CRM을 통한 고객 로열티 지표 선정과 적용에 관한 연구 : A 금융기업 사례를 중심으로

Abstract

A basis of business decision had changed in a customer-centric world. Decision making based on accounting data was adequate at past, but now those quantitative data are not enough and even impossible to reflect customer value and their loyalty to the company. So research about CRM ROI has been performed by using various existing measurement techniques to get more accurate knowledge about each customer. Managing customer equity like financial portfolio management or measuring customer profitability along each customers lifecycle tendency, for example. In this paper, we researched a case of customer measurement of a Korean financial company which implemented loyalty program and produced customer loyalty index. We suggested CRM operation should be based on a notion of customer profitability. Loyalty definition and element have worded in a view of customer profitability, and linking business profitability and customer loyalty elevation, too.