Customer relationship management as a business process

摘要: Purpose – Increasingly, customer relationship management (CRM) is being viewed as a strategic, process‐oriented, cross‐functional, value‐creating for buyer and seller, means of achieving superior financial performance. However, there need more holistic view cross‐functional it relates to CRM. The purpose this paper describe macro level CRM provide structure managing business‐to‐business relationships co‐create value increase shareholder value.Design/methodology/approach In order identify the sub‐processes at strategic operational levels well activities that comprise each sub‐process, focus group sessions were conducted with executives from range industries. groups supplemented visits companies identified in having most advanced practices.Findings research resulted framework managers can use implement cross‐f...