It was developed by Francis Buttle in the year Buttle Furthermore, the model is applicable in both business-to-business B2B and business-to-customer B2C type of businesses of all sizes Gummesson Figure 1: CRM Value chain model The value chain model for customer relationship management is staged into primary and secondary stages. The secondary stage is a support system for the primary stage and both of these stages consist of various processes. Primary stage of the value chain model The primary stage of the value chain consists of different processes. Each of which has its own concepts and tools which help enable the use of the model.
|Published (Last):||21 July 2007|
|PDF File Size:||1.57 Mb|
|ePub File Size:||2.6 Mb|
|Price:||Free* [*Free Regsitration Required]|
This article is an orphan , as no other articles link to it. Please introduce links to this page from related articles ; try the Find link tool for suggestions. He is author of more than peer-reviewed scientific papers and 14 books which have been cited over 14, times earning him an h-index of Hons , University of Lancaster M. He worked in a number of private sector roles before becoming a university academic. His research interests ranged across services marketing, CRM, hospitality marketing, service quality, business-to-business relationships, word-of-mouth, complaints management and merchandising.
Buttle is probably best known for his development of the discipline of "Customer relationship management" CRM , a strategic business practice that aims to build and maintain long-term mutually beneficial relationships with customers or other stakeholders. Buttle has researched, taught and consulted widely on CRM, marketing and customer service. Buttle taught CRM and related subjects in universities on three different continents. Buttle has a love of music and has played guitar and sung in a number of rock and blues-oriented bands.
Buttle currently lives and operates a customer management consulting company in Sydney , Australia, providing consulting, management development and mentoring services to for-profit and not-for-profit organisations.
This article is an orphan , as no other articles link to it. Please introduce links to this page from related articles ; try the Find link tool for suggestions. He is author of more than peer-reviewed scientific papers and 14 books which have been cited over 14, times earning him an h-index of Hons , University of Lancaster M.
Understanding the importance of Buttle’s CRM value chain model
The author introduces the four types of Customer Relationship Management and the seven-step process to develop a CRM strategy for any organization. CRM Strategy is a new topic in this new version of the book. I think the author did well in the organization of the topics and explaining the concepts and steps to develop strategies that will help companies to acquire new customers and develop a long-term relationship with them. Buttle explained a seven step process to develop a CRM strategy for a specific project. A couple of tools to help in this step are the comprehensive model of CRM and the customer strategy cube. This step answers the questions "Where are we now? Employee education and involvement will be important as they will be motivated to participate and will help identify opportunities for improvement in the workplace.