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Transforming Strategic Goals of CRM into Process Goals and Activities

Heinrich, Bernd (2005) Transforming Strategic Goals of CRM into Process Goals and Activities. Business process management journal 11 (6), pp. 709-723.

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Purpose – The purpose of this paper is to address two questions: what is the difference between relationship processes and purely product-oriented processes? And to answer this question we should bear in mind what we mean by relationship, and why a customer is willing to establish and maintain a relationship at all. Design/methodology/approach – An empirical analysis subjected the motives of ...


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Item type:Article
Institutions:Business, Economics and Information Systems > Institut für Wirtschaftsinformatik > Lehrstuhl für Wirtschaftsinformatik II (Prof. Dr. Bernd Heinrich)
Interdisciplinary Subject Network:Not selected
Identification Number:
Keywords:Customer relations, Process planning, Banking
Dewey Decimal Classification:300 Social sciences > 330 Economics
Refereed:Yes, this version has been refereed
Created at the University of Regensburg:Unknown
Item ID:23336
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