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| Tekijä: | Knox, S. |
| Otsikko: | Loyalty-based segmentation and the customer development process. |
| Lehti: | European Management Journal
1998 : VOL. 16:6, p. 729-737 |
| Asiasana: | SEGMENTATION LOYALTY CUSTOMER RELATIONS MANAGEMENT |
| Kieli: | eng |
| Tiivistelmä: | A process management fast becomes recognised as the means by which customer value can be created, it is now equally well understood that the mechanism of value delivery is among the core processes Without managing Customer Development as a core process, the implementation of strategic plans will lack clear focus. The author argues that the function of the Customer Development process is to build relationships with prefered customers. It is now accepted wisdom that these customer relationships deliver superior profits. How custo- mer development management select these customers, or groups of customers, and build specific relationships is directed by the Principles of Loyalty Management. These principles acknowledge that customer loyalty is relative which means that customer as well as product and service needs to be differentiated. Customer development connects customers. |
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