Quản Trị Quan hệ khách hàng

Nhóm 7
Name: Đoàn Minh Quang
Hồ Hoàng Trọng Thiên
Nguyễn Thị Ngọc Trân

Phạm Quốc Lý
 Low/High
Face to Face Meetings:
•Curently meets once every
High
4 months
•Optimal meeting frequency
is once every 1 months
Direct Mail/ Telesale:
•Current Interval is 21 days
Customer value
•Optimal Interval is 13 days
Face to Face Meetings:
•Curently meets once every
6 months
•Optimal meeting frequency
is once every 14 months
Direct Mail/ Telesale:
Low •Current Interval is 27 days
•Optimal Interval is 26 days
Low Duration of relationship
High/High
Face to Face Meetings:
•Curently meets once every
6 months
•Optimal meeting frequency
is once every 4 months
Direct Mail/ Telesale:
•Current Interval is 13 days
•Optimal Interval is 4 days
Face to Face Meetings:
•Curently meets once every
3 months
•Optimal meeting frequency
is once every 4 months
Direct Mail/ Telesale:
•Current Interval is 10 days
•Optimal Interval is 19 days
High
 Relationship
duration

Acquired Customer
customer profitability
Prospects
Non-acquired
customer

Acquisition Process Retention Process

•Firm actions
•Customer actions
•Competitor actions
•Customer characteristics
•Brand knowledge, which is made up of a customer’s
awareness of the brand ( brand awareness) and a customer’s
image of the brand (brand image)
•Brand attitude, which is made up of a customer’s trust in
the brand (brand trust) and a customer’s emotional response’s
image of the brand (brand effect)
•Brand behavior intention, which is made up of a customer
intention to purchase a brand (purchase intention)
•Brand behavior, which is made up of a customer’s repeat-
buying behavior (brand loyalty), relationship with other
customers of brand (brand advocacy), and willingness to pay
a price premium over other brands (brand price premium
behavior)