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A Case Study on Organisational Performance Measurement Systems for Customer Intimacy
Author(s) -
Cuganesan Suresh
Publication year - 2005
Publication title -
australian accounting review
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.551
H-Index - 36
eISSN - 1835-2561
pISSN - 1035-6908
DOI - 10.1111/j.1835-2561.2005.tb00251.x
Subject(s) - business , order (exchange) , performance measurement , customer advocacy , customer intelligence , customer to customer , customer retention , marketing , customer experience , voice of the customer , service quality , service (business) , finance
Organisations have been urged to embrace “customer intimacy” in order to become market leaders. However, the complexities of developing and implementing performance measures for customer intimacy are yet to be investigated. This study investigates the introduction of customer‐focused performance measures in a wholesale financial services company pursuing customer intimacy. The study demonstrates the multi‐dimensional nature of customer intimacy, examines the potential trade‐offs in the design of customer‐focused performance measurement systems and identifies social and technical factors that shaped the fate of the new performance measurement system studied.