Transforming strategic goals of CRM into process goals and activities

  title={Transforming strategic goals of CRM into process goals and activities},
  author={Bernd Heinrich},
  journal={Business Proc. Manag. Journal},
Purpose – The purpose of this paper is to address two questions: what is the difference between relationship processes and purely product-oriented processes? And to answer this question we should bear in mind what we mean by relationship, and why a customer is willing to establish and maintain a relationship at all. Design/methodology/approach – An empirical analysis subjected the motives of customers and factors for the establishment and expansion of customers’ relationships. In this context… CONTINUE READING