Koleksi World Bank
One customer, divisible
One customer, divisible goes beyond simply optimizing customer relationships and approaches to customer management and loyalty to emphasize a key leveraging factor largely missed by many organizations-that of using individual customer data on a purchasing situation and/or venue specific basis to provide the highest levels of perceived value for each customer. To apply customer data strategically in a relationship program, companies must understand the good and bad of how data are identified, gathered, stored, managed, shared, and applied. Specifically, what information should they obtain from about customers, and how should they manage and use it, on a customers specific and situation specific basis?
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