The TQM extension: Total customer relationship management

摘要

From reviewing literature pertaining to customer relationship management (CRM), most research has focused partially on profitable customers, customer segmentation, information technology, or value creation. Curry and Kkolou (2004)15. Curry , A. and Kkolou , E. 2004 . Evaluating CRM to contribute to TQM improvement: A cross-case comparison . The TQM Magazine , 16 : 314 - 324 . [CrossRef]View all references found that CRM has revealed many aspects that closely resemble the total quality management (TQM) approach. A comprehensive viewpoint put forward in this study is going to propose a concept of ‘total customer relationship management’ (TCRM). Since ISO 9000 QMS (International Organization for Standardization 9000 Quality Management System) is always available and useful in the field of TQM implementation, it is introduced offering the framework with five components. Issues and content pertaining to CRM literature are classified and lodged into these components as elements. The TCRM system, therefore, is composed of five components and their own elements, as shown in Table 1. It is proposed hopefully to validate CRM activities more effectively, to pursue business excellence in CRM practice, as well as to have CRM become a mission covering all members, resources, processes and endeavours of an organisation.