Naslov
Customer Intelligence as the Powerful Means for Turning Information into Profit

Autori
Renko, Sanda

Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni

Knjiga
Advanced Technologies Management for Retailing: Frameworks and Cases

Urednik/ci
Pantano, Eleonora ; Timmermans, Harry

Izdavač
Business Science Reference (BSR)

Grad
Hershey (PA)

Godina
2011

Raspon stranica
179-196

ISBN
978-1-60960-738-8

Ključne riječi
customers, information, customer intelligence

Sažetak
Increasing competition and decreasing customer loyalty forced retailers to obtain accurate information about customers’ existing and future needs, their profitability, behaviour and trends in purchasing. Due to the rapid advancement in technology, retailers have easy access to vast amounts of information about their customers. They can collect and manage customer data and understand their behaviour patterns. The main purpose of the Customer Intelligence is to provide insight into customer’s needs, attitudes and behaviors towards particular retailer, and all elements of its business as well. In such a way, the retailer is able to build deeper and more effective customer relationships and to improve company’s strategic decision. This chapter focuses on different aspects of Customer Intelligence and the growing interest and importance for its implementation in the praxis. Moreover, the chapter is trying to clarify some misunderstandings of the concept. The study conducted among retail companies dealing with ICT equipment and services on the Croatian market pointed out that Customer Intelligence provided retailers with the successful decrease of the rate of customer defection and the increase in revenues generated by customer.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA