ABSTRACT
A seven-step approach to customer relationship management (CRM) was proposed by Winer (2001). The seven steps included creating a customer database, analyzing the database, selecting customers to target, developing targeting programs, creating relationship programs for the targeted customers, setting privacy rules, and developing metrics for assessing the success of the CRM strategy. The framework has been frequently cited by both academics and practitioners as a useful conceptualization of the CRM process. In this chapter, the framework is assessed for its relevance almost 20 years later. While it is argued that the framework is still appropriate, there are a number of specific areas within the seven steps that have seen substantial change.
