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The Customer Relationship Management (CRM) Software Market in Italy. Key Trends and Dynamics.

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MA European Business – Dissertation in Information Systems 1 /09/2003 Daniela Sepulcri Supervisor: Dr. G. Harindranath 14 Table 1-2 The Evolution and Transformation of Customers Customers are stepping out their traditional roles to become cocreators as well as consumers of value. This table maps their evolution through three stages and along several key dimensions. Customers as a Passive Audience Customers as Active Players Persuading predetermined groups of buyers Transacting with Individual buyers Lifetime bands with individual customers Customers as cocreators of value Time frame 1970, early 1980s Late 1980s and early 1990s 1990s Beyond 2000 Nature of Business and role of customer Customers are seen as passive buyers with a predetermined role of consumption Customers are part of the enhanced network; they cocreate and extract business value. They are collaborators, codevelopers and competitors Management mind- set The customer is an average statistic; groups of buyers are predetermined by the company The customer is an individual statistic in a transaction The customer is a person; cultivate trust and relationships The customer is not only an individual but also part of an emergent social and cultural fabric Company’s interactions and development of products and services Traditional market research and inquiries; products and services are created without much feedback Shift from selling to helping customers via help desks, call centers, and customer service programs; identify problems from customers, then redisign products and services based on that feedback Providing for customers through observation of users; identify solutions from lead users, and reconfigure products and services based on deep understanding of customers Customers are codevelopers of personalized experiences. Companies and lead customers have joint roles in education, shaping expectations , and cocreating market acceptance for products and services Purpose and flow of communication Gain access to and target predetermined groups of buyers. One-way communication Database marketing; two-way communication Relationship marketing; two-way communication and access Active dialogue with customers to shape expectations and create buzz. Multilevel access and communication Source: Prahalad C.K., Ramaswamy V., (2000), Co-Opting Customer Competence, Harvard Business School Press

Anteprima della Tesi di Daniela Sepulcri

Anteprima della tesi: The Customer Relationship Management (CRM) Software Market in Italy. Key Trends and Dynamics., Pagina 11

Tesi di Master

Autore: Daniela Sepulcri Contatta »

Composta da 94 pagine.

 

Questa tesi ha raggiunto 2564 click dal 20/03/2004.

 

Consultata integralmente 5 volte.

Disponibile in PDF, la consultazione è esclusivamente in formato digitale.