Getting better every day: How marrying customer relationship marketing to continuous improvement brings sustained growth

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

Scans the top 400 management publications in the world to identify the most topical issues and latest concepts. These are presented in an easy‐to‐digest briefing of no more than 1,500 words.

Findings

The faithful and devoted customer is more important than ever in the current market place where customer satisfaction is the key to repeat business and sustained profitability. Three leading organizations – John Lewis, Boots The Chemists and Standard Life – have made customer relationship management (CRM) central to their business but conceive, prioritize and manage it differently.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2005), "Getting better every day: How marrying customer relationship marketing to continuous improvement brings sustained growth", Strategic Direction, Vol. 21 No. 8, pp. 24-25. https://doi.org/10.1108/02580540510606675