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WorkingPaper
WPno690
May,2007
HOWTOIMPROVEACRMSTRATEGY
LluísG.Renart
CarlesCabré
IESEBusinessSchool–UniversityofNavarra
Avda.Pearson,21–08034Barcelona,Spain.Tel.:(+34)932534200Fax:(+34)932534343
CaminodelCerrodelÁguila,3(Ctra.deCastilla,km5,180)–28023Madrid,Spain.Tel.:(+34)913570809Fax:(+34)913572913
Copyright©2007IESEBusinessSchool.
IESEBusinessSchool-UniversityofNavarra-1
HOWTOIMPROVEACRMSTRATEGY
LluísG.Renart*
CarlesCabré**
Abstract
Theconceptofrelationshipmarketing,introducedbyBerry(1983),hasledtoaparadigm
changeinmarketing(ShethandParvatiyar,2002).Overthelastfewdecades,numerousstudies
haveanalyzedtheimpactofcustomerrelationshipmanagement(CRM)programsoncustomer
satisfactionandloyalty.QuiteafewCRMprogramshavebeenfoundtohavelittleorno
impact.Havingpublishedalreadyseveralarticlesandcasesonthesubject,inthispaperweset
outtoanswerthefollowingquestion:assumingacompanyalreadyhasareasonablysuccessful
CRMstrategyinplace,howcanitcontinuouslyadaptandimprovethatstrategy?Our
recommendationisthatsuchcompaniesimplementacontinuousimprovementprocessatfour
dif
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