Customer relationship management: concept, strategy, and tools
Gespeichert in:
| Beteiligte Personen: | , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Heidelberg[u.a.]
Springer
2012
|
| Ausgabe: | 2. ed. |
| Schriftenreihe: | Springer texts in business and economics
|
| Schlagwörter: | |
| Links: | http://deposit.dnb.de/cgi-bin/dokserv?id=3677684&prov=M&dok_var=1&dok_ext=htm http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022563006&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | XXXIII, 378 S. Ill., graph. Darst. |
| ISBN: | 9783642201097 3642201091 9783642201301 364220130X |
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| 245 | 1 | 0 | |a Customer relationship management |b concept, strategy, and tools |c V. Kumar ; Werner Reinartz |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Heidelberg[u.a.] |b Springer |c 2012 | |
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Datensatz im Suchindex
| _version_ | 1819319390495047680 |
|---|---|
| adam_text | Titel: Customer relationship management
Autor: Kumar, V
Jahr: 2012
Contents
Part I CRM: Conceptual Foundation
1 Strategic Customer Relationship Management Today...... 3
1.1 Overview.................................... 3
1.2 An Introduction to Strategic CRM.................. 3
1.3 Why Managing Customers Is More Critical than Ever.... 6
1.3.1 Changes with Respect to Consumers........... 6
1.3.2 Changes with Respect to the Marketplace....... 11
1.3.3 Changes with Respect to Data Storage
Technology............................. 12
1.3.4 Changes with Respect to the Marketing Function . . 13
1.3.5 Implications............................. 15
1.4 The Benefits of the Customer Value Management
Approach.................................... 15
1.5 Evolution and Growth of CRM.................... 16
1.5.1 Timeline of CRM Evolution................. 16
1.6 CRM and the IT Revolution: The View from
the Industry................................... 18
1.7 Further Growth of the CRM Industry................ 19
1.7.1 Factors Driving the CRM Industry............. 19
1.8 Summary.................................... 19
References....................................... 20
2 Relationship Marketing and the Concept of Customer
Value........................................... 21
2.1 Overview.................................... 21
2.2 The Link Between CRM and Database Marketing,
and the Importance of Customer Value............... 21
2.3 Satisfaction-Loyalty-Profit Chain................... 25
2.3.1 Issues to Consider........................ 26
2.3.2 What Does It All Mean?.................... 29
2.4 Summary.................................... 29
References....................................... 30
Contents
Part II Strategic CRM
3 Strategic CRM.................................... 35
3.1 Overview.................................... 35
3.2 Strategic CRM................................ 35
3.2.1 Customer Management Orientation............ 36
3.2.2 Integration and Alignment of Organizational
Processes............................... 37
3.2.3 Information Capture and Alignment
of Technology........................... 38
3.2.4 CRM Implementation...................... 39
3.3 Steps in Developing a CRM Strategy................ 41
3.4 Case Study: CRM Implementation at IBM............ 46
3.4.1 CRM Implementation Process Objectives....... 47
3.4.2 CRM Implementation Process Stages.......... 47
3.4.3 CRM Implementation...................... 48
3.4.4 Case Summary........................... 50
3.5 Summary.................................... 51
References....................................... 53
4 Implementing the CRM Strategy...................... 55
4.1 Overview.................................... 55
4.2 Elements of a CRM System....................... 55
4.3 Return on Investment of CRM..................... 57
4.3.1 Costs Associated with a CRM Implementation .... 58
4.3.2 Financial Benefits from a CRM Implementation ... 59
4.3.3 Computing the ROI of CRM Initiatives......... 60
4.4 CRM Implementation........................... 61
4.4.1 Operational Projects....................... 62
4.4.2 Analytical Projects........................ 62
4.4.3 Deploying Operational and Analytical
Outputs (To Improve Marketing Decisions
and Customer Relationships)................. 64
4.5 CASE STUDY: Customer Relationship Management
at Capital One (UNITED KINGDOM)............... 65
4.5.1 Case Background......................... 66
4.5.2 Industry Background...................... 67
4.5.3 Capital One Company Background............ 71
4.5.4 Customer Relationship Management Practices
at Capital One (UK)....................... 71
4.5.5 Future Challenges......................... 81
4.6 Summary.................................... 82
4.7 Exercise questions.............................. 83
References....................................... 85
Contents
Part III Analytical CRM
5 Customer Analytics Part 1........................... 89
5.1 Overview.................................... 89
5.2 Traditional Marketing Metrics..................... 90
5.2.1 Market Share............................ 90
5.2.2 Sales Growth............................ 90
5.3 Customer Acquisition Metrics..................... 91
5.3.1 Acquisition Rate.......................... 91
5.3.2 Acquisition Cost.......................... 92
5.4 Customer Activity Metrics........................ 92
5.4.1 Average Inter-Purchase Time................ 93
5.4.2 Retention and Defection Rate................ 94
5.4.3 Survival Rate............................ 97
5.4.4 Lifetime Duration......................... 98
5.4.5 P(Active)............................... 99
5.4.6 Comprehensive Example of Customer Activity
Measures............................... 100
5.5 Popular Customer-Based Value Metrics.............. 101
5.5.1 Size of Wallet........................... 101
5.5.2 Share of Category Requirement............... 102
5.5.3 Share of Wallet.......................... 103
5.5.4 Transition Matrix......................... 106
5.6 Summary.................................... 106
Appendix........................................ 108
References....................................... 109
6 Customer Analytics Part II.......................... Ill
6.1 Overview.................................... Ill
6.2 Strategic Customer-Based Value Metrics............. Ill
6.2.1 RFM Method............................ Ill
6.2.2 Past Customer Value...................... 120
6.2.3 Lifetime Value Metrics..................... 121
6.2.4 Customer Equity......................... 125
6.2.5 Comprehensive Example................... 125
6.3 Popular Customer Selection Strategies............... 126
6.3.1 Profiling................................ 127
6.3.2 Binary Classification Trees.................. 128
6.3.3 Logistic Regression....................... 130
6.4 Techniques to Evaluate Alternative Customer Selection
Strategies.................................... 133
6.4.1 Misclassification Rate...................... 134
6.4.2 LIFT Analysis........................... 134
6.5 Summary.................................... 137
Appendix I....................................... 139
Appendix II....................................... 139
Appendix HI...................................... 140
References....................................... 141
Contents
7 Data Mining...................................... 143
7.1 Overview.................................... 143
7.1.1 The Need for Data Mining.................. 143
7.1.2 The Business Value of Data Mining........... 144
7.2 The Data-Mining Process......................... 144
7.2.1 Define Business Objectives.................. 147
7.2.2 Get Raw Data............................ 150
7.2.3 Identify Relevant Predictive Variables.......... 153
7.2.4 Gain Customer Insight..................... 156
7.2.5 Act................................... 157
7.3 Summary.................................... 162
References....................................... 163
8 Using Databases................................... 165
8.1 Overview.................................... 165
8.2 Types of Databases............................. 165
8.2.1 Categorization Based on the Information Included
in the Databases.......................... 166
8.2.2 Categorization Based on the Nature of
the Underlying Marketing Activities........... 169
8.2.3 Categorization Based on the Database Technology . 170
8.3 The Benefits of Marketing Databases................ 171
8.3.1 The Ability to Carry Out Profitable Segmentation. 171
8.3.2 Retained Customers and Repeat Business....... 172
8.3.3 The Ability to Spot Potentially Profitable
Customers.............................. 172
8.4 The Uses of Marketing Databases
(Jackson and Wang 1994)........................ 172
8.4.1 Uses that Directly Influence the Customer
Relationship............................. 172
8.4.2 Uses that Directly Influence Other Business
Operations.............................. 172
8.5 Summary.................................... 173
References....................................... 174
Part IV Operational CRM
9 Software Tools and Dashboards....................... 177
9.1 Introduction.................................. 177
9.2 CRM Implementation Options..................... 177
9.2.1 Developing Software In-House............... 177
9.2.2 Buying Licensed CRM Software.............. 178
9.2.3 Outsourcing a Managed Service.............. 179
9.3 CRM Software and Applications................... 180
9.3.1 Stage-Wise Implementation Versus an Enterprise
Wide CRM Solution....................... 180
9.3.2 Relationships and Flows Between CRM
Modules................................ 180
9.4 Summary.................................... 180
References....................................... 182
Contents
10 Loyalty Programs: Design and Effectiveness............. 183
10.1 Overview.................................. 183
10.2 What Is Loyalty? Behavioral Versus Attitudinal
Loyalty.................................... 184
10.3 What Is a Loyalty Program? Definition and Key
Objectives.................................. 184
10.3.1 Building True Loyalty................... 185
10.3.2 Efficiency Profits...................... 185
10.3.3 Effectiveness Profits.................... 186
10.3.4 Value Alignment....................... 186
10.4 Loyalty Programs: Increasing in Popularity.......... 187
10.5 Problems with Loyalty Programs................. 191
10.6 Design Characteristics of Loyalty Programs......... 192
10.6.1 Reward Structure...................... 192
10.6.2 Participation Requirements............... 194
10.6.3 Payment Function...................... 195
10.6.4 Sponsorship.......................... 195
10.6.5 Cost and Revenues of LPs................ 196
10.7 Drivers of Loyalty Program Effectiveness........... 196
10.7.1 Loyalty Program Design Characteristics...... 197
10.7.2 Customer Characteristics................. 197
10.7.3 Firm Characteristics.................... 197
10.7.4 Achieving a Competitive Advantage........ 198
10.8 Empirical Evidence on Loyalty Program
Effectiveness................................ 200
10.9 Loyalty Programs, Shackle or Reward:
And to Whom?.............................. 200
10.10 The Seven-Point Checklist for Successful
LP Design and Implementation................... 200
10.11 Summary.................................. 201
Appendix I. Key Studies of LPs with Notable Empirical
Findings......................................... 204
References....................................... 206
11 Campaign Management............................. 207
11.1 Overview................................... 207
11.2 Campaign Management......................... 208
11.3 Campaign Planning and Development............... 209
11.3.1 Setting Objectives and Strategies............ 209
11.3.2 Identifying Customer Segments............. 210
11.3.3 Developing the Communication Strategy...... 212
11.3.4 Developing the Offer.................... 215
11.3.5 Campaign Budget....................... 216
11.3.6 Testing............................... 223
11.4 Campaign Execution........................... 227
11.4.1 Implementation and Coordination........... 227
11.4.2 Monitoring, and Fine-Tuning............... 228
11.4.3 Problems to Take into Account............. 229
Contents
11.5 Analysis and Control........................... 230
11.5.1 Measuring Campaign Results.............. 230
11.5.2 Response Analysis...................... 231
11.5.3 Profile Analysis........................ 231
11.6 Campaign Feedback........................... 231
11.7 Summary................................... 232
References....................................... 234
12 Impact of CRM on Marketing Channels................ 235
12.1 Overview................................... 235
12.2 CRM and Marketing Channels.................... 235
12.2.1 The Role of Channels in Customer
Relationships.......................... 237
12.2.2 Multichannel Trends and CRM............. 242
12.3 CRM and Multichannel Design................... 247
12.3.1 Attributes of Multichannel Designs.......... 247
12.3.2 Designing Optimal Multichannel Offers....... 249
12.4 CRM and Multichannel Management............... 251
12.4.1 Managing Multichannel Systems: Integration
Versus Separation....................... 251
12.4.2 Managing Multichannel Shoppers........... 253
12.4.3 Managing Research Shoppers.............. 256
12.5 Summary................................... 257
References....................................... 259
13 Customer Relationship Management Issues in the
Business-To-Business Context........................ 261
13.1 Overview................................... 261
13.2 CRM and Sales Force Automation................. 262
13.2.1 What Is SFA?.......................... 262
13.2.2 SFA Benefits.......................... 264
13.2.3 Conditions for Realizing Benefits........... 264
13.3 CRM and Key Account Management............... 265
13.3.1 What Is KAM?......................... 266
13.3.2 Implementation of the KAM Program........ 266
13.4 CRM and the Shift from Goods to Services........... 271
13.4.1 What Are Hybrid Offerings?............... 272
13.4.2 Advantages and Disadvantages of the Shift
to Hybrid Offerings...................... 273
13.4.3 Rules for Successful Shifts................ 274
13.5 Summary................................... 276
References....................................... 277
14 Customer Privacy Concerns and Privacy Protective
Responses........................................ 279
14.1 Overview.................................. 279
14.2 Customer Privacy Concerns..................... 280
14.2.1 Customer Privacy...................... 280
Contents
14.2.2 Drivers of Customer Privacy Concerns....... 280
14.3 Regulations to Protect Customer Privacy............ 287
14.3.1 United States: Customer Privacy Protection
Based on Industry Self-Regulation.......... 288
14.3.2 Germany: Customer Privacy Protection Based
on Governmental Legislation.............. 289
14.3.3 Safe Harbor Provision................... 290
14.4 Customer Privacy Protective Responses............ 292
14.5 Privacy Paradox.............................. 294
14.6 Consequences of Privacy Protective Responses....... 295
14.7 Implications for Companies..................... 295
14.8 Summary.................................. 296
Appendix I (Petlier, Milne, Phelps, 2009)............... 297
Appendix II....................................... 299
References....................................... 299
Part V Advances in CRM Applications
15 Applications of CRM in B2B and B2C Scenarios (Part I). . . 303
15.1 Overview................................... 303
15.2 Measuring Customer Profitability.................. 304
15.2.1 Computing CLV........................ 304
15.2.2 Drivers of CLV........................ 306
15.3 The Lifetime-Profitability Relationship in a
Noncontractual Setting.......................... 306
15.3.1 Background and Objective................ 306
15.3.2 Conceptual Model....................... 309
15.3.3 Research Methodology................... 311
15.3.4 Empirical Findings...................... 314
15.3.5 Implications........................... 318
15.4 Model for Incorporating Customers Projected
Profitability into Lifetime Duration Computation....... 318
15.4.1 Background and Objectives................ 318
15.4.2 A Dynamic Model of the Antecedents of
Profitable Lifetime Duration............... 319
15.4.3 Research Methodology................... 321
15.4.4 Determining Profitable Customer Lifetime
Duration.............................. 321
15.4.5 Analysis.............................. 322
15.4.6 Results............................... 323
15.4.7 Technical Appendix: Estimation of P(Alive). . . 327
15.5 Model for Identifying the True Value of a Lost
Customer................................... 328
15.5.1 Conceptual Background.................. 328
15.5.2 Modeling the Effects of Disadoption
on the Value of a Lost Customer............ 330
Contents
15.5.3 The Key Determinants of the Value
of a Customer.......................... 330
15.6 Summary................................... 331
References....................................... 332
16 Applications of CRM in B2B and B2C Scenarios (Part II). . . 335
16.1 Overview................................... 335
16.2 Optimal Resource Allocation Across Marketing and
Communication Strategies....................... 336
16.3 Purchase Sequences Analysis: Delivering the Right
Message to the Right Customer at the Right Time...... 338
16.4 The Link Between Acquisition, Retention, and
Profitability: Balancing Acquisition and Retention
Resources to Maximize Customer Profitability........ 339
16.5 Preventing Customer Churn...................... 341
16.6 Customer Brand Value.......................... 344
16.6.1 What Is Customer Brand Value?............ 344
16.6.2 Linking Customer Brand Value to Customer
Lifetime Value......................... 345
16.6.3 What Are the Managerial Benefits of Linking
Customer Brand Value to Customer Lifetime
Value?............................... 345
16.7 Customer Referral Value........................ 346
16.7.1 What Is Customer Referral Value?........... 346
16.7.2 How Can Compute Customer Referral Value
Be Computed?......................... 347
16.7.3 How Can Customer Referral Value Be Linked
to Customer Lifetime Value?............... 349
16.7.4 What Are the Managerial Benefits of Linking
Customer Referral Value and Customer Lifetime
Value?............................... 349
16.7.5 What Should the Focus Be on: Customer Referral
Value or Customer Lifetime Value?.......... 352
16.8 Summary................................... 353
References....................................... 355
17 Future of CRM................................... 357
17.1 Overview................................... 357
17.2 Social CRM................................. 358
17.2.1 Popular Social Media Channels............. 359
17.2.2 Consumer-to-Consumer Interaction: A New
Marketing Portal........................ 361
17.2.3 Social CRM Strategies: How to do it?........ 365
17.2.4 Sentiment Analysis...................... 366
17.2.5 A Final Word on Social CRM.............. 367
17.3 Global CRM (GCRM).......................... 367
17.3.1 Informational Technology Needs............ 367
17.3.2 Global Diffusion........................ 368
Contents
17.4 Database CRM............................... 369
17.4.1 Introduction........................... 369
17.4.2 Cloud Computing....................... 369
17.4.3 Privacy Issues and Concerns............... 371
17.5 Summary................................... 371
References....................................... 372
Index.............................................. 373
|
| any_adam_object | 1 |
| author | Kumar, V. 1957- Reinartz, Werner J. 1963- |
| author_GND | (DE-588)131395319 (DE-588)171875435 |
| author_facet | Kumar, V. 1957- Reinartz, Werner J. 1963- |
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| author_variant | v k vk w j r wj wjr |
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| bvnumber | BV037410534 |
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| dewey-full | 658.812 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.812 |
| dewey-search | 658.812 |
| dewey-sort | 3658.812 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Psychologie Wirtschaftswissenschaften |
| edition | 2. ed. |
| format | Book |
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| genre | (DE-588)4123623-3 Lehrbuch gnd-content |
| genre_facet | Lehrbuch |
| id | DE-604.BV037410534 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T15:16:21Z |
| institution | BVB |
| isbn | 9783642201097 3642201091 9783642201301 364220130X |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-022563006 |
| oclc_num | 724964931 |
| open_access_boolean | |
| owner | DE-355 DE-BY-UBR DE-739 DE-1050 DE-859 DE-523 DE-188 DE-945 DE-858 DE-1028 DE-384 DE-11 DE-83 DE-Aug4 |
| owner_facet | DE-355 DE-BY-UBR DE-739 DE-1050 DE-859 DE-523 DE-188 DE-945 DE-858 DE-1028 DE-384 DE-11 DE-83 DE-Aug4 |
| physical | XXXIII, 378 S. Ill., graph. Darst. |
| publishDate | 2012 |
| publishDateSearch | 2012 |
| publishDateSort | 2012 |
| publisher | Springer |
| record_format | marc |
| series2 | Springer texts in business and economics |
| spellingShingle | Kumar, V. 1957- Reinartz, Werner J. 1963- Customer relationship management concept, strategy, and tools Kundenmanagement (DE-588)4236865-0 gnd Beziehungsmanagement (DE-588)4326109-7 gnd Kundenwert (DE-588)4515875-7 gnd |
| subject_GND | (DE-588)4236865-0 (DE-588)4326109-7 (DE-588)4515875-7 (DE-588)4123623-3 |
| title | Customer relationship management concept, strategy, and tools |
| title_auth | Customer relationship management concept, strategy, and tools |
| title_exact_search | Customer relationship management concept, strategy, and tools |
| title_full | Customer relationship management concept, strategy, and tools V. Kumar ; Werner Reinartz |
| title_fullStr | Customer relationship management concept, strategy, and tools V. Kumar ; Werner Reinartz |
| title_full_unstemmed | Customer relationship management concept, strategy, and tools V. Kumar ; Werner Reinartz |
| title_short | Customer relationship management |
| title_sort | customer relationship management concept strategy and tools |
| title_sub | concept, strategy, and tools |
| topic | Kundenmanagement (DE-588)4236865-0 gnd Beziehungsmanagement (DE-588)4326109-7 gnd Kundenwert (DE-588)4515875-7 gnd |
| topic_facet | Kundenmanagement Beziehungsmanagement Kundenwert Lehrbuch |
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| work_keys_str_mv | AT kumarv customerrelationshipmanagementconceptstrategyandtools AT reinartzwernerj customerrelationshipmanagementconceptstrategyandtools |