Strategic CRM is a complex set of activities that

together form the basis for a sustainable and hard

.
to imitate competitive advantage
It shapes
interactions between company and customers to allow
.
maximization of lifetime value of customers
It is a useful tool to differentiate between customers with
respect to their economic value to the firm as well as their
expectations from the firm.
Relationship management can occur at different levels & each successive
levels of strategy results in ties & binds the customer closer to the
organization & helps to increase the competitive advantage of the
organization

BONDS
Structural
Bond
Financial
Bond
Customizatio
n
bond
Social
bond
•Integrated information service
•Joint investments
•Shared process & equipment
•Volum
e &
frequen
cy
•Rewar
ds
•Bundli
ng &
cross
selling
•Stable
pricing
Mass customization
Customer intimacy
Innovation
•Continuous relationship
•Personal