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首页> 外文期刊>Journal of marketing research >Beyond the Target Customer: Social Effects of Customer Relationship Management Campaigns
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Beyond the Target Customer: Social Effects of Customer Relationship Management Campaigns

机译：超越目标客户：客户关系管理活动的社会影响

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Customer relationship management (CRM) campaigns have traditionally focused onmaximizing the profitability of the targeted customers. The authors demonstrate that in business settings characterized by network externalities, a CRM campaign that is aimed at changing the behavior of specific customers propagates through the social network, thereby also affecting the behavior of nontargeted customers. Using a randomized field experiment involving nearly 6,000 customers of a mobile telecommunication provider, they find that the social connections of targeted customers increase their consumption and become less likely to churn, due to a campaign that was neither targeted at them nor offered them any direct incentives. The authors estimate a social multiplier of 1.28. That is, the effect of the campaign on first-degree connections of targeted customers is 28% of the effect of the campaign on the targeted customers. By further leveraging the randomized experimental design, the authors show that, consistent with a network externality account, the increase in activity among the nontargeted but connected customers is driven by the increase in communication between the targeted customers and their connections, making the local network of the nontargeted customers more valuable. These findings suggest that in targeting CRM marketing campaigns, firms should consider not only the profitability of the targeted customer but also the potential spillover of the campaign to nontargeted but connected customers.
机译：传统上，客户关系管理（CRM）活动着重于最大程度地提高目标客户的盈利能力。作者证明，在以网络外部性为特征的商业环境中，旨在改变特定客户行为的CRM活动通过社交网络传播，从而也影响了非目标客户的行为。通过对涉及移动电信提供商近6,000个客户的随机现场实验，他们发现目标客户的社交关系增加了他们的消费，并且减少了流失的可能性，这是因为既没有针对他们，也没有提供任何直接诱因的活动。作者估计的社会乘数为1.28。也就是说，活动对目标客户的一级联系的影响是活动对目标客户的影响的28％。通过进一步利用随机实验设计，作者表明，与网络外部性帐户相一致，非目标但已连接的客户之间的活动增加是由目标客户及其连接之间的通信量增加所驱动的，从而使本地网络成为可能。非目标客户更有价值。这些发现表明，在针对CRM市场营销活动进行定位时，公司不仅应考虑目标客户的获利能力，还应考虑该活动对非目标客户但具有关联性的客户的潜在溢出。

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