Prof. Dr. Florian von Wangenheim; Markus W?bben Analytical CRM 9783834912787

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Автор: Prof. Dr. Florian von Wangenheim; Markus W?bben
Название: Analytical CRM
ISBN: 9783834912787
Издательство: Springer
Классификация:

Торговля и маркетинг

ISBN-10: 3834912786
Обложка/Формат: Paperback
Страницы: 262
Вес: 0.39 кг.
Дата издания: 2008
Серия: Applied Marketing Science / Angewandte Marketingforschung
Язык: English
Иллюстрации: Biography
Размер: 210 x 148 x 16
Читательская аудитория: Professional & vocational
Подзаголовок: Developing and maintaining profitable customer relationships in non-contractual settings
Ссылка на Издательство: Link
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Поставляется из: Германии
Описание: The ever-increasing amount of individual-level customer data generated by reward/l- alty programs opens new perspectives for customer relationship management (CRM). Without any question, the potential bene?ts of these data and analytical models for - plaining, extending, and predicting customer behavior is very high. However, recent analyses have shown that a high fraction of CRM projects result in negative return on investment. One of the main reasons for this dilemma is that these data require advanced analytical processing to fully leverage their potential (analytical CRM). Yet, research and practice is still in its early stages with respect to analytical CRM. In particular, the so-called non-contractual settings remain widely unexplored. Lit- ature refers to a non-contractual setting when customer relationships are not governed by a contract that predetermines the monetary value and/or length of the relationship. Examples include hotels, airlines, and most retailers. The most obvious consequence for CRM is that the end of a customer relationship is not directly observable, i.e., a c- tomer can switch providers without notifying the focal provider. Consequently, analysis of customer retention, and future buying behavior is even more problematic than in contractual settings.

Analytical CRM, Prof. Dr. Florian von Wangenheim; Markus W?bben