Employee Relationship Management: Applying the Concept of Personalization to U.S. Navy Sailors

Abstract

Using customer relationship management (CRM) techniques, companies target market to their customers on an individualized basis. A variation on the CRM theme is employee relationship management (ERM), in which a company uses Web-based personalization techniques to develop a more effective relationship with its employees. This article reports some of the findings for a study sponsored by the U.S. Navy to determine how personalization can be used for a Web portal with the objective of boosting sailor morale and retention. It also discusses ways that CRM personalization techniques can be generalized to fields beyond marketing and employee relations.