Komponenten und Potenziale eines analytischen Customer Relationship Management

Business Relationship Management and Marketing

“…Publications on customer relationship management commonly subdivide the topic to operative, analytical, strategic and communicative CRM (as examples for others: (Hilbert 2009;Hippner and Wilde 2008;Hippner 2010;Leußer et al 2011;Rentzmann et al 2011). Figure 9.1 provides a systematic overview and shows the relationships between the subtasks of CRM.…”

“…The means to an end here is primarily to secure adequate customer satisfaction of the current and future customers deemed attractive (Hippner 2006(Hippner , 2010Hippner and Wilde 2008), the secondary intention being targeted design of additional loyalty factors (e.g. The means to an end here is primarily to secure adequate customer satisfaction of the current and future customers deemed attractive (Hippner 2006(Hippner , 2010Hippner and Wilde 2008), the secondary intention being targeted design of additional loyalty factors (e.g.…”

“…When it comes to organizational aspects of integration, the following aspects are typically relevant particularly for operative CRM (similar to Hippner et al 2006;Hippner 2010;):…”

“…Generally no historical, internal data related to transactions can be available on the potential customer/interests (Haas 2011;Hippner 2010;Weiber 2002). Generally no historical, internal data related to transactions can be available on the potential customer/interests (Haas 2011;Hippner 2010;Weiber 2002).…”

“…The affinity groups described above can help to greatly improve the prospects of recovery management in business relationships (Hippner 2010;Hippner and Wilde 2008;Neckel and Knobloch 2005;Schöler 2011). In addition to better analysis methods to examine the selection of which relationships with current/previous customers would benefit from recovery measures in light of the potential customer value of this type of customer, the following aspects are also possible as part of proactive recovery management:…”