Designing customer information system for dynamic customer relationship management

Abstract

With the advance of information technology, marketing paradigm shifts from mass marketing to relationship marketing. In order to manage individual customer relationship, it is necessary to support customer information that includes of-the-customer, for-the-customer, and by-the-customer information. Customer Information System, which includes database, communication channel, application program, should be designed for facilitating the customer relationship management. In this paper, we develop the framework of dynamic customer relationship management and designs customer information system for supporting it.