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2018 | OriginalPaper | Buchkapitel

18. Future of CRM

verfasst von : V. Kumar, Werner Reinartz

Erschienen in: Customer Relationship Management

Verlag: Springer Berlin Heidelberg

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Abstract

This chapter discusses the current and future states of CRM. As it stands, there are three current CRM perspectives: (1) Strategic CRM, has as an objective to mold the interactions between a firm and its customers in order to maximize CLV for the firm. (2) Analytical CRM, which is designed to help firms migrate from relying entirely on traditional marketing metrics to customer-based value metrics. (3) Operational CRM, is gaining significant traction among firm due to changes with respect to (a) consumers, (b) marketplaces, (c) technology, and (d) marketing functions. This chapter also discusses three key areas in which CRM will be expanding in the near future: (1) Social CRM (2) Global CRM and (3) Database CRM.

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Titel: Future of CRM
verfasst von: V. Kumar
Werner Reinartz
Verlag: Springer Berlin Heidelberg
Buch: Customer Relationship Management
Print ISBN: 978-3-662-55380-0

Electronic ISBN: 978-3-662-55381-7

Copyright-Jahr: 2018
DOI: https://doi.org/10.1007/978-3-662-55381-7_18

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