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Please use this identifier to cite or link to this item:
http://hdl.handle.net/123456789/86
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| Title: | Creating customer lifetime value through effective CRM in financial services industry. |
| Authors: | Panda, Tapan Kumar |
| Keywords: | Marketing
Customer Relationship Management
Financial Services Industry
CRM Services Marketing |
| Issue Date: | 2002 |
| Publisher: | Journal of Services Research |
| Abstract: | Customer Relationship Management (CRM) has its origin in the basic paradigm of
marketing i.e. to satisfy customers with the best possible alternative in the market
through a relational exchange process. Customer relationship management goes
beyond the transactional exchange and enables the marketer to estimate the
customer’s sentiments and buying intentions so that the customer can be provided
with products and services before he starts demanding. This is possible through the
integration of four important components i.e. people, process, technology and
data. Customer data management gives us leads about the probability of customer
demand and the technology helps us in tracking the characteristics and categorization
of customers depending on his past behavior. The process reorients the traditional
business models to suit the integrative approach of customer relationship
management by emphasising customer life time value rather than product life time
value. The product life c... |
| Description: | Journal of Services Research, Volume 2, Number 2 (October ‘02-March, 2003) |
| URI: | http://hdl.handle.net/123456789/86 |
| Appears in Collections: | Journal Articles
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Files in This Item:
| File |
Description |
Size | Format |
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| prof-tapan.pdf | | 41Kb | Adobe PDF | View/Open |
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