Customer relationship management at the base of the pyramid: myth or reality?

Abstract

Purpose

The purpose of this paper is to examine the use of customer relationship management (CRM) at the bottom of the pyramid (BOP).

Design/methodology/approach

Qualitative interaction research methodology using case studies was used to conduct the research on the application of CRM at the BOP.

Findings

The key findings show that at the BOP, CRM is a key strategic tool that can be used by firms and can be facilitated by firms' relationships and connections to consumers' social networks.

Research limitations/implications

Replication of the study might be required in other BOP markets, to improve generalizability using larger samples.

Practical implications

The study provides managers with insights into the importance of CRM at the BOP and the need for proper planning and management in order for the concept to be effective.

Originality/value

This research expands knowledge in the area by extending the research context of the BOP to include Africa, and it proposes a framework that can be used for implementing CRM at the BOP.

Citation

Chikweche, T. and Fletcher, R. (2013), "Customer relationship management at the base of the pyramid: myth or reality?", Journal of Consumer Marketing, Vol. 30 No. 3, pp. 295-309. https://doi.org/10.1108/07363761311328964