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Lecture 1Haenlein, 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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