Towards improved customer relationship management: Customer-centric business strategies can have a positive effect

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Customer-relations management (CRM) plays a critical role in enhancing business performance. Organizations can attain this goal by adopting customer-centric business strategies whereby representatives exploit IT capabilities to share knowledge with clients. This enables identification of products and services best suited to meet their requirements.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2022), "Towards improved customer relationship management: Customer-centric business strategies can have a positive effect", Strategic Direction, Vol. 38 No. 4, pp. 1-3. https://doi.org/10.1108/SD-01-2022-0010