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Customer-Centric Strategic Planning: Integrating CRM in Online Business Systems

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Abstract

Customer Relationship Management (CRM) is increasingly found at the top of corporate agendas. Online companies in particular are embracing CRM as a major element of corporate strategy, because online technological applications permit a precise segmentation, profiling and targeting of customers, and the competitive pressures of the digital markets require a customer-centric corporate culture. The implementation of CRM systems in online organisation determines a complex restructuring of all organisational elements and processes. The strategic planning process will have to adapt to new customer-centric procedures. The present paper analyses the implementation process of a CRM system in online retail businesses and develops a model of the strategic planning function in a customer-centric context.

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Authors and Affiliations

  1. School of Management, Heriot-Watt University, UK

    Călin Gurău

  2. Southampton Business School, UK

    Ashok Ranchhod (Head of Marketing)

  3. The Business School, Manchester Metropolitan University, UK

    Ray Hackney

Authors
  1. Călin Gurău
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  2. Ashok Ranchhod
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  3. Ray Hackney
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Gurău, C., Ranchhod, A. & Hackney, R. Customer-Centric Strategic Planning: Integrating CRM in Online Business Systems. Information Technology and Management 4, 199–214 (2003). https://doi.org/10.1023/A:1022902412594

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  • DOI: https://doi.org/10.1023/A:1022902412594

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