This paper focuses on methods for financial institutions to perform precise customer level analysis to anticipate customers' evolving financial needs and maximize the lifetime value of each customer relationship. The paper proposes software packages that analyze customer relationship management from a financial perspective.

This study investigates the customer-based brand equity of the major cellphone network service providers (Vodacom, MTN and Cell C) amongst principal estate agents registered with the Estate Agency Affairs Board in Gauteng. Secondary research covered the marketing environment of the major service providers. An extensive study of literature on branding, brand management and brand equity measurement was undertaken. An empirical study was conducted. Telephone interviews were used for initial contact and screening. An invitation to participate in the survey, with a link to a questionnaire, was e-mailed to qualified respondents. Cell C users were excluded from the quantitative analysis. There were several significant findings: Vodacom and MTN users are alike in terms of personal and estate agency-related demographics. With the exception of age and gender, the sample fits the stated descriptors of individuals in the LSM seven to LSM ten groups. Cronbach‘s alpha coefficient confirmed a high level of reliability (0.870) for the summated measurement scale developed as an indicator variable of customer-based brand equity and Vodacom and MTN‘s rating on the summated scale did not differ at a statistically significant level. The service provider used proved to be an important driver of loyalty, but overall satisfaction with the cellphone service does not differ statistically significantly between Vodacom and MTN users. Vodacom has established a much more favourable positioning on the brand association statements evaluated. Factor analysis identified five brand association dimensions that should be considered for measurement of brand associations. Multiple regression analysis identified the brand as a product dimension as the best predictor of customer-based brand equity. Vodacom received more favourable brand performance ratings than MTN. Factor analysis identified six brand performance dimensions that should be considered for inclusion when measuring brand performance. Multiple regression analysis identified the easy to use and one-stop-service dimensions as the best predictors of customer-based brand equity. The customer-based brand equity of the user group is moderate (16 out of 25, or 64%). / Business Management / D. Com. (Business Management)

Bibliografia: p. 48-51 / TCC (especialização em Web Intelligence & Data Analytics) - Centro de Referência em Inteligência Empresarial (Universidade Federal do Rio de Janeiro), Rio de Janeiro, 2015. / O Banco Nacional de Desenvolvimento Econômico e Social (BNDES) é hoje o principal instrumento de financiamento de longo prazo para realização de investimentos em todos os segmentos econômicos no Brasil. Buscando atender a uma parcela crescente do empresariado nacional, nos últimos anos o BNDES tem aumentado a quantidade de operações com micro, pequenas e médias empresas, através dos agentes financeiros parceiros, que analisam e encaminham a solicitação de projeto ao banco. Essa estrutura não permite que o BNDES tenha um contato maior com o cliente final, o que levou o banco a estabelecer vários canais de comunicação de forma a atender as demandas desse público, como Serviço de Informação ao Cidadão (SIC), Central de atendimento, Ouvidoria, portal institucional e etc. A grande quantidade de informações gerada através desses canais está dispersa na organização, o que implica na falta de um repositório central que disponibilize essas informações, fazendo com que o banco não conheça de forma estruturada o seu próprio capital de relacionamento. Neste trabalho, buscou-se relacionar o big data, o capital de relacionamento e a gestão desse capital através da ferramenta tecnológica denominada CRM. O objetivo principal do projeto é integrar as bases com os dados de relacionamento do Banco, através da aplicação do modelo de ecossistema big data, para obter uma visão global de todas as ações de relacionamento realizadas com os clientes e clientes potenciais, com o fim de orientar as ações futuras da instituição. Com a implementação do projeto pretende-se conhecer as interações do cliente com o BNDES, independentemente do canal de comunicação utilizado; oferecer produtos e serviços que se adequem às necessidades do cliente; acompanhar mudanças no perfil e identificar oportunidades de atuação junto aos clientes. Pretende-se também, a partir da base de dados, gerar produtos, tanto internos como externos, e ações inovadoras junto ao cliente. O projeto será implantado por fases, visto que todos os canais de comunicação com o cliente serão integrados ao sistema. Apresentam-se também indicadores para o projeto, uma proposta de governança e uma breve explicação do que será realizado em cada fase do processo de implementação do ecossistema de big data no BNDES. / The National Bank of Development (BNDES) is currently the main long-term financing instrument for investments in all economic sectors in Brazil. Seeking to meet a growing share of the national business, in recent years BNDES has increased the amount of lending to micro, small and medium enterprises through partner financial agents, which analyze and send the financial resource request to the bank. This structure does not allow the BNDES has greater contact with the end customer, which led the bank to establish multiple communication channels to meet the demands of the public, as the Information Service to Citizens (SIC), Call Center, Ombudsman, institutional portal and etc. The large amount of information generated through these channels is dispersed in the organization, which implies the lack of a central repository where this information could be provided, causing the bank does not know their own relationship capital in a structured way. In this study, we relate the big date, the relationship capital and the management of the relationship capital through technological tool called CRM. The main objective of the project is to integrate the bases with relationship data from the Bank, through the application of big data ecosystem model to get an overview of all relationship activities carried out with customers and potential customers, in order to guide future actions of the institution. The implementation of the project aims to meet customer interactions with BNDES, regardless of the communication channel used; offer products and services to answer the customer's needs; monitor changes in the profile and identify performance opportunities with customers. It is also intended, from the database, generate products, both internal and external, and innovative actions with the client. The project will be implemented in stages, as all channels of communication with the client will be integrated into the system. Are also presented indicators for the project, a proposal for governance and a brief explanation of what will be done in each phase of the implementation process of the big data ecosystem in BNDES.

This study investigates the customer-based brand equity of the major cellphone network service providers (Vodacom, MTN and Cell C) amongst principal estate agents registered with the Estate Agency Affairs Board in Gauteng. Secondary research covered the marketing environment of the major service providers. An extensive study of literature on branding, brand management and brand equity measurement was undertaken. An empirical study was conducted. Telephone interviews were used for initial contact and screening. An invitation to participate in the survey, with a link to a questionnaire, was e-mailed to qualified respondents. Cell C users were excluded from the quantitative analysis. There were several significant findings: Vodacom and MTN users are alike in terms of personal and estate agency-related demographics. With the exception of age and gender, the sample fits the stated descriptors of individuals in the LSM seven to LSM ten groups. Cronbach‘s alpha coefficient confirmed a high level of reliability (0.870) for the summated measurement scale developed as an indicator variable of customer-based brand equity and Vodacom and MTN‘s rating on the summated scale did not differ at a statistically significant level. The service provider used proved to be an important driver of loyalty, but overall satisfaction with the cellphone service does not differ statistically significantly between Vodacom and MTN users. Vodacom has established a much more favourable positioning on the brand association statements evaluated. Factor analysis identified five brand association dimensions that should be considered for measurement of brand associations. Multiple regression analysis identified the brand as a product dimension as the best predictor of customer-based brand equity. Vodacom received more favourable brand performance ratings than MTN. Factor analysis identified six brand performance dimensions that should be considered for inclusion when measuring brand performance. Multiple regression analysis identified the easy to use and one-stop-service dimensions as the best predictors of customer-based brand equity. The customer-based brand equity of the user group is moderate (16 out of 25, or 64%). / Business Management / D. Com. (Business Management)

Master of Technology Marketing Management in the Faculty of Business at the Cape Peninsula University of Technology, 2013 / The advent of IT technology in particular, mobile technology has forced most of the private sector to re-evaluate how they interact and communicate with their intermediaries. Since the early 1990s most businesses have put the intermediary at the centre of their business by means of business strategies like Customer Relationship Management (CRM) solutions. However, the speed at which technology is evolving is forcing businesses to evaluate new and alternative means of managing intermediary relationships, as intermediaries now drive the economy, not businesses. The very essence of a good CRM programme is its reliance on an IT system which is advanced enough to analyse the captured intermediary data, transform that data into usable knowledge, which is then stored in a centralised, crossfunctional database or data warehouse. Most businesses agree that the goal of CRM solutions is to maximise business profits by maximising the value of interaction with intermediaries. Successful CRM businesses have strong, clearly defined business strategies that focus on the intermediary and generate a process-orientated view of the organisation. CRM functionality therefore creates a single view of the intermediary and the business as well as support to the Marketing, Sales, Order, Production and Service processes. This dissertation investigated the CRM functionality within the Fast Moving Consumer Goods (FMCG) wholesale and retail liquor sector of the City of Cape Town, paying particular attention to the three channels that the liquor industry operate in. These three channels are segmented as the formal Off-premise consumption, formal On-premise consumption and the Informal Main market. The formal Off-premise consumption channel consist of the mainstream convenience and self-service liquor retailers where stock is purchased and consumed at another location by the end user. The formal On-premise consumption channel consists of venues where patrons purchase and consume liquor on the spot. The informal Main market, which is dominated by shebeens and taverns, is a combination of the Off- and On-premise consumption channels where bottle purchases and consumption occur on site together. This dissertation investigates one primary and four secondary questions within these channels. The primary question will establish whether a mobile CRM programme can be used as a marketing instrument to create a competitive advantage within the B2B licensed liquor industry of South Africa. The secondary questions establish whether intermediaries are willing to adopt CRM technology, what barriers exist, what the benefits are for both intermediary and company and whether there will be a reduction in communication costs for both parties. The South African government regulates the South African liquor industry in that only licensed outlets may trade in liquor. Within the Western Cape region, there are approximately 4,000 licensed outlets of which approximately 2,000 licences (data obtained from a leading liquor wholesalers company database) fall within the boundaries of Cape Town. A leading liquor wholesaler has legal contracts with each one of these accounts, providing a defined database from which primary research was conducted. Primary researches, in the form of quantitative interviews with a random sample of 150 intermediaries, across the three identified channels were conducted for this study. Questionnaires were used to establish how a competitive B2B mobile CRM programme can be implemented, while possible barriers and facilitators to mobile CRM were also considered. The findings produced two results: one result was expected but the second result was not expected by the researcher. The first results were that 57.5% of respondents, across all business channels, indicated their willingness to receiving a mCRM programme on their mobile devices. The unexpected finding was that 57.3% of respondents across all business channels had no idea or did not know what a CRM programme was. From these findings several recommendations are discussed namely: the implementation of a six month tactical marketing campaign which would expose intermediaries to the concepts and ideas of a CRM programme; the establishment of a comprehensively updated intermediary database; welltrained field sales staff who would support the CRM programme once implemented; a simple, easy to use and navigate mCRM programme to begin with. This programme would have to have the ability and capability to progress in the future as intermediaries become more familiar with the system; and a complete company philosophy, with a clear, holistic and coherent business strategy, that would embrace the mCRM concept to drive future growth opportunities. Key Words: business-to-business; customer relationship management; electronic customer relationship management; Information Technology and mobile customer relationship management.

This mini-dissertation reviews present literature to define ICT and SMEs and determine the current situation in South Africa with regard to the use of ICT by SMEs, including possible benefits to SMEs as well as stumbling blocks to adopting ICT. The research consists of collecting data from ten SMEs in Gauteng in South Africa using questionnaires and interviews, to determine how SMEs can use ICT to become more competitive. The mini-dissertation will have a number of chapters: the first chapter will give an overview of the subject. The second chapter will explain the research motivation and methodology while the third chapter will be the literature review, which will explore the topic of ICT and SMEs in depth, with a focus on South Africa. Chapter four will deal with data collection and analysis; the main source of data will be interviews based on structured questions. The fifth chapter will be the discussion and recommendations based on the results of the analysis and the literature review. Chapter Six will be the conclusion. / Dissertation (MIT)--University of Pretoria, 2008. / Informatics / unrestricted

Abstracts in English, Southern Sotho and Zulu / The primary objective of the study was to explore customers’ perceptions of the service quality provided in the hotel industry, in Pretoria. Considering the growth of the hotel industry in Pretoria, this study revealed that customers expect to receive a high level of service quality, which will lead to customer satisfaction and produce a positive perception of hotel service. An exploratory research design was adopted in this study and qualitative data were collected through interviewing customers of a hotel. In terms of limitations, this study was conducted at one selected hotel in Pretoria. Atlas.ti software was used to analyse collected data. The analysis of the data identified a number of specific themes that were relevant to shaping the perceptions of the respondents, in terms of service quality and their satisfaction with the service quality received. The themes supported existing literature in terms of the factors influencing perceptions of service and the specific influences within those themes were elaborated on, leading to recommendations for managing service quality perceptions in the hotel industry. / Maikemišetšomagolo a dinyakišišo e bile go utolla maikutlo a badiriši mabapi le boleng bja ditirelo tše di abiwago ka intastering ya dihotele ka Pretoria. Ka ge di hlokometše kgolo ya intasteri ya dihotele ka Pretoria, dinyakišišo tše di utollotše gore ba emetše go hwetša ditirelo tša boleng, tšeo di tlago feletša ka go kgotsofala ga badiriši le go tšweletša maikutlo a makaone a tirelo ya dihotele. Tlhamo ya dinyakišišo tša go utolla e dirišitšwe ka mo dinyakišišong tše gomme tshedimošo ya boleng e kgobokeditšwe ka go botšiša badiriši ba dihotele dipotšišo. Mabapi le mellwane, dinyakišišo tše di dirilwe ka hoteleng e tee yeo e kgethilwego ka Pretoria. Softewere ya Atlas.ti e šomišitšwe go sekaseka tshedimošo ye e kgobokeditšwego. Tshekatsheko ya tshedimošo e utollotše merero ye mmalwa ye itšego yeo e bego e le maleba mabapi le go beakanya maikutlo a baarabi, mabapi le boleng bja ditirelo le go kgotsofala ga bona mabapi le boleng bja ditirelo tšeo di hweditšwego. Merero e thekgile dingwalwa tše di lego gona mabapi le mabaka ao a huetšago maikutlo ka ga ditirelo gomme dikhuetšo tše itšego ka gare ga merero yeo di hlathollotšwe, gomme se sa feletša ka ditšhišinyo tša go laola maikutlo ka ga boleng bja ditirelo ka intastering ya dihotele. / Inhloso enkulu yalolu cwaningo kwakuwukuhlola imibono yamakhasimende ngekhwalithi yesevisi enikezwa embonini yamahhotela, ePitoli. Uma kubhekwa ukukhula komkhakha wamahhotela ePitoli, lolu cwaningo luveze ukuthi amakhasimende alindele ukuthola izinga eliphakeme lezinsizakalo, okuzoholela ekwanelisekeni kwamakhasimende futhi kuveze umbono omuhle wensizakalo yamahhotela. Lolu cwaningo oluchazayo lwamukelwe kanti lakhelwe phezulu kwemininingwane ebhekelele ubunjalo besimo yaqoqwa ngokuxoxisana namakhasimende asehhotela. Ngokwemikhawulo, lolu cwaningo lwenziwe ehhotela elilodwa elikhethiwe ePitoli. Kusetshenziswe isofthiweye noma uhlelo lokusebenza elibizwa nge-Atlas.ti ukuhlaziya imininingwane eqoqiwe. Ukuhlaziywa kwedatha kukhombe izingqikithi ezithile ebezifanele ukwakhela imibono yabaphenduli, ngokuya ngekhwalithi yesevisi nokweneliseka kwazo ngekhwalithi yesevisi etholakele. Izindikimba zisekele imibhalo ekhona ngokwezinto ezinomthelela emibonweni yesevisi kanye nemithelela ethize kulezo zingqikithi yachazwa kabanzi, okuholela ezincomweni zokuphatha imibono yekhwalithi yesevisi embonini yamahhotela. / Business Management / M. Com. (Business Management)