Customer portfolio management (CPM) for improved customer relationship management (CRM): Are your customers platinum, gold, silver, or bronze?

Thakur Ramendra; Workman Letty

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Customer portfolio management (CPM) for improved customer relationship management (CRM): Are your customers platinum, gold, silver, or bronze?

机译：客户组合管理（CPM），以改善客户关系管理（CRM）：您的客户是白金，黄金，白银还是青铜？

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摘要

This article uses the customer portfolio management (CPM) approach to examine how a company can define the value of customers and segment these customers into portfolios. By segmenting customers into portfolios, an organization can better understand the relative importance of each customer to the company's total profit. Such an understanding will help companies retain valuable customers create additional value with these customers through relationship development.

机译：本文使用客户投资组合管理（CPM）方法来检查公司如何定义客户的价值并将这些客户划分为投资组合。通过将客户细分为投资组合，组织可以更好地了解每个客户对公司总利润的相对重要性。这种理解将帮助公司留住有价值的客户，通过关系发展为这些客户创造更多的价值。

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来源
《Journal of Business Research》 |2016年第10期|4095-4102|共8页
作者
Thakur Ramendra; Workman Letty;
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作者单位

Univ Louisiana Lafayette, Dept Mkt, BI Moody Coll Business Adm 3, Lafayette, LA 70504 USA;

Utah Valley Univ, Woodbury Sch Business, Orem, UT 84058 USA;

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原文格式 PDF
正文语种 eng
中图分类
关键词
Customer portfolio management; Portfolio parameters; Platinum customers; Gold customers; Silver customers; Bronze customers;

机译：客户组合管理;投资组合参数;白金客户;金客户;银客户;铜客户;

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Customer portfolio management (CPM) for improved customer relationship management (CRM): Are your customers platinum, gold, silver, or bronze?

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