20.500.12556/DKUM-19280 UGOTAVLJANJE DOBIČKONOSNOSTI IN ŽIVLJENJSKE VREDNOSTI STRANK ASSESSMENT OF CUSTOMER'S PROFITABILITY AND LIFETIME VALUE Management odnosov s strankami (CRM) je filozofija, ki povezuje vse funkcije v organizaciji, njen glavni namen pa je grajenje dolgoročnih dobičkonosnih odnosov s strankami. Skozi zgodovino se je razvilo več konceptov marketinga, vendar je v najtesnejši povezavi z CRM marketinška orientiranost, ki temelji na poznavanju in prilagajanju potrebam strank. Pri dobičkonosnih odnosih je temeljni proces menjava na trgu, kjer prihaja do menjave vrednosti med stranko in ponudnikom. Temeljni koncepti na poti do dobičkonosnih strank so vrednost za stranko, zadovoljstvo, zadržanje in lojalnost. Dobičkonosna je tista, ki v določenem času organizaciji prinese več prihodkov kot stroškov. Ugotavljanje dobičkonosnosti po metodi ABC temelji na razporejanju stroškov glede na aktivnosti. Pridobljeni podatki so osnova za strateško odločanje o načinu sodelovanja s strankami. Življenjska vrednost stranke pove, kolikšen bo dobiček s strani stranke v celotni dobi sodelovanja. Pomembnejši faktorji pri izračunu so diskontna stopnja, stopnja zadržanja strank in življenjska doba stranke. Pridobljeni podatki se lahko uporabijo kot temelj za odločanje o nadaljevanju sodelovanja, popustih, različnih strateških povezavah in o marketinških aktivnostih. Customer relationship management (CRM) is philosophy which links together all functions in organisation. It's main purpose is to build long-term profitable relationships with customers. During the history a lot of marketing concepts were developed, but marketing orientation in in the most tight connection with CRM, which in based on understanding and adaptation to customers. Basic process at profitable relationships is exchange on the market, where supplier and customer exchange value. Basic concepts on the path to profitable customers are perceived value, customer's satisfaction, retention and loyalty. Profitable customer is customer which brings more revenues than causes costs to the organisation. Assessment of profitability by the ABC approach is based on the allocation of the costs depends on the activity. Acquired informations are base for strategic decision- making about relationship with customer. Customer's lifetime value gives us information about a whole profit generated by single customer during the length of relationship wiht an organisation. Factors which influence CLV the most are discount rate, retention rate of the customers and their lifetime. Gained informations are base for decisions about cooperation, discounts, different strategic connections and marketing activities. management odnosov s strankami (CRM) marketing vrednost lojalnost zadržanje zadovoljstvo dobičkonosnost življenjska vrednost prihodki stroški Customer Relationship Management (CRM) marketing value loyalty retention satisfaction profitability lifetime value revenues costs true true false [M. Glinšek] Slovenski jezik Angleški jezik Delo diplomskega seminarja/zaključno seminarsko delo/naloga 2011-07-02 17:04:26 2011-11-10 09:41:56 2022-04-13 15:14:49 2023-12-25 03:16:00 2011 0 Mozirje 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 10820636 URN:SI:UM:DK:RSZPP81G UNI_Glinsek_Matej_2011.pdf UNI_Glinsek_Matej_2011.pdf 1 F7AA378ADC3321CA9A818CF0F3BDDAB6 275ddc92c96c5bc43486fbaf93fc754fc6e7c7297f5a01a2f8b342d89f6a4172 56a9cbc4-7c05-11eb-bb7a-00155d0001ca 20.500.12556/dkum/dd17ad77-baa9-4e55-b95b-703eaa825b00 https://dk.um.si/Dokument.php?lang=slv&id=23411 Ekonomsko-poslovna fakulteta 0 0 0