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Návrh systému měření pro výběr oprimální koncepce obsluhy individuálních zákazníků
Authors: Pecinová Zuzana | Branská Lenka
Year: 2007
Type of publication: článek v odborném periodiku
Name of source: Vedecké listy
Publisher name: Slovenská technická univezita v Bratislave
Place: Bratislava
Page from-to: 68-77
Titles:
Language Name Abstract Keywords
cze Návrh systému měření pro výběr oprimální koncepce obsluhy individuálních zákazníků Implementation of CRM strategy means to serve various customers in various ways not only in relation to their requirements and needs but to their value to the firm, too. Nowadays the firms seek on one hand for the ways of value to customer increasing. On the other side in today?s high competitive environment the firms have to consider economic aspects of the behavior to reflect in customization both the sides of customer value. An appropriate tool, which should be able to make easy the process of setting and implementation of the differentiated customers? care, is the properly conceived measurement system, i.e. the system of metrics. The paper deals with determination of principles that the system should respect and furthermore the relevant system that could be used as the supportive tool for creation and implementation of individual customers? care is designed.
eng Concept of Measurement System for Selection of Individual Customers Optimal Care Implementation of CRM strategy means to serve various customers in various ways not only in relation to their requirements and needs but to their value to the firm, too. Nowadays the firms seek on one hand for the ways of value to customer increasing. On the other side in today´s high competitive environment the firms have to consider economic aspects of the behavior to reflect in customization both the sides of customer value. An appropriate tool, which should be able to make easy the process of setting and implementation of the differentiated customers´care, is the properly conceived measurement system, i.e. the system of metrics. The paper deals with determination of principles that the system should respect and furthermore the relevant system that could be used as the supportive tool for creation and implementation of individual customers´ care is designed. customer relationship management; customer value; measurement; performance metrics; process performance metrics; customer satisfaction metrics; market performance metrics; financial performance metrics

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