Title: The finance-CRM nexus: measure of performance effectiveness

Authors: K. Oh, G. Durden

Addresses: Graduate School of Management, La Trobe University, Melbourne, Australia. ' Graduate School of Management, La Trobe University, Melbourne, Australia

Abstract: The use of financial metrics to study how to manage customer relationships effectively has become important for academicians in recent years. We explore the needs and methods for measuring the performance of marketing activity in the context of Customer Relationship Management (CRM). The metrics for measuring CRM and how such metrics can be linked to financial performance are discussed. The need for such metrics is to provide the necessary management tools for accountability and in strategic decision making for measuring the returns from marketing investments in CRM to enhance shareholder value.

Keywords: financial performance; shareholder value; marketing metrics; customer relationship management; CRM; financial metrics; performance measurement; accountability; strategic decision making; marketing investments.

DOI: 10.1504/IJECRM.2007.016020

International Journal of Electronic Customer Relationship Management, 2007 Vol.1 No.2, pp.184 - 199

Published online: 02 Dec 2007 *

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