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Methoden zur Bewertung von Kundenbeziehungen im CRM by Müller, Jakob

Methoden zur Bewertung von Kundenbeziehungen im CRM

by Jakob Müller
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Book cover type: Paperback
  • ISBN13: 9783656337829
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 50
  • Original Price: USD 41.9
  • Language: German
  • Edition: N/A
  • Item Weight: 78 grams
  • BISAC Subject(s): Marketing / General

Bachelorarbeit aus dem Jahr 2011 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1, FH Krems (Unternehmensführung), Sprache: Deutsch, Abstract: Unternehmen setzen heute vermehrt die Beziehung zu Kunden anstatt einzelner Geschäftsabschlüsse in den Mittelpunkt ihres Handelns. Durch langfristig profitable Kundenbeziehungen sollen unternehmerischen Ziele erreicht werden. Da nicht jede Kundenbeziehung einen positiven Beitrag zum Erfolg von Unternehmen leistet, untersucht diese Arbeit Methoden zur Ermittlung des monetären Kundenwertes. Zu diesem Zweck wird anhand von Fachliteratur im ersten Hauptkapitel CRM auf seine Funktion und Anwendung hin untersucht, um anschlie end die Methoden zur Bewertung von Kundenbeziehungen genauer zu analysieren. Die Ermittlung des monetären Kundenwertes ist durch statische sowie dynami-sche Verfahren möglich. Dabei geben erfolgsorientierte, statische Verfahren auf Grundlage vergangener Cash Flows Aufschluss über den Wert der Geschäftsbe-ziehung. Einfache ABC-Analysen auf Umsatzbasis bieten diese Perspektive nicht. Die dynamische Ermittlung durch den Customer Lifetime Value zeigt den Kundenwert anhand zukünftig antizipierter Ein- und Auszahlungen. Der durch dieses Verfahren ermittelte Kundenwert ist als Grundlage für zukunftsorientierte Unternehmensentscheidungen über das Fokussieren oder Ablassen von Geschäftsbeziehungen besonders geeignet.

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