Best-Practices von Kommunikations- und Servicedienstleistungen: Customer Retention Programs

Florian Jansen

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Studienarbeit aus dem Jahr 2004 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Universität Witten/Herdeck...

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Studienarbeit aus dem Jahr 2004 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Universität Witten/Herdecke, Veranstaltung: Best Practices Dienstleistungen, Sprache: Deutsch, Abstract: Both the theory as well as the management practice have changed their perspectives of marketing. Saturated and transparent markets lead to inefficiencies of classical mass-marketing, which targets on every possible customer in order to increase market share and realize economies of scale: information overload makes customers immune against ads. To worsen it, a lot these targeted customers are just interested in the best bargain - while only few companies are in the position to serve its products or services for these low prices. This situation makes clear: what really counts, is each customers contribution of value. As this contribution increases with every year, making long-term relationships more valuable than short ones, customer retention was able to reach its current popularity.