This report covers the work of the Cranfield CRM Research Forum for the first year
of its operation. Directed and funded by a group of organisations across many
sectors, the goals of the Forum are to enable excellence in Customer Relationship
Management (CRM) by defining and understanding this important management
process.
The work of the Forum is based upon a research programme that includes both
primary and secondary research. The secondary research was used to synthesise a
generic model of CRM which broadly but accurately describes the management
process better than previous models. This model allows practitioners to understand
and create the necessary preconditions for successful CRM in any organisation. It
also makes explicit the inputs, outputs and connectivity of the four sub-processes of
CRM.
The primary research involved the in-depth, qualitative study of eight exemplar
companies in B2B and B2C sectors, in both products and services. This phase
revealed that effective CRM operates within a CRM eco-system defined by both
market and organisationally based factors. Awareness of this eco-system allows
organisations to avoid wasteful investment in CRM when it is not appropriate to their
business situation. The primary research further revealed the evolution of the basic
CRM process into five sub-species, each of which was optimally adapted to its
particular place in the CRM eco-system. Understanding of this differentiation allows
practitioners to define the optimal CRM process for their own situation.
This report is in two parts: Firstly, a management report summarising the results of
the research; secondly a manual based upon the work. The manual, including
software tools, facilitates the development of a CRM process optimised for the
particular market and organisational conditions of the reader