Relationship Marketing pp 255-268 | Cite as
Enterprise Customer Management: Integrating Corporate and Customer Information
Abstract
Relationship marketing is gaining more and more importance within many organizations as a means of increasing customer orientation and customer satisfaction. Customer relationships have to be managed continuously. It is therefore necessary for an organization to develop a common strategy for the management and use of all customer information. Information technology plays an important role in collecting, processing and using this customer information in order to attract, retain, and win back customers. But it is also important to define processes and rules that enable an organization to communicate with the customers in a coherent and coordinated way. The people using customer information also have to have the right skills and training to be able to exploit the information and build strong and lasting relationships with customers. A coordinated combination of these three components allows an organization to build an integrated customer management process.
Keywords
Business Process Customer Satisfaction Customer Service Customer Relationship Relationship MarketingPreview
Unable to display preview. Download preview PDF.
References
- Barrett, N. (1996): The State of the Cybernation, London: Kogan.Google Scholar
- Bayer, M.T. (1997): CTI Solutions and Systems: How to Put Computer Telephony Integration to Work, New York: McGraw-Hill.Google Scholar
- Dawson, K. (1998): Call Center Handbook: The Complete Guide to Starting, Running, and Improving your Call Center, New York: Telecom Books & Flatiron Publishing.Google Scholar
- Flanagan, T. & E. Safdie (1998): Implementing Enterprise Customer Management, Natik: Practical Guide Brochure.Google Scholar
- Hansen, W.-R. (1998): Vorgehensmodell zur Entwicklung einer Data-Warehouse Lösung [Process Model for Developing a Data Warehouse Solution], in: Das Data Warehouse-Konzept [The Data Warehouse Concept], 3rd ed., H. Muksch and W. Behme, eds., Wiesbaden: Gabler, 319–337.CrossRefGoogle Scholar
- Hennig-Thurau, T. & A. Klee (1997): The Impact of Customer Satisfaction and Relationship Quality on Customer Retention — A Critical Reassessment and Model Development, Psychology & Marketing, 14 (8), 737–765.CrossRefGoogle Scholar
- Kotier, P. (1997): Mapping the Future Marketplace, in: Rethinking the Future, R. Gibson, ed., London: Brealey, 196–211.Google Scholar
- Liljander, V. (2000): The Importance of Internal Relationship Marketing for External Relationship Success, in this book.Google Scholar
- Martin, W. (1998): Data Warehousing and Data Mining — Marktübersicht und Trends [Data Warehousing and Data Mining — Market Review and Trends], in: Das Data Warehouse-Konzept [The Data Warehouse Concept], 3rd ed., H. Muksch and W. Behme, eds., Wiesbaden: Gabler, 125–143.CrossRefGoogle Scholar
- Morgan, R.M., T.N. Crutchfield & R. Lacey (2000): Patronage and Loyalty Strategies: Understanding the Behavioral and Attitudinal Outcomes of Customer Retention Programs, in this book.Google Scholar
- Stauss, B. & W. Seidel (1996): Beschwerdemanagement: Fehler vermeiden — Leistung verbessern — Kunden binden [Complaint Management: Avoid Mistakes — Improve Performance — Retain Customers], Munich: Hanser.Google Scholar