A model for evaluating the effectiveness of CRM using the balanced scorecard

Journal of Interactive Marketing - Tập 17 - Trang 5-19 - 2003
Jonghyeok Kim1, Euiho Suh2, Hyunseok Hwang2
1The Research Center of Korea Telecommunication
2Department of Industrial Engineering at Pohang University of Science and Technology

Tóm tắt

Customer relationship management (CRM) has become one of the leading business strategies in the new millennium. CRM is a broad term for managing business interactions with customers. The effectiveness of CRM can be measured as a satisfaction level achieved by CRM activities. Although CRM has emerged as a major business strategy for e-commerce, little research has been conducted in evaluating the effectiveness of CRM. Because it is difficult to demonstrate tangible returns on the resources expanded to plan, develop, implement, and operate CRM, the aim of our research is to measure the intangible attributes of these benefits, such as value enhancement, effectiveness, innovation, and service improvement. In this paper, we propose a customer-oriented evaluation model for evaluating the effectiveness of CRM and then illustrate the model through a case study.

Tài liệu tham khảo

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Thông tin xuất bản

Journal of Interactive Marketing

Tập 17

5-19

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