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Customer Relationship Management and the Asian Company Experience |
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| รหัสดีโอไอ | |
| Creator | Roger J. Baran |
| Title | Customer Relationship Management and the Asian Company Experience |
| Publisher | Asian Forum on Business Education (AFBE) |
| Publication Year | 2553 |
| Journal Title | AFBE Journal |
| Journal Vol. | 3 |
| Journal No. | 2 |
| Page no. | 296 |
| Keyword | Customer Relationship Management,Asian |
| ISSN | 2071-7873 |
| Abstract | This paper focuses on Customer Relationship Management-- a change in business philosophy that companies are readily adopting because of the positive impacts of customer retention on the bottom line. Made possible through transactional databases and the ability to data-mine, CRM has become a necessary business function due to customers' use of multiple touch points and the decreasing cost effectiveness of mass marketing methods. CRM has introduced into the business lexicon the concepts of customer life time value, customer equity, 360 degree view of the customer, customization and personalization, to name a few. After briefly covering the background of CRM (Section I) the paper will focus on why the adoption of CRM among Asian companies will be different than its adoption among companies in the West (Section II). Cultural, organizational, and structural reasons will be investigated. Conclusions will point to fragmented growth of CRM across countries in Asia. |
