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Making customer relationhip management work: the measurement and profitable management of customer relationships

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This research shows that in successful CRM, the relationship between customer management and the lifetime value of customers is dynamic. As more was known about the lifetime value of customers, the firms in this study adjusted their customer strategies and achieved better business performance. The author conducted the research in the financial services industry. She describes two case studies. The first is a business-to-business firm; the author examines the management of the key accounts in a European insurer. The second is a business-to-consumer firm; the author examines the management of a customer portfolio in a UK bank. The author develops detailed customer- or segment-specific revenue and cost data. The impact on customer management for individual key accounts or on segment strategies was considerable. The article shows that larger customers created more value for both firms. Costs rose with customer size, but not as quickly as did revenues..Printed Journal

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Ketersediaan

Call Number	Location	Available
	PSB lt.dasar - Pascasarjana	1

Penerbit	American Marketing Association.,
Edisi	-
Subjek	Insurance companies Valuation Customer relationship management Market strategy studies Business to business commerce Market segments
ISBN/ISSN	222429
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data