Emerging Trends in Customer Management in a Changing World
Journal Title: Journal of Emerging Trends in Marketing and Management - Year 2016, Vol 0, Issue 1
Abstract
The number of customer management related research publications has increased significantly over the last decade (a 70 per cent increase); where key areas or themes have mainly focused upon subjects such as customer satisfaction, customer service, customer loyalty, customer relationship management and customer value. The number of published articles relating to customer relationship management appears to be on the decline, having peaked in 2013 (a 25 per cent decrease); while other key themes have remained fairly steady. This would suggest that new trends in customer management are emerging, or are on the increase. The objective of this paper is to explore and highlight current and future trends in customer management by means of a literature review of marketing and related journals/texts spanning the last twelve months. The outcomes of this review and their relevance to marketing and customer management include themes relating to getting the organizational culture right, as well as adapting and connecting better with customers. Furthermore, themes relating to personalization and designing customer journeys, as well as understanding the influence of innovation, co-creation and social media, can all influence brand credibility among customers. The themes highlighted all relate to ways in which companies can enhance their engagement and interaction with customers in a changing world; a world that is changing because of advances in technology and a proliferation of online communication, alongside increasingly powerful and demanding customers. Today’s customers prefer to buy from companies which, not only genuinely understand their needs, but also understand how their offerings fit into their customers’ lives. This paper summarizes trends that are relevant to both academia and business, where customers’ expectations of companies are higher than ever before. Looking beyond customer relationship management can help companies better understand these new trends and innovations and how they can prepare better for the future.
Authors and Affiliations
Anne Dibley, Moira Clark, Andrew Myers
Keywords
Related Articles
- EP ID EP265713
- DOI -
- Views 116
- Downloads 0
The Brand Effect - Living the Brand in Negotiations
Prior studies in marketing could confirm that the humanization of the brand through the sales person is beneficial for the brand perception by the customer during the selling process. While this research could indicate a...
Crowdsourcing and Outsourcing: Friends or Foes?
Crowdsourcing and outsourcing are alternative ways for performing business activities by companies. The purpose of this paper is to explore what type of marketing activities are nowadays outsourced and crowdsourced by en...
Human Resource Management in Social Welfare System
The article presents the results of the research of employees’ labor motivation, who work in social welfare system. The issues of the existing personnel policy and the degree of its effectiveness are considered in order...
Social-Media Platforms and Marketing of Higher Education Institutions
The paper introduces the reader to social media as a marketing tool in the first section, then investigates the motivation behind using social media. In the following section it delves into basic and recommended strategi...
To What Extent Does Gender Marketing Influence the Parental Purchase Decisions of Children’s Products, and How Would These Customers React in a Genderless Informational World?
This research study explores the extent to which parents rely on gender marketing when purchasing products for their children, and how these consumers would react in a genderless informational world. The project presents...