The following report is illustrating the various viewpoints of several experts as well as the personal opinion of the author of this report about cus tomer relationship marketing in practice.
The experts viewpoints are based on selected articles handed out during lecture. Whereas the personal viewpoint illustrated in this report derives from personal experience as well as asorted literature used for preparation.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- 1. Positive expert opinions about CRM in practice
- 1.1 The "right" customers
- 1.2 Product and service offerings
- 1.3 Loyal employees
- 1.4 Measurement systems
- 1.5 The cost of losing customer
- 1.6 Detections Management
- 2. Negative expert opinions about CRM in practice
- 2.1 Profitability of loyalty
- 2.2 Loyal customers are cheaper to serve
- 2.3 Loyal customers pay more for the same products
- 2.4 Loyal customers support their company
- 3. Personal justification about CRM
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This report aims to explore various viewpoints on customer relationship marketing (CRM) in practice, encompassing both expert opinions and the author's personal perspective. The report draws upon selected articles and the author's personal experience and research.
- Importance of customer loyalty in building profitable and long-term customer relationships
- Role of loyalty-based management in enhancing customer retention, future profits, and competitiveness
- Factors contributing to successful implementation of CRM, including customer selection, product and service offerings, loyal employees, and measurement systems
- The potential benefits of CRM, such as increased customer payments, employee morale, and productivity
- The importance of understanding the links between customer retention and business performance
Zusammenfassung der Kapitel (Chapter Summaries)
The introduction provides an overview of the report's objectives and the sources of information utilized. Chapter 1 examines the positive expert opinions about CRM in practice, focusing on the importance of loyal customers and the criteria for successful loyalty-based management. The chapter outlines the key aspects of this approach, including customer selection, product and service offerings, loyal employees, and measurement systems. Chapter 2 explores negative expert opinions about CRM, discussing arguments against the profitability of loyalty and the potential drawbacks of having loyal customers.
Schlüsselwörter (Keywords)
The key terms and concepts explored in this report include customer relationship management (CRM), customer loyalty, loyalty-based management, customer retention, profitability, competitive advantage, employee morale, productivity, measurement systems, and customer segmentation.
- Citation du texte
- Tobias Riether (Auteur), 2004, Customer Relationship Marketing - viewpoints and aspects about crm, Munich, GRIN Verlag, https://www.grin.com/document/46237
