2002

In seeking effectiveness, there is no single answer. Effectiveness lies in co ordinating sources of competitive advantage around the customer.

This is a report of the Cranfield CRM Research Forum's work in 2001/2, the first year of its operation. 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 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.

Dr Brian Smith and Dr Moira Clark outline the critical factors for successful customer relationship management. The trick, as ever, is to deduce the sense from the hype which, through a rigorous research programme, is what Cranfield University’s CRM Research Forum aims to achieve.