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Beschwerdemanagement ALS Instrument Des Crm

Beschwerdemanagement ALS Instrument Des Crm


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Jedes Unternehmen muss wohl davon ausgehen, zu irgendeinem Zeitpunkt mit Beschwerden von Kunden konfrontiert zu werden. Obwohl Beschwerden von Unternehmen zwar bearbeitet werden, werden sie jedoch eher als 'notwendiges Ubel' denn als 'Chance' gesehen. Diese Feststellung von Riemer aus dem Jahr 1985 (vgl. Riemer 1985, S. 256) hat - so muss man leider betonen - bis heute kaum an Aktualitat verloren. Viele Unternehmen scheinen auch heute nicht hinreichend uber die aus Beschwerden resultierenden Potenziale zur Realisierung von Kundenbindung informiert zu sein (vgl. Stauss / Seidel 2007, S. 16). Dies uberrascht umso mehr angesichts der Tatsache, dass Unternehmen vieler Branchen bereits seit Jahren auf niedrig wachsenden Kaufermarkten agieren. Kunden lassen sich in derartigen Marktverhaltnissen meist nur durch Aufwendung grosser Werbekosten gewinnen, die sich erst uber eine Reihe von Transaktionen und nicht uber einmalige Kaufakte amortisieren lassen (vgl. Stauss 2000, S. 277). Das in den letzten Jahren zu beobachtende zunehmende Interesse der Marketingforschung und -praxis am Aufbau und der Pflege langfristiger Kundenbeziehungen tragt dieser Entwicklung Rechnung (vgl. Furst 2005, S. 1). Dauerhafte Kundenbeziehungen bringen eine Menge von Vorteilen mit sich. Neben den durch Wiederkaufen erzielten Umsatzzuwachsen ergeben sich Cross-Selling-Effekte, hohe Kundenweiterempfehlungsraten, Kostensenkungen und abnehmende Preissensivitat der Kunden. Die Verdeutlichung des okonomischen Potenzials bestehender Kundenstamme fuhrt unmittelbar zur strategischen Zielgrosse 'Kundenbindung'. Zur Erreichung dieses Ziels bestehen im Wesentlichen zwei Ansatzpunkte: Zufriedenheitsmanagement und Beschwerdemanagement. In ersterem Fall gilt es, Unzufriedenheit zu vermeiden und durch eine Erhohung des Leistungswertes zur Kundenbindung beizutragen. Das Beschwerdemanagement verfolgt hingegen das Ziel, bereits durch Kundenunzufriedenheit bruchig gewordene Geschaftsbeziehungen durch Problemlosungen und Wiedergutmachungen zu stabilisieren (vgl. Stauss 2000, S. 277; Davidow 2003, S. 226


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Product Details
  • ISBN-13: 9783640615971
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Language: German
  • ISBN-10: 3640615972
  • Publisher Date: 01 Jan 2010
  • Binding: Digital (delivered electronically)
  • No of Pages: 35


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