CRM Scorecards

Kaplan and Norton suggested that companies create CRM scorecards to reflect: (1) cus­tomer oucomes, (2) internal business processes, (3) financial objectives and (4) learning and growth. This is almost identical to four categories of measures of CRM effectiveness: (1) CRM customer cycle, (2) company, (3) e measures (effectiveness, efficiency and employee satisfaction), (3) customer and company worth and (4) customer knowledge.

Source: Poornima M. Charantimath (2017), Total Quality Management, Pearson; 3rd edition.

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