Customer Relationship Management: The Involving Role of Customer Data

Customer Relationship Management: The Involving Role of Customer Data

In the journal Customer Relationship management: the involving role of customer data of which written by Hannu Saarija¨rvi , Hannu Kuusela of University of Tampere, Tampere, Finland and Heikki Karjaluoto of University of Jyva¨skyla ¨, Jyva ¨skyla ¨, Finland. It discuss about the using Customer relationship management or CRM to develop a separate identity as a result of companies using customer data in managing customer relationships.

The method of customer relationship management became a heavily use for company-oriented purposed and customer data were also use instrumentally to serve companies' purposes. Customer relationship management domain, which has meant neglecting both theoretical and managerial opportunities related to this increasingly emerging phenomenon (Nguyen and Mutum, 2012)

. Besides that, it discuss on the current customer relationship management framework is essentially firm centric and the view on customer data usage are constricted and limited. Customer data have been used nearly exclusively for the benefit of the company only. (Hannu Saarija¨rvi, Heikki Karjaluoto and Hannu Kuusela, 2012)

Lastly, it discuss on companies recently shift their attention towards serving customers, the role of customer data must be tailor well to better address these strategic purposes and the traditional role of customer data simply is noting tune with the orientation towards serving customers, because of its essential focus on marketing more products. (Hannu Saarija¨rvi, Heikki Karjaluoto and Hannu Kuusela, 2012).Even with recent initiatives in both private and public sectors, research show the opportunities of using customer data as an input resource for customers' value-creating processes.

Understanding Customer Relationship Management

In the journal Understanding Customer Relationship Management, written by Injazz J. Chen and Karen Popovich. It talk about in n the mid-twentieth century, the mass production techniques and mass marketing