ABSTRACT
The purpose of this chapter is to explain how this customer relationship management (CRM) paradigm using knowledge and learning approaches might be adapted to the needs of firms adopting CRM. By employing experiential learning theory, the chapter aims to explain an approach to overcome the dark side of CRM, with the concept of learning behaviour arising from failure, in order to improve firms CRM performance. It explains the CRM dark side from the management perspective and explores how organisations can overcome the dark side of CRM by linking varying CRM aspects with the concept of learning behaviour from failure. This chapter incorporates an additional construct learning behaviour from failure to explore the opportunities for the CRM strategy so as to learn how to recover and exploit unique knowledge. The chapter also propose that managers working with CRM need to emphasise understanding failure as felt by the individuals who are able to deal with failure.
