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Analytical CRM

Developing and Maintaining Profitable Customer Relationships in Non-Contractual Settings

  • Book
  • © 2009

Overview

Authors:
  1. Markus Wübben
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Table of contents (7 chapters)

  1. Front Matter

    Pages I-XXXI
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  2. Introduction

    Pages 1-10

  3. Fundamentals of Customer Relationship Management

    Pages 11-48

  4. The Drivers of Cross-Buying Behavior in Non-Contractual Settings

    Pages 49-89

  5. Stochastic Models for Predicting Customer Activity and Future Best Customers in Non-Contractual Settings

    Pages 91-133

  6. Support Vector Machines for Predicting Customer Activity and Future Best Customers in Non-Contractual Settings

    Pages 135-170

  7. Reflections on Developing and Maintaining Customer Relationships in Non-Contractual Settings

    Pages 171-182

  8. Customer Relationship Management in the 21st Century

    Pages 183-191

  9. Back Matter

    Pages 193-262
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Keywords

About this book

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.

About the author

Dr. Markus Wübben ist wissenschaftlicher Mitarbeiter bei Prof. Dr. Florian von Wangenheim am Lehrstuhl für Dienstleistungs- und Technologiemarketing der Technischen Universität München.

Bibliographic Information

  • Book Title: Analytical CRM

  • Book Subtitle: Developing and Maintaining Profitable Customer Relationships in Non-Contractual Settings

  • Authors: Markus Wübben

  • Series Title: Applied Marketing Science / Angewandte Marketingforschung

  • DOI: https://doi.org/10.1007/978-3-8349-8121-9

  • Publisher: Gabler Verlag Wiesbaden

  • eBook Packages: Business and Economics, Business and Management (R0)

  • Copyright Information: Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2009

  • Softcover ISBN: 978-3-8349-1278-7Published: 09 October 2008

  • eBook ISBN: 978-3-8349-8121-9Published: 26 February 2009

  • Series ISSN: 2627-1982

  • Series E-ISSN: 2627-2008

  • Edition Number: 1

  • Number of Pages: XXXI, 263

  • Topics: Marketing

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