JYX > Artikkelit > Kauppakorkeakoulu > View Item
Customer relationship management: The evolving role of customer data
Saarijärvi, H., Karjaluoto, H., & Kuusela, H. (2013). Customer relationship management: The evolving role of customer data. Marketing Intelligence and Planning, 31(6), 584-600. https://doi.org/10.1108/02634500210450846
Published inMarketing Intelligence and Planning
© Emerald Group Publishing Limited. This is a final draft version of an article whose final and definitive form has been published by Emerald.
Purpose – Customer relationship management (CRM) developed a separate identity as a result of companies utilising customer data in managing customer relationships. In this evolution, CRM became a heavily company-oriented construct: customer data were used instrumentally to serve companies’ purposes. However, as companies increasingly shift attention from selling products to serving customers, traditional CRM activities, such as segmentation and cross-selling, may prove inappropriate owing to their inherent orientation towards selling more products to customers. The perspective on customer data usage needs to better address the strategic goal of serving customers. Consequently, the purpose of the paper is to reconfigure the role of customer data within the CRM framework. Design/methodology/approach – CRM literature is briefly reviewed and a case study is conducted to empirically illustrate how customer data can be used also for the benefit of the customer. Findings – As a result, four CRM waves are identified that characterise the evolving role of customer data in CRM and help identify new directions for customer data usage. The focus is shifted from the internal to the external use of customer data: customer data are increasingly understood to be a resource for the customer's – not just the firm's – value creation. Originality/value – The paper introduces a fresh perspective to CRM by exploring the evolving role of customer data within the CRM framework. New directions for customer data are introduced that have major implications both theoretically and practically. ...
PublisherEmerald Group Publishing Ltd
ISSN Search the Publication Forum0263-4503
Publication in research information system
MetadataShow full item record
- Kauppakorkeakoulu 
Showing items with similar title or keywords.
Extending customer relationship management. From empowering firms to empowering customers Saarijärvi, Hannu; Karjaluoto, Heikki; Kuusela, Hannu (Emerald Group Publishing Ltd, 2013)Purpose – The focus of customer relationship management (CRM) literature has been predominantly on the firm perspective and on IT, not on customer or service orientation and value co-creation. This paper seeks to explore ...
From customer data to customer's data : reverse use of customer data as a tool for value co-creation Horttanainen, Ella (2021)Asiakasdatan on perinteisesti nähty hyödyttävän pääasiassa niitä keräävää yritystä. Viime vuosikymmeninä suosiota kasvattaneiden palvelukeskeisten liiketoimintamallien sekä arvon yhteisluonnin ansiosta asiakasdatan rooli ...
Digital content marketing in business markets : Activities, consequences, and contingencies along the customer journey Terho, Harri; Mero, Joel; Siutla, Lotta; Jaakkola, Elina (Elsevier, 2022)Fundamental shifts in business-to-business (B2B) buying behavior make digital content marketing (DCM) a strategic priority for vendors, though firms struggle to achieve its full potential, as a customer-centric marketing ...
Value co-creation and co-destruction in augmented reality mobile games : the connection of user values to Pokémon GO players’ positive and negative gaming experiences Elo, Jenny (2020)Pro gradu -tutkielmassa tutkitaan arvon yhteisluonnin ja yhteistuhoamisen ilmiöitä lisätyn todellisuuden mobiilipeleissä. Tutkimuksen tavoitteena on saavuttaa syvällinen ymmärrys Pokémon GO -pelissä esiintyvästä arvon ...
Customers' willingness to share personal information with firms and its relationship with customer loyalty Lindell, Sanni (2015)Information on customers plays an important role in customer relationship management. With customer data companies can identify customers, understand their needs and hence, personalize products and services. New technological ...