Abstract
First, this paper explores the many varied, and often confusing, definitions of relationship marketing, customer relationship management (CRM) and customer management (CM). Then it reports the results of a survey that examined the CM performance of 34 companies in the consumer banking, credit card, insurance, oil (lubricants) and automotive industries in Malaysia. The research was conducted using the Customer Management Assessment ToolTM (CMATTM) developed by QCi Ltd, a management consultancy that specialises in assessing and improving CM. CM performance was found to be especially poor in insurance and consumer banking. The best performing sector was the credit card industry.
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