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dc.contributor.authorSaarijärvi, Hannu
dc.contributor.authorKarjaluoto, Heikki
dc.contributor.authorKuusela, Hannu
dc.date.accessioned2013-11-05T12:27:32Z
dc.date.available2013-11-05T12:27:32Z
dc.date.issued2013fi
dc.identifier.citationSaarijärvi, H., Karjaluoto, H., & Kuusela, H. (2013). Customer relationship management: The evolving role of customer data. <em>Marketing Intelligence and Planning</em>, 31 (6), 584-600. <a href="http://dx.doi.org/10.1108/02634500210450846">doi:10.1108/02634500210450846</a> Retrieved from <a href="http://www.emeraldinsight.com/journals.htm?issn=0263-4503&volume=31&issue=6&PHPSESSID=on085lrdtvhmug2n9ulf099kl1">http://www.emeraldinsight.com/journals.htm?issn=0263-4503&volume=31&is...</a>fi
dc.identifier.otherTUTKAID_56775
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/42414
dc.description.abstractPurpose – 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.fi
dc.language.isoeng
dc.publisherEmerald
dc.relation.ispartofseriesMarketing Intelligence and Planning
dc.relation.urihttp://www.emeraldinsight.com/journals.htm?issn=0263-4503
dc.subject.otherAsiakkuuksien johtaminenfi
dc.subject.otherasiakastietofi
dc.subject.otherasiakaskeskeisyysfi
dc.subject.otherpalvelukeskeinen logiikkafi
dc.subject.otheruusi mediafi
dc.subject.otherCustomer relationship managementfi
dc.subject.otherCustomer datafi
dc.subject.otherCustomer centricityfi
dc.subject.otherService-dominant logicfi
dc.subject.otherNew mediafi
dc.titleCustomer relationship management: The evolving role of customer datafi
dc.identifier.urnURN:NBN:fi:jyu-201310302506
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineMarkkinointi
dc.type.urihttp://purl.org/eprint/type/JournalArticle
dc.date.updated2013-10-30T04:30:10Z
dc.type.coarjournal article
dc.description.reviewstatuspeerReviewed
dc.relation.issn0263-4503
dc.relation.numberinseries6
dc.relation.volume31
dc.type.versionacceptedVersion
dc.rights.copyright© Emerald Group Publishing Limited. This is a final draft version of an article whose final and definitive form has been published by Emerald.
dc.rights.accesslevelopenAccessfi
dc.relation.doi10.1108/MIP-05-2012-0055


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