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Quick Response jako nástroj zvyšování hodnoty zákazníka

Autoři: Branská Lenka | Pecinová Zuzana

Rok: 2007

Druh publikace: článek ve sborníku

Název zdroje: Moderné prístupy k manažmentu podniku

Název nakladatele: Slovenská technická univezita v Bratislave

Místo vydání: Bratislava

Strana od-do: 110-115

Tituly:

Jazyk	Název	Abstrakt	Klíčová slova
cze	Quick Response jako nástroj zvyšování hodnoty zákazníka	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. Presently the firms seek on the 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. The way to achieve the goal is to implement Quick Response (QR) approach. The article deals with QR principles, conditions of the implementation with respect to differentiated CRM and the impacts on the company performance. The character of chosen QR strategy must be different for different customers depending on their value and so the most important changes QR strategy implementation brings in key accounts relationships. In design of performance metrics (suitable to monitoring changes in company performance due to QR implementation) it is necessary to respect their interrelationships and hierarchy.
eng	Quick Response as a Tool for Raising Customer Value	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. Presently the firms seek on the 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. The way to achieve the goal is to implement Quick Response (QR) approach. The article deals with QR principles, conditions of the implementation with respect to differentiated CRM and the impacts on the company performance. The character of chosen QR strategy must be different for different customers depending on their value and so the most important changes QR strategy implementation brings in key accounts relationships. In design of performance metrics (suitable to monitoring changes in company performance due to QR implementation) it is necessary to respect their interrelationships and hierarchy.	Quick Response; Customer Relationship Management; Customer Value; Performance measurement

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