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Conference Summary

Customer Relationship Management: Strategies and Company-wide Implementation

Mauricio Mittelman and Vincent Onyemah, 2002 [02-112]

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Overview

This report summarizes the proceedings of the conference on "Customer Relationship Management: Strategies and Company-wide Implementation," cosponsored by the Marketing Science Institute and INSEAD, held July 11-12, 2002, in Fontainebleau, France. Customer relationship management (CRM) is the strategic process of shaping the interactions between a company and its customers with the goal of maximizing current and lifetime value of customers for the company as well as maximizing satisfaction for customers. CRM is a complex set of activities that together form the basis for a sustainable and hard-to-imitate competitive advantage: the customer-focused organization.

This conference addressed strategic and implementation issues from a crossfunctional perspective. It included speakers from the retail, pharmaceuticals, travel/hospitality, and automotive industries. The presentations summarized here offer a variety of viewpoints, and will be of interest to both researchers and marketing professionals.

Table of Contents

Learning by Customers
Lovro Mandac, Kaufhof Warenhaus AG

Adopting a Customer Relationship Management Strategy: What Are the Necessary Activities and Do They Provide Value?
Werner Reinartz, INSEAD, Wayne Hoyer, University of Texas at Austin, and Manfred Krafft, WHU Koblenz

Automating Direct Marketing Campaigns at Otto
Norbert Sellin, Hermes General Service (Otto Versand Group)

Owning the Customer Relationship
Robert Leone and Neeli Bendapudi, Ohio State University

CRM at BMW Group Germany: Benefits from Dealer Integration and the Internet
Michael Braekler, BMW Group

Customer Profitability in Industrial Markets: Context as a Moderator of the Effect of Customer Management Effort
Douglas Bowman, Emory University, and Das Narayandas, Harvard University

Targeting the Right Customers
Lesley McDermott, KLM Royal Dutch Airlines

Marketing and Sales Face to Face: The Pharmaceutical CRM Implementation Challenge
Jean-Christophe Tellier, Novartis

Defining, Measuring, and Managing Customer Equity
V. Kumar and Rajkumar Venkatesan, University of Connecticut

Multi-channel Media Distribution: International Implementation of Common, Integrated CRM Technology Platform—Challenges and Solutions
Heiner Kroke, Bertelsmann DirectGroup

Linking Customer Satisfaction Measures to Financial Performance
Christopher Ittner, University of Pennsylvania

Included in the following collections:
Working Paper Series 2002

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