The design, implementation and monitoring of a CRM programme: a case study

Few published empirical studies have examined the design, implementation, and monitoring of customer relationship management (CRM) programmes at a practical level. The article develops a single embedded case study on Dagbladet Børsen (http://www.borsen.dk), the largest publisher of business‐related materials in Scandinavia. The article first introduces the reader to the philosophy behind CRM. Following that, it considers key areas of a four‐year long CRM programme and offer insights into the procedure that has been developed by SJP (http://www.sjp.dk), the consulting firm that was brought in to assist. The procedure is organized around eight areas: commitment of senior management, situation report, analysis, strategy formulation, implementation, management development, employee involvement, and evaluation of loyalty‐building processes. Over the four‐year long CRM programme, Dagbladet Børsen increased its newspaper circulation by 40 per cent and advertising revenue by 50 per cent, while total revenue more than doubled.