For decades, researchers in customer management have demonstrated the business importance of firm-customer relationships, developed models for understanding customer behavior and response to marketing, established the link between customer behavior and firm performance, and proposed policies to optimize customer management activities. This paper overviews customer management research, from its historical origins to its recent developments. We identify promising directions for future research, with an emphasis on novel data sources, online marketplaces, and new technologies; additionally, we highlight the privacy and fairness considerations that come with these developments.

中文翻译：

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客户管理的过去，现在和未来

数十年来，客户管理研究人员已经证明了公司与客户之间关系的商业重要性，开发了用于理解客户行为和对市场反应的模型，建立了客户行为与公司绩效之间的联系，并提出了优化客户管理活动的政策。本文概述了客户管理研究，从其历史渊源到最近的发展。我们确定了未来研究的有希望的方向，重点是新颖的数据源，在线市场和新技术。此外，我们重点介绍了这些发展带来的隐私和公平考虑。