A typology of CRM systems

Abstract

Customer relationship management is to the new millennium of marketing thought and practice what the marketing concept was to marketing thought and practice in the 1960’s. This being said, CRM programs have lead to mixed results. This paper puts forward a typology of CRM programs that is based on the inherent commitment/control orientation present in the program. The success of customer relationship management efforts is largely determined by the commitment/control orientation present in the CRM program.