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This study is based on the twofold observation of the importance attached by research to coupled management control tools for improving organizational flexibility, and the lack of attention paid to the study of coupling between the said tools in customer relationship management. It aims to understand the complementarity between these tools in this management context. To do so, we drew on the theory of loose coupling. The data used in this study were collected using an interview guide and then processed using content analysis and analytical induction. Two new dimensions of customer relationship management were identified, based on the degree of customer involvement and the nature of the coupling between management control tools. The result is that greater customer involvement with loosely coupled management control tools promotes organizational flexibility.