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Kundenabwanderung Und Kundenrückgewinnung

Kundenabwanderung Und Kundenrückgewinnung


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About the Book

Diplomarbeit aus dem Jahr 2008 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,7, Hochschule Niederrhein in Mönchengladbach, Sprache: Deutsch, Abstract: Strukturiertes Kundenrückgewinnungsmanagement spielt bisher in vielen Unternehmen eine untergeordnete Rolle. Noch immer wird in den meisten Branchen der kostenintensiven Neukundengewinnung und der sich immer schwieriger gestaltenden Kundenbindung ein größerer Stellenwert beigemessen. Dabei betragen die Kosten für die Wiedergewinnung von Kunden nur einen Bruchteil der Kosten für die Neukundenakquisition. Ziel der Diplomarbeit ist es darzustellen, wie ein systematisches Kundenrückgewinnungsmanagement einem Unternehmen speziell in der Bankenbranche dazu verhelfen kann, seine Wettbewerbsposition zu verbessern und seinen profitablen Kundenstamm zu vergrößern, indem verlorene Kunden wieder zurückgewonnen werden. Dabei wird zunächst auf die Stellung der Kundenrückgewinnung im Kundenmanagement eingegangen. Anschließend werden die Ziele der Kundenrückgewinnung ausgeführt. Im nächsten Kapitel wird auf Indikatoren und Maßnahmen eingegangen, die dazu beitragen, eine mögliche Kundenabwanderung bereits im Vorfeld zu vermeiden. Vor dem eigentlichen Hauptteil der Arbeit werden Rahmenbedingungen für ein erfolgreiches Rückgewinnungsmanagement beschrieben. Der darauf folgende Hauptteil beschreibt den Prozess der Kundenrückgewinnung. Hierbei wird zunächst erläutert, wann ein Kunde überhaupt als verloren gilt. Ferner werden mögliche Verlustursachen aufgezählt, die zur Abwanderung des Kunden führen. Anschließend werden Segmentierungskriterien beschrieben, nach denen ein Unternehmen, und hier speziell ein Kreditinstitut, entscheidet, ob und wie viele finanzielle Mittel in die Rückkehr einzelner Kunden investiert werden sollen. Zu diesem Zweck werden die Bestimmung der Rückgewinnungswahrscheinlichkeit und einzelne Methoden zur Messung des Kundenwertes erläutert. Im Anschluss daran we


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Product Details
  • ISBN-13: 9783640540600
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 100
  • Series Title: German
  • Weight: 190 gr
  • ISBN-10: 3640540603
  • Publisher Date: 20 Feb 2010
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm


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