Skip to main content
Article thumbnail
Location of Repository

Cross-functional issues in the implementation of relationship marketing through customer relationship management

By Lynette Ryals and Simon Knox

Abstract

There is a major change in the way companies organise themselves as firms switch from product-based to customer-based structures. A key driver of this change is the advent of Customer Relationship Management which, underpinned by information systems convergence and the development of supporting software, promises to significantly improve the implementation of Relationship Marketing principles. In this paper we explore the three main issues that can enable (or hinder) the development of Customer Relationship Management in the service sector; the organisational issues of culture and communication, management metrics and cross-functional integration — especially between marketing and information technolo

Topics: Customer relationship management, Cross-functional integration, Information technology, Relationship marketing
Publisher: Elsevier Science B.V., Amsterdam.
Year: 2001
DOI identifier: 10.1016/S0263-2373(01)00067-6
OAI identifier: oai:dspace.lib.cranfield.ac.uk:1826/2915
Provided by: Cranfield CERES
Journal:

Suggested articles

Citations

  1. (1998). A data day battle,
  2. (1995). A new marketing paradigm, doi
  3. (1996). Alone and unloved,
  4. (1998). Beyond ERP - New IT agenda - A second wave of ERP activity promises to increase efficiency and transform ways of doing business,
  5. (1998). Businesses missing the info advantage,
  6. (1994). Competing for the future, doi
  7. (1997). Computerisation – where’s the return on investment,
  8. (2000). Customer Relationship Management (CRM): Building the Business Case”, F.T. Management Research in Practice Series,
  9. (1997). Customer relationship management using customer scoring, doi
  10. (1994). Customer relationship management: doi
  11. (1996). Customer relationship management: making hard decisions with soft numbers, Prentice-Hall,
  12. (1993). Customer service makes conflicting demands on IT,
  13. (1998). Database Marketing and customer recruitment, retention and development: what is the technological state of the art?
  14. (1990). Database marketing, how it’s changing your business,
  15. (1999). e-marketing: improving marketing effectiveness in a digital world, London,
  16. (1997). Everything wired must converge, doi
  17. (1993). Exploiting niches using relationship marketing, doi
  18. (1997). Freedom fantasy: an interview with Stephen Roach,
  19. (1997). Held to account, Marketing Business,
  20. (1994). Improving service quality with information technology, doi
  21. (1996). In pursuit of a lasting relationship,
  22. (1995). Information systems in marketing: identifying opportunities for new applications, doi
  23. (1994). Information systems in the UK insurance industry, doi
  24. (1998). Integrating internal and external customer relationships through relationship management: A strategic responsetoachangingglobalenvironment,JournalofBusinessResearch,41(1),pp71-81. doi
  25. (1997). Intellectual capital: redefining your company’s true value by finding hidden brainpower,
  26. (1997). Is Bill Gates really selling us all Ladas?, The Times, 15 December,
  27. (1998). Is that a bank in your pocket,
  28. (1996). Issues and dilemmas facing organisations in the effective implementation of BPR, doi
  29. (1998). Knowledge management at HP consulting, doi
  30. (1998). Make new friends but keep the gold,
  31. (1973). Management: tasks, responsibilities, practices, doi
  32. (1998). Managing customer relationships, The Economist Intelligence Unit, Report with Andersen Consulting.
  33. (1995). Managing IT at board level, 2 nd edition,
  34. (1997). Managing the customer portfolio of healthcare enterprises,
  35. (1960). Marketing myopia, doi
  36. (1996). Placing your bets on electronic networks,
  37. (1993). Reengineering the corporation, doi
  38. (1998). Relationship management environments,
  39. (1997). Relationship management: the new paradigm,
  40. (1983). Relationship marketing . doi
  41. (1991). Relationship Marketing, doi
  42. (1996). Relationships vital for high-tech marketers, Marketing News,
  43. (1993). Riding the marketing information wave,
  44. (1993). Servicing the customer – is info tech a bridge or a barrier?, Working Paper,
  45. (1993). Setting new standards for customer advocacy, doi
  46. (1997). Swimming with the Sharks, Marketing Business, doi
  47. (1998). Taking advantage of convergence,
  48. (1998). Test your retention IQ,
  49. (1992). The Balanced scorecard: measures that drive performance,
  50. (1994). The case for an off-balance controller,
  51. (1992). The changing roll of marketing in the corporation, doi
  52. (1999). The Consumers’ Association doi
  53. (1998). The future of interactive marketing , doi
  54. (1996). The inevitability of integrated communications, doi
  55. (1996). The Loyalty Effect, doi
  56. (1986). The marketing imagination,
  57. (1998). The seven deadly sins of CRM implementation, doi
  58. (1996). The strategic context for information systems use; an empirical study of the financial services industry. doi
  59. (1999). The Sunday Times, doi
  60. (2000). Time to bridge the gap, The Times, 16 th February.
  61. (1998). Using information technology effectively: a study of marketing installations, doi
  62. (1996). Who will benefit from virtual information?,
  63. (1998). Why intimacy is vital to customer relationships,
  64. (1990). Zero defections: quality comes to services, Harvard Business Review, September-October,

To submit an update or takedown request for this paper, please submit an Update/Correction/Removal Request.