Müşteri tepkilerinin müşteri ilişkileri yönetimi teşebbüsleriyle açıklanması

Customer Relationship Management (CRM) is a holistic approach that unifies all pointsof customer interaction via various investments in people, technology and business processes.Cross-selling is a CRM tool that enables the companies to sell additional, complementary,or related products to the customers. The main focus of our study is on the implicationsof cross-selling in terms of customer reactions and especially the negative reactions. Weinvestigate the impact of customer reactions on customer lifetime value to the firm and thefirm?s cross-selling policy to the customer. Under specific assumptions on how the cross-sell attempts affect a customer?s arrival rate, churn/attrition rate and his/her likelihood toaccept the offer provided by the company, we try to understand how the optimal policy onwhether to cross-sell or not at each customer encounter will change. To this end in thisthesis we propose a Markovian model. The model investigates the negative effect of cross-selling activities with a state space of number of cross-sell attempt failures and number ofcustomer contacts when the additional number of products offered is limitless. The problemis being explored numerically using dynamic programming tools. Analytical results are alsogiven on the values generated. The extension of the current model incorporates the positiveimpact of cross-selling. The model used in this case has additional information of numberof cross-sell successes. However, in this case the number of additional products offered islimited. This model, though, is investigated only by numerical analysis.