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- Title
VERS UNE NOUVELLE GÉNÉRATION DE CRM.
- Authors
N'Goala, Gilles
- Abstract
This paper considers the critical incident management as a tool to fight against customer share decline over time. First, a methodology is suggested and applied to the retail banking industry. It consists in identifying the critical incidents ; classifying them ; estimating their effects on customer share development; and comparing different customer segments. Different ways of improving the CRM effectiveness are considered : measure the customer share evolution over time ; better take into account the competitors (offers, prices, etc.) in the day-to-day customer relationship management ; manage the critical incident without confining ourselves to service quality management ; end prevent the critical incidents instead of managing complaints.
- Subjects
CUSTOMER relationship management; CRITICAL incident technique; CUSTOMER services; RETAIL banking; RELATIONSHIP marketing
- Publication
Décisions Marketing, 2007, Issue 45, p35
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/dm.045.35.46