Avoid the four perils of CRM.

By D. Rigby, F. Reichheld, Phil Schefter. Harvard Business Review, 2002

909 citations recorded by the source corpus.

View Paper: https://www.semanticscholar.org/paper/b07001be816b9e26d61d52c77498e6bd2c58f288

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Citations in the corpus

Loyalty program effectiveness: Theoretical reviews and practical proofs (2020, background): “Thus, these programs will not enable organizations to build relationships with customers who place little value on such programs (Rigby et al., 2002).”
The effects of relationship quality on customer retaliation (2006, background): “, 2001), are willing to pay a premium on the products and services they buy (Dowling and Uncles, 1997), and cost less to serve (Rigby et al., 2002).”
Customer Equity: Measurement, Management and Research Opportunities (2007, background): “…pointed out that, after spending huge amounts of money in Customer Relationship Management (CRM henceforth) technologies, some firms do not know how to manage customer relationships with these new databases, and have therefore achieved negative returns for these investments (Rigby et al., 2002).”
The Role of Relational Information Processes and Technology Use in Customer Relationship Management (2005, background): “For CRM technology to be effective, it must support the business processes that manage customer experiences (Greenberg 2001; Rigby et al. 2002).”
Why customers won't relate: Obstacles to relationship marketing engagement (2011, background): “…of relationship marketing practices for both the consumer and the organization, relationship marketing practices receive criticism for their failure to yield desired results (e.g. Rigby et al., 2002; Fournier et al., 1998; Mitchell, 2002; Noble and Phillips, 2004; Reinartz and Kumar, 2002).”
The Effect of Customers' Social Media Participation on Customer Visit Frequency and Profitability: An Empirical Investigation (2013, background): “For business executives, it is important to know on which customer segments they must spend greater resources in order to build and strengthen relationships (Rigby et al. 2002).”