Customer-Centric Strategic Planning: Integrating CRM in Online Business Systems

Customer Relationship Management (CRM) is increasingly found at the top of corporate agendas. Online companies in particular are embracing CRM as a major element of corporate strategy, because online technological applications permit a precise segmentation, profiling and targeting of customers, and the competitive pressures of the digital markets require a customer-centric corporate culture. The implementation of CRM systems in online organisation determines a complex restructuring of all organisational elements and processes. The strategic planning process will have to adapt to new customer-centric procedures. The present paper analyses the implementation process of a CRM system in online retail businesses and develops a model of the strategic planning function in a customer-centric context.