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The Goals of Customer Relationship Management

The Goals of Customer Relationship Management

Ronald E. Goldsmith
Copyright: © 2010 |Volume: 1 |Issue: 1 |Pages: 12
ISSN: 1947-9247|EISSN: 1947-9255|ISSN: 1947-9247|EISBN13: 9781616929732|EISSN: 1947-9255|DOI: 10.4018/jcrmm.2010090402
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MLA

Goldsmith, Ronald E. "The Goals of Customer Relationship Management." IJCRMM vol.1, no.1 2010: pp.16-27. http://doi.org/10.4018/jcrmm.2010090402

APA

Goldsmith, R. E. (2010). The Goals of Customer Relationship Management. International Journal of Customer Relationship Marketing and Management (IJCRMM), 1(1), 16-27. http://doi.org/10.4018/jcrmm.2010090402

Chicago

Goldsmith, Ronald E. "The Goals of Customer Relationship Management," International Journal of Customer Relationship Marketing and Management (IJCRMM) 1, no.1: 16-27. http://doi.org/10.4018/jcrmm.2010090402

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Abstract

The present article proposes that the variety of existing managerial practices collectively described as “customer relationship management” can be organized and coordinated into a logical sequence of goals and methods that is more effective than performing them in an uncoordinated fashion. The model proposes that managers have five distinct but interrelated goals: customer acquisition, customer retention, customer development, customer consultation, and customer conversion. Although each goal can be achieved using distinct and well-known marketing practices, the model integrates the practices in a temporal and logical order in which achieving one goal contributes to achieving other goals. Integrating the procedures and technologies used at each stage results is a synergistic effort that should benefit companies and can guide empirical research.

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