CRM Note 2_Satisfaction

CRM Note 2_Satisfaction - CRM Course - Note Set #2...

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Foundations: Loyalty Metrics and Customer Satisfaction CRM Course - Note Set #2
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Example: ACSI http://www.theacsi.org/
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Agenda / Goals Basics: Customer Metrics Observable versus Unobservable Definitions Advanced: Satisfaction Analysis Logic of Satisfaction Analysis Different Approaches and Controversies Data Analysis
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Customer Metrics & Customer Satisfaction Customer are the lifeblood of any organization No customers = no revenues, no profits and no market value Economist Survey (n=681 senior executives) 65% reported that customers were their main focus 18% said shareholders However – financial metrics are MUCH more heavily relied upon that customer metrics
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Customer Metrics Observable Measures Decisions to buy RFM CLV Loyalty? Unobservable Constructs Customer perceptions Attitudes (satisfaction) Behavioral intentions Loyalty? What Firms Do What Consumers Think What Consumers Do What Firms Get
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Customer Metrics Customer Counts How many (unique) customers do we have? What is an active customer? Customer Classifications RFM – Customer Scoring Recency – time since last purchase Frequency – number of purchases over some past period Monetary Value – total amount of past purchasing
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Customer Metrics Acquisition Costs Retention Rates Customer lifetimes Monthly retention, resubscription rates, etc. Customer Lifetime Value
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This note was uploaded on 11/21/2011 for the course BUS 443 taught by Professor Michaellewis during the Spring '11 term at Emory.

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CRM Note 2_Satisfaction - CRM Course - Note Set #2...

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