A hierarchical IMC data integration and measurement framework and its impact on CRM system quality and customer performance

Abstract

As a Consultant, he regularly works with businesses on how to incorporate customer data in the marketing decision process, including new product development, customer-centric strategies and tactics, and marketing communications. Debra Zahayis an Associate Professor of Interactive Marketing at Northern Illinois University, where she heads the Interactive Marketing Program. She holds her Doctorate in Marketing from the University of Illinois. She researches how firms manage customer information for competitive advantage.ABSTRACT Marketers and advertisers seek to get close to customers through data analytics procedures that allow for the measurement of personalized messages delivered across multiple communication touchpoints. This article tests a hierarchical integrated marketing communications data integration framework that utilizes customer information (transactional, demographic and psychographic) to develop personalized communication and communication campaigns distributed across multiple interactive customer touchpoints. Our model posits that by using basic customer data we can increase the priority for collecting other types of data needed to get close to customers. Our findings show that customer data needs are hierarchically ordered and that the sequential interaction between these variables impacts customer relationship management system quality and measurement of performance.

The impact of mobile customer relationship management (mCRM) on sales collaboration and sales performance

“…The main objective of traditional CRM is to help sales organizations increase customer satisfaction and provide value through positive customer experiences (Payne and Frow 2005 ). The use of CRM has been well documented in practice and in research (Hansotia 2002 ; Peltier et al 2013 ) but successful implementation has had mixed results. One of the major challenges in CRM implementation has been user adoption (Nguyen and Waring 2013 ).…”

The Mediating Role of Customers' Satisfaction on the Effect of CRM on Long-Term Customers Loyalty in the Banking Sector in the Palestinian Territory

“…Furthermore, Galka & Baran (2013) determine the basic dimensions of CRM as maintenance and the formation of long-loyalty between the firm and its customers, marketing direct techniques, constructing customer interaction and personalizing customer relationship. In addition, Peltier et al (2013) show that CRM gather customers data from several communication channels as customer feedback and social media so it helps the firm to better understand the needs of customers and how well to satisfy their needs. Mostly, the organizations need to use strategies, practices and technologies in their CRM applications to manage and analyze interactions with its customers.…”

The Role of Customer Relationship Management on Enhancing the Customers’ Satisfaction in the Banks in Palestine

“…Peltier et al (2013) further note that the CRM approach compiles customer data from various channels of communication including social media and customer feedback so as to learn about the customers' needs and how to satisfy these needs. Generally, CRM entails technologies, strategies, and practices used by organizations to analyze and manage their interaction with the customers across the entire lifecycle.…”