Kundenpriorisierung zur Wahrung profitabler Geschäftsbeziehungen
- Customer prioritization is a common marketing activity in business practice. It aims at an increase in average customer profitability and return on sales by treating important customers more intensively. After a short introduction highlighting the importance of customer prioritzation, the present article provides an overview of key aspects of customer prioritization. First, companies need to select a prioritization criterion, determine the method to identify important customers, and decide on how to treat these customers in a particular way. Second, companies face challenges and need to address key requirements for implementing customer prioritization within a company. Finally, the article emphasizes positive and negative consequences of customer prioritization.
Author of HS Reutlingen | Kühnl, Christina |
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ISBN: | 978-3-658-13649-9 |
Erschienen in: | Handbuch Kundenbindungsmanagement : Strategien und Instrumente für ein erfolgreiches CRM |
Publisher: | Springer |
Place of publication: | Wiesbaden |
Editor: | Manfred Bruhn |
Document Type: | Book chapter |
Language: | German |
Publication year: | 2017 |
Edition: | 9 |
Page Number: | 25 |
First Page: | 473 |
Last Page: | 497 |
PPN: | Im Katalog der Hochschule Reutlingen ansehen |
DDC classes: | 650 Management |
Open access?: | Nein |