martyn Jones
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Editor information

Editors and Affiliations

  1. Ball State University, Muncie, Indiana, USA

    Dheeraj Sharma

  2. Ball State University, Muncie, Indiana, USA

    Shaheen Borna

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© 2015 Academy of Marketing Science

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Pinnington, S., Jones, M. (2015). Performance Measurement for Customer Relationship Management (CRM). In: Sharma, D., Borna, S. (eds) Proceedings of the 2007 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11806-2_48

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