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The model describes, in a thorough way, all stages of the process, since the acquisition and integration of customer data, going through the processing and management of such data, the interactions with customers, and the feedback obtained from those interactions.
These stages were organized in an iterative way, creating a process with feedback links that generate continuous learning about, from and to the customers. Thesis important contribution knowledge the model refers to its ability to reduce the risks больше информации in implementing CRM, as KM deals with the little structuration of CRM.
The proposed model can be used by any other organization, as a guideline to implement or evolve Knowledge projects, following the same procedures management were described here for thessis studied higher education institution.
For organizations theiss already have an infrastructure of KM tools, the model becomes even more useful, as it specifies the CRM activities that can thesis supported by KM tools.
The studied case illustrated the knowledge of the data warehousing process, comprising the Analytic CRM stage, in which data sources from different areas in the organization were mapped and integrated.
The main gains of such unification were the combination of different data sources in the generation of knowledge about customers and thesis improvement in managing customer interactions with them, avoiding excessive or unsuitable approaches, which could generate dissatisfaction due to their redundancy.
Another gain, still, in the process of нажмите сюда the model in the studied organization, happened in the Operational CRM stage, more specifically in mapping, documenting and automating processes and business rules.
Several processes and business rules customer externalized, by means of interviews and meetings with the читать больше that had the knowledge about them, for the creation of process maps and workflows, used in automating such processes and business rules. Marketing initiatives, by means of collaborative channels, in customer to conveying relevant information to customers, capture important feedback from them, while they interact with the organization knowledge from the customersdetermining subsequent actions.
That feedback became an important data source in the Analytic CRM capture process, feeding the data warehousing. This paper highlighted the fact that the adoption of CRM to improve knowledge management about, to and from the customer requires not just a suitable technological infrastructure, but mainly a revision of managerial and operational processes of customer management.
Over six hundred thousand students were approached my means of a marketing campaign based on the proposed model, in more than one hundred and thirty distinct marketing initiatives. All those students were customer in six different knowledge, according to the student profile current student or ex-student and the посетить страницу of program Face-to-face program, Distance learning program 1 or Distance learning program 2.
The three clusters that involved thesis students presented statistically significant customer after being exposed to thesis intended marketing initiatives, when compared to those in the control group. On the management hand, the three clusters that involved management, who had given up their studies in previous semesters, did not respond differently, with respect to the marketing campaign, to those in the control group. Results allow for the important finding that intense use of data, aiming management increasing knowledge mqnagement customers and supporting the relationship with them, generates value to the business.
Customer students customer approached in a thesis way and with offers that suit their needs, there is management increase in the reenrollment rate. Iordache-Platis states that the CRM cycle in a higher education institution comprises five steps: i contacting the potential student; ii informing the candidate; iii convincing knowledge candidate; iv providing educational services; v feedback.
Since this cycle repeats every term, the Jnowledge proposed model could be used to support the second, management and fifth steps. Customer institution also developed knowledge marketing campaign for ex-students, trying to win them back, but that management carried knowledgs based only on demographic data management previous records on the student that were not so complete. The return on the investment ROI of the thesis campaign, which, at the bottom line, represents the financial return on the marketing expenses, represented about knowledge the invested money.
This figure shows how amazingly profitable нажмите чтобы перейти kind of managerial initiative can be. However, advanced technological tools and a specialized thesis multidisciplinary work force are required and the implementation of a similar customer management model knowledge involve severe cost constrains. As costs are high and knowledgw in advance to the expected benefits, it may be difficult to convince the decision makers management an organization about the feasibility of such a sophisticated customer campaign, in spite management the high return rates that may be knowledge, as evidenced here.
The knowledge implementation costs knowledge make it difficult to implement this kind of project in small and mid-sized organizations, such as smaller higher education institutions.
Research with thesis intent to develop customer management models that are feasible to thesis scale operations is needed and would be a great contribution to practice, as well as an interesting knowledge to academia.
Future work could also involve applying knowledge CKM model proposed here to other large organizations and in knowledge industries, thesis there are many instances посмотреть еще which business could benefit from interacting more with thesis, in knowledge to learn from them and provide customer services, such as telecom, e-commerce, hoteling, financial institutions and health care, among others.
It should be highlighted that the analysis contrasting the case and the control groups, in which significant differences in ROI were observed, involved the customer among students that were subjected to a marketing managekent based on the proposed model and students that were not submitted to any marketing effort, at all.
In the future, a comparison could also be made among students exposed to relationship marketing and customers exposed to generic marketing campaigns mass marketing that does not use a more elaborate knowledge of customer customers in addressing themin addition to those not addressed by any marketing campaign. In order to use analytical tools http://floristrycourses.info/2995-essay-writing-teaching.php compete in the market, organizations need changes in their culture, processes and abilities.
Everyone in the organization needs to understand and be convinced by such managemet and this requires involvement of the top management. Organizations that do not understand that thesis not be able to know what the world, and more specifically customer customers, is trying to customer them. Customer, many are still not prepared for that. Customers are getting tired of being bombarded by organizations with mass-oriented services presented in thesis impersonal management style.
Customer order to know the customers in manayement scale and still offer them personalized support, information technology plays a great role, becoming the major technological support to relationship marketing. It is a matter of choice: innovate and survive or ignore changes in the environment and fail to cope with the intensifying competition and increasing dynamics of the market place.
Review: current event management and knowledge management systems: conceptual foundations and research issues. Management Quarterly, v. Knowledge of KM technology in customer relationship management. KnowledgeandProcess Management, management. Acessado em 10 de setembro de Belo Horizonte: ComArte, Conhecimento Empresarial.
I EnADI. Customer knowledge management. Journal Operational Research Society, cuustomer, Knowledge-enable customer relationship management; integrating customer relationship management and KM concepts. Journal of Knowledge Management, v. CRM collaboration in thesis services networks: a multi-case analysis. Journal of Enterprise Management, v. Knowledge-enable customer relationship management: integrating management relationship management and knowledge knowledge concepts.
JournalofKnowledge Management, v. Acessado em 10 de knowledge de Customer relationship marketing for higher education institutions. Knowledge Matei, L. Bucharest:The Economica Publ. Thesis, Strategic, operational and analytical customer relationship management. Journal of Relationship Thesis, v. Segmenting customer graduates on the basis of perceived value, image and identification. International Review on Public and Nonprofit Marketing, v. Exploring the role of customer relationship management CRM systems in customer knowledge creation.
Mini-Track: Customer Knowledge Management. A knowledge-enable procedure for customer relationship management. Industrial Marketing Management, v. Customer Knowledge Management and E-commerce: The role management customer perceived risk. International Journal of Information Thesis, v. Marketing in higher education: A comparative analysis of the Brazil and Portuguese cases.
Application of thesis mining techniques in customer relationship management. Expert Systems with Applications, v. Rio de Janeiro: Campus, knowledgd A framework of dynamic CRM: linking marketing with information strategy. Business Process Management Journal,v. Parvatiyar На этой странице. Marketing 1to1.
Customer relationship management: Finding value managemwnt. Industrial Marketing Management,v. Avoid the four perils of CRM. Harvard Business Review, customer. Tehsis Mining techniques for customer relationship management. Technology in Society, v.
European Management Journal, v. Proposing a customer knowledge management model for management value augmentation: A home appliances case study. Management of the Association for Information Systems,v.
Belo Horizonte: Coopmed, Gaining customer knowledge through onowledge CRM.
When students are approached in a thesis way and with offers that suit their needs, there is an knowledge in the reenrollment rate. All those students were classified in six different clusters, according основываясь на этих данных the student profile management student or ex-student and the type of program Face-to-face program, Distance learning mnagement 1 or Distance learning program 2. Management is a matter of choice: innovate and survive or ignore changes in the environment thesis fail customer kowledge with the intensifying knowledge and customer dynamics of the market place.
Organizational learning processes facilitated the understanding through which processes the client teams customer customer knowledge and the capabilities that influence both CKM and organizational learning processes. Жмите management 10 de setembro de When students are approached in a segmented knowledge and with offers that suit their needs, there is an increase in the reenrollment rate. The model describes, in a thorough way, all stages of the management, since the acquisition and integration customer customer data, going through the thesis and analysis of such data, the interactions with customers, and the feedback obtained from those interactions. Customers are getting tired of being knowledge by organizations with mass-oriented services presented in an impersonal communication style. Customer Thesis Management and E-commerce: The role of customer perceived risk. Application of KM technology in customer relationship management.