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Understanding of how to manage relationships with customers has become an important topic for both academic and practitioners in recent years. The effectiveness of business can be greatly improved by identifying the drivers of the most profitable customers and using them to target the right customers. In this study we identify exchange characteristics such as amount of money spent per purchase, customer relationship duration with firm, ratio of cross-buying and demographic characteristics such as age and gender as important drivers of the most profitable customers. The results of the study have important implications for academicians in understanding what drives the most profitable customers in noncotractual settings as well as practitioners to help design more effective marketing strategies. Moreover, the results of knowledge discovery about customers by different data mining techniques also contribute to help researchers identifying feasibility of these methods. Powered by TCPDF (www.tcpdf.org)

The purpose of this thesis is to analyse the trends related to the Customer Relationship Management (CRM) with emphasis on the CRM software. Essential trends were identified through professional analytical reports and dedicated servers. CRM trends were analysed from the time and factual perspective. The core purpose of this thesis was to evaluate possible business value of identified trends for businesses from a selected market segment. To fulfil this goal, the banking segment was chosen to be further analysed. The author of this thesis studied the extent of implementation of chosen trends in a real CRM implementation project executed in a bank operating on the market of Czech Republic. In the process, the set of interviews with "CRM in banking sector" professionals were completed to figure out how they are possibly appreciated by the whole banking sector. Through the responses of the chosen professionals, some trends characteristics were mainly followed. These were trend maturity (captured by slightly modified Gartner Hype Cycle) and trend business value (captured by defined numeral evaluation). An average evaluation of business value of each trend, done from various time perspectives, was displayed by two different tables, each grouping trends on the factual basis. Finally, trends business values were represented graphically to accent their possible progress as seen from the banking sector point of view and to provide users with a simple tool to confront their view with the view of the professionals. The tool mentioned allows users to focus on the trends that are likely to be very beneficial (according to the general opinion of the chosen professionals) and at the same time allows users to stay clear of the trends that don't promise much value for the banking sector, not even in the future.

E-handel är i nuläget ett etablerat fenomen som växer för varje år. I samband med att e-handen breder ut sig och försäljningen mellan olika länder ökar bidrar det även till en ökad returgrad. Returgraden inom e-handel är den högsta i jämförelse med övriga försäljningskanaler och är ett hot för många företags överlevnad. För att vända returen till någonting positivt kan returprocessen användas för att stärka kundlojalitet och kundvärde genom segmenterade lösningar.  Syftet med rapporten är att identifiera de steg en konsument går igenom i en returprocess och om dessa aktiviteter kan skapa lojalitet och kundtillfredsställelse som stärker relation mellan konsument och företag. För studien utformades det en enkätundersökning för konsumenter som returnerat en produkt på Etonshirts.com. Från enkätundersökningen framgick det att stor andel av respondenterna var mycket nöjda med företagets returprocess men även att det fanns områden som kan utvecklas. För att bekräfta vilka steg en konsument går igenom under en returprocess gjordes en flerfallstudie av fem svenska e-handelsföretag. Studien bekräftar vilka steg som finns och att de kan skilja sig mellan företag. En observationsstudie utfördes i syfte med att identifiera företagets steg i en returprocess, detta för att bekräfta vilka steg ett företag har och hur det i sin tur påverkar kundens process.  För att en återförsäljare ska kunna generera kundnöjdhet måste återförsäljaren förstå sina konsumenters beteende och en returprocess bör anpassas beroende på segment och marknad. Kundnöjdheten kan nås genom effektivitet, bekvämlighet och noggrannhet som bidrar till lojala kunder. Beroende på hur företaget presenterar information på webbplatsen, om köpet, retursedel och returpolicy bidrar det till hur kunden upplever returprocessen och i vilken utsträckning en konsument returnerar. Den totala upplevelsen av köp och retur är viktig för att stärka relation mellan kund och företag. / E-commerce is an established phenomenon that grows for each year. As the e-commerce expands and sales between different countries increase, it also contributes to an increased return rate. The return of e-commerce is the highest in comparison with other sales channels and is a threat to many online companies. In order to turn the return into something positive, the return process can be used to strengthen customer loyalty and customer value through segmented solutions. The purpose of this report is to chart the activities a consumer goes through in a return process and investigate if these activities can create loyalty and customer satisfaction that strengthen consumer / business relationship. For the study, a survey was conducted for consumers who returned a product on Etonshirts.com. From the survey, it was found that a large proportion of respondents were very pleased with the company's return process, but also that there were areas that could be developed. To confirm what activities a consumer is going through during a return process, a multivariate study was conducted at five Swedish ecommerce companies. The study confirms which steps exist and that they can differ between companies. An observation study was conducted to map the company's steps in a return process, to confirm what activities a company has and how it affects the customers return process. In order for a company to generate customer satisfaction, they must understand the behaviour of their consumers and a return process should be customized depending on segment and market. Customer satisfaction can be achieved through efficiency, convenience and accuracy that contribute to loyal customers. Depending on how the company presents information on the website, the purchase, return and return policy, it helps to understand how the customer experiences the return process and to which extent a consumer returns. The overall experience of purchase and returns is important in strengthening relationships between customers and companies.

Esta dissertação de mestrado tem como objetivo, elaborar um modelo de segmentação baseando-se no comportamento comprovado de consumo de clientes, valendo-se das técnicas de Análise de Associação e Análise de Cesto de Compras, aplicadas aos dados das faturas de cartão de crédito dos clientes. A partir do modelo proposto, testou-se a previsibilidade das próximas transações dos clientes por meio de uma amostra de validação. A motivação desta pesquisa provém de três pilares: Contexto Científico, Tecnológico e Mercadológico. No Contexto Científico, apesar de já terem sido publicados artigos que associam a utilização do cartão de crédito a perfis de segmentação de clientes, não se encontram publicados estudos que relacionam dados da própria utilização do cartão como fonte de informação do cliente. A razão mais provável para isso é a dificuldade no levantamento dos dados fundamentais para este tipo de pesquisa. Com o apoio de uma grande instituição financeira, este trabalho está se tornando viável, sob o preceito da análise apenas sobre bases de clientes anônimos e que não transpareça informações estratégicas da instituição. No contexto tecnológico, com a tecnologia de informação em crescente desenvolvimento, as operações feitas com cartão de crédito tem o processamento on-line em tempo real, promovendo a troca de informação entre o estabelecimento comercial e a instituição emissora do cartão de crédito no momento em que a cobrança é lançada e aceita pelo consumidor final. Isso possibilita que ações promocionais sejam realizadas em toda a cadeia de valor de cartões de crédito, gerando mais valor para os clientes e empresas. No contexto mercadológico, o Brasil apresentou altas taxas de crescimento do mercado de cartões de crédito nas últimas décadas, substituindo os outros meios mais antigos de pagamento e de crediário. Especialmente no Brasil, observam-se compras pagas com o uso do cartão de crédito parceladas com e sem juros, o que contribui para a substituição de outras formas de crédito. Como benefício deste trabalho, concluiu-se que a partir do conhecimento do consumo do cliente, pode-se aplicar a análise de cesto de compras para prever as próximas transações dos clientes, a fim de segmentar os clientes para estimulá-los a aderir a uma determinada oferta. / The objective of this research is elaborating a Segmentation Model based on credit card client\'s behavior using Link Analysis and Market Basket Analysis techniques. The proposed model was used to testing the predictability of next client transactions through validation sample. Scientific, technological and marketing scenarios are the three motivational pillars of this research. On scientific context there were published studies that associate credit card use with segmentation profile of customer. However these studies do not establish relationship between data from own clients credit card utilization. One probably reason for this lack analysis into studies is the difficult collect of fundamental data. This research was feasible with the support of a great Brazilian financial group. On technological context is observed a wide information technology development. Credit cards transactions have on-line processing. This scenario allows exchange information between market and credit card institution at the moment of final client transaction approval. This technology permits that actions be realized along credit card value chain based on transactions that have been made. On marketing context, during the latest decades, Brazil has shown large growth rates on credit card beyond older ways of payment. In Brazil, is observed a wide utilization of credit cards in installment purchases contributing for the replacement of other ways of credits. This research conclude that from the knowledge of client consume profile, using the Market Basket Analysis technique, it is possible to get a forecast of purchase transactions with the objective to stimulate the consumer in accept particular offer.

Esse trabalho propõe uma solução de um Data Warehouse distribuído para implementação de um sistema de CRM, Customer Relationship Management, com o objetivo de uso no ambiente bancário possibilitando que ações de relacionamento com clientes sejam planejadas e implementadas. É proposta uma arquitetura para implementação de um Data Warehouse em ambiente distribuído, utilizando programação paralela. Com o aumento no volume de dados armazenados nos Data Warehouse, as arquiteturas tradicionais exigem processadores e sistemas de entrada e saída cada vez mais robustos em termos de desempenho. Isso fica mais bem caracterizado quando são executadas procuras complexas (Ad hoc). A utilização de ambientes distribuídos em conjunto com programação paralela é uma alternativa para redução de custo e aumento de desempenho. É apresentada, aqui, uma proposta de arquitetura de Data Warehouse distribuído, integrado ao uso de programação paralela. / This lecture proposes a solution for Data Warehouse in an distributed environment for implementation of a CRM, Customer Relationship Management in a banking system. It\'s possible to create, plan and implement relationship actions with clients. Architecture is proposed for implementation of a Data Warehouse in a distributed environment, using parallel programming. With the increase of volume of data stored in Data Warehouse, the traditional architectures needs high performance in terms of processors and input and output systems. This kind of problem is well characterized when high complex queries (Ad hoc) is performed. Using distributed environment, together with parallel programming is a good choice to increase the performance and reduce cost. It\'s presented, here, a proposal for architecture of distributed Data Warehouse, integrated with the use of parallel programming.

Cette recherche interroge l’évolution du rapport entretenu par EDF, ancienne entreprise publique, avec sa clientèle. A travers une approche communicationnelle, on questionne en particulier le sens des pratiques et des discours marketing qui ont accompagné l’émergence récente de la notion, des dispositifs et des pratiques de Gestion de la Relation Client. Après avoir montré la nécessité d’une approche contextualisée pour saisir l’objet de recherche dans sa complexité, le rapport entre EDF et son public est analysé à l’aune des évolutions socio-politiques et économiques qui ont présidé à son développement. Dans un deuxième temps, cette recherche analyse la manière dont l’entreprise a mis en pratique et mis en scène sa relation au client depuis sa fondation en 1949. L’accent est mis notamment sur le glissement des messages de l’entreprise vers une dimension symbolique plus affirmée. Enfin, ces pratiques et leur présentation par EDF sont questionnées, à la fois à travers la perception qu’en ont les clients et par une mise en perspective opérée sur la base d’une étude de cas. Des entretiens collectifs d’explicitation permettent ainsi de mettre en évidence le déficit de signification propre aux messages diffusés. Le cas de l’énergéticien allemand Yello Strom permet, quant à lui, de confirmer l’intérêt d’une approche communicationnelle de la relation au client, appréhendée dans ses dimensions à la fois sensible et symbolique. / This research investigates the evolution of the relationship developped by EDF, a former state company, with his clientele. Implementing a communicational approach, we are notably questioning the sense of marketing practices and speeches, which came with the recent emergence of the notion, systems and practises of the Customer Relationship Management. After showing the necessity of a contextualised approach in order to tackle the research object in its whole complexity, the relation between EDF and its public is analysed at the rise of the socio-political and economical evolutions which underpinned its development. In a second part, this research analyses the way the company put in practice and staged its customer relationship since its creation in 1949. In particular, a stress has been put on the move of the company messages towards a stronger symbolic dimension. Finally, these practises and their presentation by EDF are questioned through customer perception and put in perspective through a case study. Consequently, collective interviews allow to identify the lack in signification of broadcasted messages. The case of the German energy provider Yello Strom confirms the interest of a communicational approach of social interactions between companies and customers, apprehended in their symbolic and sensible dimensions.

Cílem práce je navrhnout systém hodnocení zákazníků a predikace jejich odchodu pro aplikaci CeMF společnosti Digital Resources. Navržený systém je základem pro vytvoření nadstavby typu Customer Intelligence pro řízení zákaznického portfolia. Cíle je dosaženo pomocí propojení Balanced Scorecard, Customer Relationship Managementu a principů Business Intelligence. Práce stanovuje 122 zákaznických ukazatelů ve 28 dimenzích a obsahuje i obecný návrh implementace pro Microsoft SQL Server 2005.

The master's thesis focuses on distribution in a selected company. The company has been going through many changes which affect the whole logistic chain. The company is pushed by the current market situation to change processes in the central warehouse and in the costumer distribution. The author analyses all these changes and compares them to the theory. The author also proposes some improvements for efficiency increase in single parts of the logistic chain. There is not only theory used for these proposals. The proposed solutions are based on his own work experience and inspiration from different companies.

Esse trabalho propõe uma solução de um Data Warehouse distribuído para implementação de um sistema de CRM, Customer Relationship Management, com o objetivo de uso no ambiente bancário possibilitando que ações de relacionamento com clientes sejam planejadas e implementadas. É proposta uma arquitetura para implementação de um Data Warehouse em ambiente distribuído, utilizando programação paralela. Com o aumento no volume de dados armazenados nos Data Warehouse, as arquiteturas tradicionais exigem processadores e sistemas de entrada e saída cada vez mais robustos em termos de desempenho. Isso fica mais bem caracterizado quando são executadas procuras complexas (Ad hoc). A utilização de ambientes distribuídos em conjunto com programação paralela é uma alternativa para redução de custo e aumento de desempenho. É apresentada, aqui, uma proposta de arquitetura de Data Warehouse distribuído, integrado ao uso de programação paralela. / This lecture proposes a solution for Data Warehouse in an distributed environment for implementation of a CRM, Customer Relationship Management in a banking system. It\'s possible to create, plan and implement relationship actions with clients. Architecture is proposed for implementation of a Data Warehouse in a distributed environment, using parallel programming. With the increase of volume of data stored in Data Warehouse, the traditional architectures needs high performance in terms of processors and input and output systems. This kind of problem is well characterized when high complex queries (Ad hoc) is performed. Using distributed environment, together with parallel programming is a good choice to increase the performance and reduce cost. It\'s presented, here, a proposal for architecture of distributed Data Warehouse, integrated with the use of parallel programming.