Analytical CRM: Developing and Maintaining Profitable Customer Relationships in Non-Contractual Settings by Markus WübbenAnalytical CRM: Developing and Maintaining Profitable Customer Relationships in Non-Contractual Settings by Markus Wübben

Analytical CRM: Developing and Maintaining Profitable Customer Relationships in Non-Contractual…

byMarkus WübbenForeword byProf. Dr. Florian von Wangenheim

Paperback | October 9, 2008

Pricing and Purchase Info

$127.04 online 
$141.95 list price save 10%
Earn 635 plum® points

Prices and offers may vary in store

Quantity:

In stock online

Ships free on orders over $25

Not available in stores

about

The ever-increasing amount of individual-level customer data generated by reward/l- alty programs opens new perspectives for customer relationship management (CRM). Without any question, the potential bene?ts of these data and analytical models for - plaining, extending, and predicting customer behavior is very high. However, recent analyses have shown that a high fraction of CRM projects result in negative return on investment. One of the main reasons for this dilemma is that these data require advanced analytical processing to fully leverage their potential ("analytical CRM"). Yet, research and practice is still in its early stages with respect to analytical CRM. In particular, the so-called "non-contractual settings" remain widely unexplored. Lit- ature refers to a "non-contractual setting" when customer relationships are not governed by a contract that predetermines the monetary value and/or length of the relationship. Examples include hotels, airlines, and most retailers. The most obvious consequence for CRM is that the end of a customer relationship is not directly observable, i.e., a c- tomer can switch providers without notifying the focal provider. Consequently, analysis of customer retention, and future buying behavior is even more problematic than in contractual settings.
Dr. Markus Wübben ist wissenschaftlicher Mitarbeiter bei Prof. Dr. Florian von Wangenheim am Lehrstuhl für Dienstleistungs- und Technologiemarketing der Technischen Universität München.
Loading
Title:Analytical CRM: Developing and Maintaining Profitable Customer Relationships in Non-Contractual…Format:PaperbackDimensions:293 pagesPublished:October 9, 2008Publisher:Gabler VerlagLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:3834912786

ISBN - 13:9783834912787

Reviews

Table of Contents

Fundamentals of Customer Relationship Management; The Drivers of Cross-Buying Behavior in Non-Contractual Settings; Stochastic Models and Support Vector Machines for Predicting Customer Activity and Future Best Customer in Non-Contractual Settings; Reflections on Developing and Maintaining Customer Relationships in Non-Contractual Settings; CRM in the 21st Century