Customer Relationship Management: Proposed Framework from a Government Perspective

Ali M. Al-Khouri

Abstract


Customer Relationship Management (CRM) has grabbed the attention of both practice and research in the past decade, developing into an area of major significance. The focus of the CRM concept is to build a long-term and value-added relationship for both the organisation and customers. Governments – although considered late followers compared to the private industry – have been showing growing interest in CRM systems recently to help public and government agencies track and manage relationships with their constituents. In this article, we review existing literature to provide an understanding of the field. We also present a proposed CRM framework based on literature review and practice work. The proposed framework is envisaged to act as a practical management tool that provides a holistic overview of implementation phases, components of each phase, and associated critical success factors.

Full Text: PDF DOI: 10.5430/jms.v3n4p34

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

Journal of Management and Strategy
ISSN 1923-3965 (Print)   ISSN 1923-3973 (Online)

 

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