Increasing profitability through customer relationship management

Read our resource pack for managers focused on key aspects of customer relationship management and business profitability improvement:

A new model of consumer behavior

Сегодня потребители «выходят» из привычной «воронки» покупок. Фундаментально меняется подход к тому, как потребители выбирают и покупают товар. И маркетингу вашей компании следуют обратить на это внимание, и соответствующим образом изменить свои подходы. Настоящая статья подготовлена на основе исследований консалтинговой компании McKinsey, проведенных в 2008-2009 году в США и Германии на пяти различных рынках. Анализируя результаты исследования, McKinsey предлагает новую модель, описывающую процесс выбора и покупки. Новая модель цикла принятия решения о покупке, и идеи, которые лежат в ее основе, также применимы и для развивающихся рынков.


The foundation of CRM

The last few years, many companies from different industries talking about the need systems Customer Relationship Management (CRM), customer relationship management. Most experts agree on the positive impact of CRM on business performance, especially in time of crisis, when the problem of customer retention are of particular relevance. Following the general trend and in order to strengthen the "intimacy" of the relationship with its customers, many companies have initiated and implemented projects implementing CRM. But, as the results of research in practice, most of them have not received the expected benefits, and in some cases, the idea with CRM turn around the loss of customers and loss. This article offers a look at the challenge of implementing CRM as a strategic challenge and task of organizational change. Such a view will form a strong conceptual foundation for the implementation of CRM, defining a really critical goals, objectives and performance expectations.


11 global trends

The financial crisis and the depletion of natural resources, the instability of political systems and economies of many countries, including the United States and the European Union, open borders, integration and finally the change of generations form the basis for the emergence and development of new trends, "waves" in the consumer markets. The objective of any business to catch their "wave" and turn on its crest.