A Customer Relationship Management Model to Integrate Customer Relationship Experience Quadrant and CRX Life Cycle

Abstract

Purpose – The aim of this paper is to introduce a comprehensive conceptual model to explore the customer relationship experience (CRX) framework that builds on other customer relationship management (CRM) and customer experience management (CEM) process models. This paper proposed CRX critical success factors, CRX Quadrant and CRX life cycle.Design/methodology/approach – A total of 50 articles from the national and international journals were systematically reviewed to introduce the customer relationship experience (CRX) critical success factors, CRX Quadrant and CRX life cycle.Findings – A healthy customer relationship relies on you by providing your customers a great customer experience. Good relationships with customers are generally based on a series of interactions. The study and practice of customer relationship management (CRM) has experienced explosive growth over the past decade. Organizations have a greater ability today to establish, nurture, and sustain long-term customer relationships than ever before. Now a days it becomes compulsory to stay connected with customers, to build an intimate relationship with customers, listen to them and satisfy them still the customer experience hasn't always been a priority for service providers. The CRX critical success factors, CRX Quadrant and CRX life cycle can help in the same.Research limitations/implications – The paper introduce a conceptual model that needs to be confirmed empirically. Also, most research pertains to developed countries. Findings are presented that may not be generalized to developing nations, which may be quite different culturally.Practical implications – The paper has direct implications for the organization of any size. They are encouraged to regularly monitor their relationship experience with the help of CRX critical success factors, CRX Quadrant and CRX life cycle in order to explore the CRM & CEM implementation challenges as well as the service delivered by the organization to maintain high levels of customer satisfaction.Originality/value – The paper collates and examines recent findings. It presents a comprehensive, conceptual model encompassing research work and a holistic view of various aspects affecting customer relationship and customer experience. Although a large amount of research has been done, each studying a particular concept, this paper comprehensively brings together various research findings.