Towards an alternative logic for electronic customer relationship management

Abstract

Traditional Customer Relationship Management (CRM) systems are based on a model of exchange that centres on goods (goods-dominant logic), with value created by the firm and relationship implying multiple transactions of value-laden output. We explore an alternative logic of exchange (service-dominant logic) based on the reciprocal application of applied competences (service), which sees relationship in terms of the co-creation of value. We then review the partial transition of recent CRM models toward a service-dominant logic perspective and offer an initial service-dominant logic-informed next generation CRM system design.