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What is Strategic CRM Framework by Payne & Frow about?

The article presents a strategic framework for Customer Relationship Management (CRM) that emphasizes a process-oriented approach to enhance customer and shareholder value. It identifies three perspectives of CRM and outlines five key cross-functional processes essential for effective CRM strategy development. The authors argue for a holistic understanding of CRM that integrates technology, customer relationships, and strategic vision to achieve successful implementation.

Author

shiinyooraa

Language

EN