White Papers

A Framework for the Implementation of a Customer Relationship Management Strategy in Retail Sector

Overview 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 to conclude that a CRM strategy should be designed to improve customers' store experiences and a framework is proposed to continually achieve this. The paper then suggests a general blueprint for actually applying this in retail sectors and details a possible architecture for such an implementation.

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Publisher: Sheffield Hallam University
File Format: PDF
Date Published: Jan 11, 2007
Format: White Papers
Topics: Knowledge and Data Management

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