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市场营销留学论文参考-客户关系管理的特点和影响力 [30]

论文作者:www.51lunwen.org论文属性:硕士毕业论文 thesis登出时间:2014-08-15编辑:felicia点击率:35940

论文字数:18652论文编号:org201408151345306784语种:英语 English地区:中国价格:免费论文

关键词:全球化见多识广时代竞争globalizededucatedinformedcompetition

摘要:本文是一篇市场营销留学论文。当今世界,全球化和多样化已经成为其主要特点。在全球化贸易中,客户和消费者都接受过良好的教育,见多识广,消息灵通。这在一定程度上增加了公司和组织之间的竞争。竞争提升了客户的议价能力和交换能力,能更高效更快速地选择最好的产品和服务。本文简要分析时代竞争中客户关系的特点和影响力。

sing competitive pressures, bank must be familiar with the need of balancing their performance by achieving their strategic goals and meeting customer needs”.


Lloyds banking Group is follows a common marketing strategy for all segment of customers. This is not suitable with Lloyd's current segmentation scenario. Lloyds is doing business with large number of customer but comparatively higher income people or high income people do not prefer Lloyds. There are no specific reason behind it, accept other banks are offering extra facilities to attract this type of customers but Lloyds has no specific marketing strategy to acquire these customers for the specific segmentation.


6.1.2 CRM TECHNOLOGY

According to Reynolds (2002), “the most ordinary technology options comprise Data Marts, Tactical Databases, Integrated Customer Relationship Management Solutions and Data Warehouses”. Reynolds also said that “Customer Relationship Management technology helps a organisation to archive, develop and share customer information all through a organisation to determine customer specific need, recognize most profitable and risky customer, offer personalized sight of the organisation to consumers, standardized customer care deliver and efficient deliver”.


Bank is using different type of applications at different levels. For example the higher management uses analytical applications that is use for forming a strategy, front end applications is used by the employees at the bank uses to communicate with customers and finally for the future use the data bases are used to store customer information.


Lloyds banking Group views Customer Relationship Management technology as a customer centric process. It is help full to automate the overall system. Or else it is not possible to handle all the information manually.


6.2 DISCUSSION AND ANALYSIS OF DATA FROM CUSTOMERS SURVEY

After analysis the findings of section A, are stated on Appendices. Please refer to page no. 75. It has been found that the Lloyds Banking Group is success to make a long term relationship with customer. In current situation when customers are doing business with many different banks at a time and switching over from one bank to other. In this competitive market 15.5% Lloyd's customers are banking with Lloyds from more than six years. Along with 29% customers are banking with Lloyds from three to six years and 32% customers are doing business from one to three years. That means Lloyds Banking Group understanding individual needs and Lloyds giving relevant facilities to customers which is boosting Lloyd's customer retention program. Still Lloyds Banking Group has to concentrate to increase cross-selling and up-selling their product.


Section A also shows that most of the customers of Lloyds are medium and comparatively low income people. The total number of customers of Lloyds is presently around sixteen millions. Lloyds Banking Group is doing business with large number of customer but according to survey competitively high and high income people do not prefer Lloyds very much. The researcher has tried to explore the reasons behind this. Why competitively high and high incom论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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