A Framework for the Implementation of a Customer Relationship Management Strategy in Retail Sector
نویسندگان
چکیده
This paper focuses on the increasingly important topic of customer relationship management (CRM). Reasons as to why it is hard for traditional bricks-and-mortar retailers to employ are discussed, as is the great potential for CRM in retail sectors. Survey data leads us to conclude that a CRM strategy should be designed to improve customers’ store experiences and a framework is proposed to continually achieve this. We then suggest a general blueprint for actually applying this in retail sectors and detail a possible architecture for such an implementation.
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