CRM competencies in Australia

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

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 languageEnglish
Title of host publicationANZMAC 2003
Subtitle of host publicationproceedings : A celebration of Ehrenberg and Bass : marketing knowledge, discoveries and contribution
EditorsGus Geursen, Rachel Kennedy, Monica Tolo
Place of PublicationAdelaide
PublisherANZMAC
Pages1122-1126
Number of pages5
ISBN (Print)0868039837
Publication statusPublished - 2003
EventAustralian and New Zealand Marketing Academy Conference (2003) - Adelaide
Duration: 1 Dec 20033 Dec 2003

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2003)
CityAdelaide
Period1/12/033/12/03

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  • Cite this

    Ang, L., & Buttle, F. (2003). CRM competencies in Australia. In G. Geursen, R. Kennedy, & M. Tolo (Eds.), ANZMAC 2003: proceedings : A celebration of Ehrenberg and Bass : marketing knowledge, discoveries and contribution (pp. 1122-1126). Adelaide: ANZMAC.