Download e-book for iPad: Advances in Customer Relationship Mgmt. by D. Catalan-Matamoros

By D. Catalan-Matamoros

ISBN-10: 9535105167

ISBN-13: 9789535105169

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Extra resources for Advances in Customer Relationship Mgmt.

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8. 29 Recognize essential value of customers to the enterprise; Identify role of Business Intelligence in long term customer relationships; Define Business Intelligence and explain its architecture; Understand importance of CRM philosophy in the global competitive environment; Describe multidimensional communication with customers; Explain significance of data integration in providing unique experience for customers; Understand social media advantages in advertising and loyalty programs; Identify perspectives of the customer relationship management's evolution.

3 Using text messaging as a mCRMmedium Companies have used text messaging to deliver mCRM activities, such as coupons, alerts, reminders, contests, or product information, to those who have joined a customer program. The use of text messaging as a mCRM medium is of interest to business because of its unique benefits. First, text messaging services allow personalized communication, given that each mobile device is likely owned by an individual rather than a family (Sinisalo et al. 2007; Schultz & Bailey, 2000).

Consumers indicated interest in receiving coupons from the restaurant, entertainment, and retail industries. Customers were interested in receiving Investigating Customers’ Perceptions Towards Text Messaging Services as a CRM Medium 43 contests information, alerts, and product information from the entertainment industry. Interest was indicated in alerts but only modest interest in product information from the restaurant, retail, banking, and grocery. The automotive industry was somewhat unique, with customers somewhat interested in product information but not in alerts or contests.

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Advances in Customer Relationship Mgmt. by D. Catalan-Matamoros


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