Kundeninformationen als Basis des CRM

Zusammenfassung

Unsere heutige Zeit ist durch das Aufkommen und den umfassenden Einsatz innovativer und immer leistungsfähigerer Informations- und Kommunikationstechnologien geprägt. Einhergehend mit dieser Entwicklung erwachsen den Unternehmen nahezu unbegrenzte Möglichkeiten, Daten über ihre Kunden zu generieren. Richtig eingesetzt können diese Kundeninformationen von den Unternehmen verwendet werden, um die Beziehungen zu ihren Kunden nachhaltig zu festigen und sie „wertvoller“ zu gestalten. Nachfolgendes kleines Beispiel mag dies verdeutlichen (Baran et al. 2008, S. 227): „Have you ever heard of a person sending flowers to their florist? I really love my florist, honest I do. She has saved me several times. Here is what I mean. I receive an email to my work email address 10 days in advance of dates for occasions that I have purchased flowers for my wife in the past. This includes wedding anniversary, birthday, Valentine's Day, Mother's Day and a few other one-time occurrences. I usually ignore the latter as they are not recurring, as when my wife received a community award. But when our anniversary is coming up, for example, I receive an email telling me the date and what I purchased the last several times. The email provides me with three suggestions for this anniversary. It also takes into account those special anniversary dates 5yr, 10yr, etc, each with its own theme. The email has a hyperlink to the order page which contains all of my information so all I need to do is enter my credit card number, change the day and time to delivery if not the same as the last, check one of the suggestions or select something different and I am done. I love my florist.“.