Abstract
Many companies have invested in systems such as Enterprise Resource Planning (ERP) and Customer Relationship Management (CRM) with the aim of managing their customers better. But to do this well, a company must first understand customer profitability. This study proposes a customer portfolio method of achieving this. Using a database of 130,000 customers from an Internet Service Provider, this method demonstrates significant gains and returns on investments, by going beyond customer loyalty and instead advocates a proactive way of managing different customer groups based on their profitability.
| Original language | English |
|---|---|
| Title of host publication | ANZMAC 2004 |
| Subtitle of host publication | proceedings : marketing accountabilities and responsibilities |
| Place of Publication | Wellington, New Zealand |
| Publisher | ANZMAC |
| Pages | 1-7 |
| Number of pages | 7 |
| ISBN (Print) | 0475222151 |
| Publication status | Published - 2004 |
| Event | Australian and New Zealand Marketing Academy Conference (2004) - Wellington, New Zealand Duration: 29 Nov 2004 → 1 Dec 2004 |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference (2004) |
|---|---|
| City | Wellington, New Zealand |
| Period | 29/11/04 → 1/12/04 |
Keywords
- customer profitability
- customer portfolio analysis
- relationship marketing
- B2C