haku: @indexterm DECISION MAKING / yhteensä: 3774
viite: 932 / 3774
| Tekijä: | Verhoef, P. C. Donkers, Â. |
| Otsikko: | Predicting customer potential value an application in the insurance industry |
| Lehti: | Decision Support Systems
2001 : DEC, VOL. 32:2, p. 189-199 |
| Asiasana: | CUSTOMERS INSURANCE DECISION MAKING |
| Kieli: | eng |
| Tiivistelmä: | Since general recognition of the marketing principle that keeping customers is more profitable than attracting new customers, many companies have adopted relationship marketing. In relationship marketing, managers strive to develop and maintain successful customer relationships. For effective Customer Relationship Management (CRM) it is essential to have information on the potential value of customers. Based on the interplay between potential value and realized value managers can devise customer specific strategies. In this article the authors introduce a model for predicting the potential value of a current customer. Furthermore, the authors discuss and apply different modeling strategies for predicting this potential value. |
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