SERVIÇOS FINANCEIROS. Este são os tópicos que interessam aos editores do número especial do Journal of Financial Services Marketing sobre marketing relacional:
- Measuring customer life time value (can future profitability be accurately estimated? how can measurement be improved?)
- Identifying potentially profitable customers (individuals & segments)
- Customer profitability metrics
- The role of technology in implementing effective CRM
- Treating customers differently: opportunities & challenges
- Understanding and managing customer life cycles
- CRM communication strategies (how, when, what)
- Human Resources & CRM (hiring the right employees, training, incentives, etc)
- Building a customer relationship orientation in the branch
- Measuring the effects of customized programs to attract, retain and profit from select customers
- Motivating employees to take relationship building actions
- Monitoring the effectiveness of CRM programs
- Tools & methodologies to measure costs and returns (at the customer and segment level)
- Moving from managing products (CDs, life insurance, etc) to managing customers
- Managing individual customers vs. managing segments
- Cross-channel integration to manage the complete customer experience
- Managing and leveraging customer relationships across channels
- Capturing relevant customer data: systems, people, actions
- Building meaningful relations to drive loyalty and enhance profitability
- Service recovery & CRM
- Case histories (success and failure)
- The challenges of operating both transactional and relationship marketing
