This is an interesting paper explaining the importance of Customer-Centric Strategic Planning by integrating CRM in online business systems. It helps in understanding the flow of the bussines operations and the tools needed to efficently monitor them.
Customer Relationship Management (CRM) is increasingly found at the top of corporate agendas. Online companies in particular are embracing CRM as a major element of corporate strategy, because online technological applications permit a precise segmentation, proﬁling and targeting of customers, and the competitive pressures of the digital markets require a customer-centric corporate culture. The implementation of CRM systems in online organisation determines a complex restructuring of all organisational elements and processes. The strategic planning process will have to adapt to new customer-centric procedures. The present paper analyses the implementation process of a CRM system in online retail businesses and develops a model of the strategic planning function in a customer-centric context.