The current status and potential use of silent technology – RFID to enhance customer relationship
by Teuta Cata, Wm. Benjamin Martz Jr.
International Journal of Technology Marketing (IJTMKT), Vol. 3, No. 3, 2008

Abstract: This research focuses on current applications and the potential integration of Radio Frequency Identification (RFID) technology with Customer Relationship Management (CRM). RFID is a 'silent' technology which holds much potential for increasing a company's understanding of its customers. As such, the technology is applicable in at least four phases of the traditional CRM cycle (the development of the offering, superior experience, retention, and targeting and marketing) and can strategically improve customer support and service areas. At the same time, RFID holds the potential to support customers in reactive mode (before customers reach the company). The results of this study details that the current RFID technology has been applied more on customer support, rather than for marketing purposes.

Online publication date: Fri, 15-Aug-2008

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