This blog starts with the new year and we will do our best to make it live longer than the year 2007! Given the current and expected development of CRM we have no doubts that a lot has to be created and shared for improving knowledge related to the topic.
When multiple blogs and web sites flourished over the past years, any of them focused on research produced on the topic. Our assumption is that research must contribute to CRM by creating new knowledge and sharing the work and publication produced all over the world. Aside the commercial arguments, research may enrich the perspectives and provide ideas for future developements. As an example: remember the overall statement made in 2002 by Rigby and Al: more than 70 % of the companies declared being unsatisfied with the investment made in this field. Since then, Kumar and Reinhartz suggested new implementation processes that may contribute to reduce this poor performance (see refs bellow).
To achieve this purpose, this blog will propose to share available research information, to facilitate discussions and debates, to offer access to people having specific expertise on one part of the topic. By doing so, we hope that this blog could be the right place to update informations and research contributions to CRM.
All the best for 2007.
Some readings:
Rigby, D.K., Reichfeld, F.F., Schefter, P., 2002, Avoid the four perils of CRM, Harvard Business Review, 101-109.
V Kumar, W Reinartz, 2006, Customer Relationship Management, a Database Approach, J Wiley & Sons Ed, Hoboken.
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