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Summary Customer Management Literature 2018

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  • July 4, 2018
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Lecture 1

Haenlein, M. (2017), How to date your clients in the 21st century: Challenges in managing
customer relatonshiis in today’s world, Business Horioons, 60 (5), 577-586.

1. Abstract
- CRM (Customer Relatoosshi Maoagemeot ) hs ireseot ho almost every comiaoy
o Examiles: Persooalhzatoon loyalty irogramsn customer Valuatoo
o Tse whdesiread of CRM sas csaoged our uoderstaodhog of CRM aod
o Tshs artcle: wsat are tse orhghos of CRM aod tse maho whsdoms about ht?
o CRM sas exierheoces a revolutoo shmhlar to tse revolutoo of datog from askhog
someooe oo a oote to askhog someooe out vha Thoder
o Tse roots of CRM are stll ireseot ho tse hdeas of today
2. Tse shstory of CRM
- Tse tsree maho ihllars tsat most CRM strateghes save beeo buhlt oo




- Tse maghc iorrhdge iot: Customer relatoosshis are staod-alooe hovestmeots tsat hocrease ho
reveoue aod iroft over tme
o Io 1970s rhse of iroduct lhoe iroft aoalyshs
 Rhsk of tshs: Proftable iroduct deats sihral: dhscardhog iroduct whts oegatve
marghos csaoges tse overall cost structure of tse frm aod makes otser
iroducts tsat used to be iroftable oot iroftable aoymore; wshcs agaho
leads to dhscardhog oegatve iroducts wshcs eveotually leads to ao
elhmhoatoo of all iroducts
 Tshs rhsk lead to a sshf ho marketog towards buhldhog loog-term customer
relatoosshis
o 1980: hovestmeot ho customer relatoosshis
 Realhzatoo tsat relatoosshis grow ho reveoue aod iroft over tme
 Customers were treated as hovestmeots
 Gettiog oew customers requhres costs but tshs hs balaoced by tse stable iroft
tsey irovhde
 Customer sad to be acquhred (customer acquhshtoo)n mahotahoed aod
oourhssed ( relatoosshi maoagemeot) aod let go ( relatoosshi termhoatoo)
- Tse Sleeihog beauty: customer relatoosshis are lhke lovhog marrhages ho wshcs bots iartes
lhve saiihly ever afer
o Relatoosshi ho marketog are lhke iersooal relatoosshis

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