RFID技术在顾客忠诚度差异化计划中的应用

A. Bayraktar, Erdal Yılmaz, Oygur Yamak
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引用次数: 20

摘要

自1980年以来,以客户为导向一直被视为一个神奇的公式。为了更加以客户为导向,许多公司投入了大量资金来改变他们的IT系统,因此许多不同的行业(零售、银行、航空、保险、酒店等)开始使用不同的CRM程序。如今,几乎每家公司都提供不同的客户关系管理或忠诚度计划。2007年的问题是“忠诚度计划的差异化”。作为一名营销和客户经理,你必须比你的竞争对手更准确、更有知识、更快地为你最好的客户服务。为了做到这一点,你需要在不打扰客户的情况下从客户那里获得重要的信息。每次客户拜访你的公司,你必须了解他/她,了解他/她的需求和愿望,作为回报,你必须根据他/她的喜好优化你的报价。为了建立这种学习关系,公司必须使用最新的技术。我们研究的目的是展示CRM与RFID最新技术之间的这种合作。RFID已在许多不同的行业中使用,主要用于物流原因。但我们相信它也可以作为客户关系管理工具。我们已经实施了零售部门的模式,并解释了客户,供应商和商店管理的双赢战略。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Implementation of RFID Technology for the Differentiation of Loyalty Programs
Customer orientation has been seen as a magic formula since 1980. Many companies invested a lot of money to change their IT systems in order to be more customer oriented, thus many different industries (retail, banking, airlines, insurance, hotels etc.) began with different CRM programs. Today nearly every company offers a different CRM or loyalty program. In the year of 2007, the problem is "differentiation of loyalty programs". As a marketing and customer manager, you have to be more accurate, more knowledgeable and faster than your competitors in terms of serving your best customer. In order to achieve this, you will to obtain important information from your customer without bothering him/her. Each time the customer will visit your company, you have to learn about him/her , about his/her needs, wishes and in return you have to optimize your offer according to her/his preferences. For building this kind of a learning relationship, companies have to use the latest technology. The aim of our study is to show this cooperation between CRM and latest technology of RFID. RFID has been used in many different industries and mainly for logistics reasons. But we believe that it could serve as a CRM tool as well. We have implemented a model for retail sector and explained the win-win strategies for customers, suppliers and for the store management.
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