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Profitabilitt durch das Management von Kundentreue
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Der Wert eines Kunden und die Mglichkeiten, diesen Wert durch gezielte Manahmen zu steigern, sind fr die Profitabilitt von Unternehmen von groer Bedeutung. Matthias Dittmar entwickelt anhand eines praktischen Beispiels aus der Automobilindustrie eine Systematik, mit der der Kundenwert quantifiziert und der Wirkungsgrad von Investitionen in zufriedenheits- bzw. loyalittssteigernde Manahmen abgeschtzt werden kann. Die Anwendung dieser Systematik ermglicht die Ermittlung von ROI-Kennzahlen fr einzelne Investitionen in ein Kundenportfolio.
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