Developing a Process to Enhance Customer Relationship Management for Small Entrepreneurial Businesses in the Service Sector

Abstract

The words in the CRM (Customer Relationship Management) have become short‐hand buzz words for describing how firms foster a 360‐degree review of the customer lifecycle. The primary goal of this study is to provide a synopsis of innovative CRM concepts that can assist entrepreneurial small firms develop a process to effectively communicate with their customers, such as an e‐newsletter and CD‐ROM direct mail campaign. A practitioner‐oriented model is developed that depicts the CRM process of using multiple communication channels, building loyalty, establishing customer retention tactics, and changing service offers to foster the customer experience.

Citation

Chaudhry, P.E. (2007), "Developing a Process to Enhance Customer Relationship Management for Small Entrepreneurial Businesses in the Service Sector", Journal of Research in Marketing and Entrepreneurship, Vol. 9 No. 1, pp. 4-23. https://doi.org/10.1108/14715200780001337