مقاله انگلیسی رایگان در مورد مدیریت ارتباط با مشتری

مقاله سال ۲۰۱۶

 مجله تحقیقات بازاریابی – Journal of Business Research

“Creating the right mix of investments for effective use of limited resources while providing the maximum business benefit is the ultimate challenge for business organizations” (Gabas-Varini, 2003).

To attain a sustainable competitive advantage, companies require insight about their customers. By understanding customer needs and value, enterprises can increase the value of each customer relationship. Understanding the value of each customer relationship enables companies to segment customers into “portfolios of relationships” that would increase a company’s return on relationships (Johnson & Selnes, 2004; Kumar, 2010).

By segmenting customers into portfolios, an organization can better understand the relative importance each customer represents relative to total sales and profits. Such an understanding will assist companies not only in retaining valuable customers but also in creating additional value with these customers through relationship development. Consequently, the organization can methodically allocate resources and apply marketing strategies toward the retention and development of its most valued customers, better known as customer portfolio management (CPM). CPM analysis reveals the small number of strategically important customers that contribute to the current and future value of the company and should receive the company’s resources (Terho, 2008).