Abstract
Our survey of CRM competencies in 170 Australian companies focused on 4 main areas: customer knowledge, customer acquisition, customer retention, and customer development. We find that current practice is rather elementary. Companies are failing to perform the basic tasks of generating customer knowledge, customer acquisition, customer retention and customer development with a high level of competence. We find that there is considerable potential for improvement.
| Original language | English |
|---|---|
| Title of host publication | ANZMAC 2003 |
| Subtitle of host publication | proceedings : A celebration of Ehrenberg and Bass : marketing knowledge, discoveries and contribution |
| Editors | Gus Geursen, Rachel Kennedy, Monica Tolo |
| Place of Publication | Adelaide |
| Publisher | ANZMAC |
| Pages | 1122-1126 |
| Number of pages | 5 |
| ISBN (Print) | 0868039837 |
| Publication status | Published - 2003 |
| Event | Australian and New Zealand Marketing Academy Conference (2003) - Adelaide Duration: 1 Dec 2003 → 3 Dec 2003 |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference (2003) |
|---|---|
| City | Adelaide |
| Period | 1/12/03 → 3/12/03 |