Collaborative Customer Relationship Management Taking CRM to the Nex
Driven by rapidly changing business environments and increasingly demanding consumers, many organizations are searching for new ways to achieve and retain a competitive advantage via customer intimacy and CRM. In this context, new strategic frameworks and
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Alexander H. Kracklauer D. Quinn Mills ´ Dirk Seifert Editors
Collaborative Customer Relationship Management Taking CRM to the Next Level
With 99 Figures and 7 Tables
123
Prof. Dr. Alexander H. Kracklauer Prof. D. Quinn Mills Prof. Dr. Dirk Seifert Harvard Business School Soldiers Field Boston, MA 02163 USA [email protected] and [email protected] [email protected] [email protected]
ISBN 978-3-642-05529-4 ISBN 978-3-540-24710-4 (eBook) DOI 10.1007/978-3-540-24710-4 Cataloging-in-Publication Data applied for A catalog record for this book is available from the Library of Congress. Bibliographic information published by Die Deutsche Bibliothek Die Deutsche Bibliothek lists this publication in the Deutsche Nationalbibliografie; detailed bibliographic data is available in the Internet at . This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer-Verlag. Violations are liable for prosecution under the German Copyright Law. http://www.springer.de © Springer-Verlag Berlin Heidelberg 2004 Originally published by Springer-Verlag Berlin Heidelberg New York in 2004 Softcover reprint of the hardcover 1st edition 2004
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Preface of the Editors Driven by rapidly changing business environments and more demanding consumers, many organizations are searching for new ways to achieve and retain a competitive advantage via customer intimacy and customer relationship management. In this context, new strategic frameworks and cooperative efforts with all participants along the value chain are needed to allow managers to synchronize their efforts with changes in shopping patterns of consumers. This book presents a new strategic framework that has already been tested successfully at global companies through a large empirical study. New management concepts like CPFR (Collaborative Forecasting and Replenishment), CRM (Customer Relationship Management), CM (Category Management) and Mass Customization are integrated in one holistic approach to jointly develop customer bonding and loyalty. Experts from companies like McKinsey, Procter & Gamble, Accenture, A.C. Nielsen as well as authors from renowned academic institutions like Harvard Business School and Technical University Munich offer valuable insights on how to redesign organizations to meet future requirements of c
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