Analytical CRM

Developing and Maintaining Profitable Customer Relationships in Non-Contractual Settings

  • Authors
  • Markus Wübben

About this book


The ever-increasing amount of individual-level customer data generated by loyalty programs opens new perspectives for customer relationship management (CRM). Yet, recent analyses have shown that a huge fraction of CRM projects fail to deliver the good at the bottom line. One of the main reasons for this dilemma is that these data require advanced analytical processing to fully leverage their potential (“analytical CRM”). Research and practice are still in its early stages with respect to analytical CRM.

Markus Wübben focuses on analytical CRM for developing and maintaining buyer-seller relationships in non-contractual settings, i.e. settings, in which buyer-seller relationships are not governed by a contract that predetermines the monetary value and/or length of the relationship. This is a common scenario for many businesses such as retailers, hotels, and airlines. Using empirical analyses on the basis of sound theoretical foundations, the author shows how customer relationships can be broadened, meaning how customers’ cross-buying behavior can be stimulated and how customers’ relationship length and depth, i.e. customers’ activity and purchase-levels, can be predicted. Finally, he derives implications for research and practice.


Buyer-seller Costumer Relationship Management Customer Lifetime Value Customer Management Kundenmanagement Monetary value

Bibliographic information

  • DOI
  • Copyright Information Gabler Verlag | GWV Fachverlage GmbH, Wiesbaden 2009
  • Publisher Name Gabler
  • eBook Packages Business and Economics
  • Print ISBN 978-3-8349-1278-7
  • Online ISBN 978-3-8349-8121-9
  • Buy this book on publisher's site
Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods
Oil, Gas & Geosciences