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MANAGING CUSTOMER RELATIONSHIPS by Mind Map: MANAGING CUSTOMER RELATIONSHIPS
0.0 stars - reviews range from 0 to 5

MANAGING CUSTOMER RELATIONSHIPS

keep in mind: relationships can't be managed by a CRM-software - the software is only a part of CRM but in real life it's unfortunately often the only part

create must, should and nice to have requirements

using customer assessments of relationships to explain behaviour

cumulative satisfaction>satisfaction from recent events

when customer assessment reflects cognition it is difficult to predict customer retention

Challenges

Creating value for customers

b2b relationship

Value of customers to the firm

Customer Valuation

Forecasting Sources of CLV

challenges

firm valuation

managing sources of value

develop a good marketing strategy to get to know your customer behaviour

6 marketing decision variables

customer acquisition

customer retention

IMPLEMENTATION OF CRM

involving employees and future users