ADVANCES IN CUSTOMER RELATIONSHIP MANAGEMENT Edited by Daniel Catalán-Matamoros ! ! ! ! ! ! ! Advances in Customer Relationship Management Edited by Daniel Catalán-Matamoros Published by InTech Janeza Trdine 9, 51000 Rijeka, Croatia Copyright © 2012 InTech All chapters are Open Access distributed under the Creative Commons Attribution 3.0 license, which allows users to download, copy and build upon published articles even for commercial purposes, as long as the author and publisher are properly credited, which ensures maximum dissemination and a wider impact of our publications. After this work has been published by InTech, authors have the right to republish it, in whole or part, in any publication of which they are the author, and to make other personal use of the work. Any republication, referencing or personal use of the work must explicitly identify the original source. As for readers, this license allows users to download, copy and build upon published chapters even for commercial purposes, as long as the author and publisher are properly credited, which ensures maximum dissemination and a wider impact of our publications. Notice Statements and opinions expressed in the chapters are these of the individual contributors and not necessarily those of the editors or publisher. No responsibility is accepted for the accuracy of information contained in the published chapters. The publisher assumes no responsibility for any damage or injury to persons or property arising out of the use of any materials, instructions, methods or ideas contained in the book. Publishing Process Manager Romina Skomersic Technical Editor Teodora Smiljanic Cover Designer InTech Design Team First published April, 2012 Printed in Croatia A free online edition of this book is available at www.intechopen.com Additional hard copies can be obtained from orders@intechopen.com Advances in Customer Relationship Management, Edited by Daniel Catalán-Matamoros p. cm. ISBN 978-953-51-0516-9 ! Contents Preface VII Chapter 1 An Overview to Customer Relationship Management 1 Daniel Catalán-Matamoros Chapter 2 Customer Relationship Management and Business Intelligence 13 Aida Habul and Amila Pilav-Velić Chapter 3 Investigating Customers’ Perceptions Towards Text Messaging Services as a CRM Medium 31 Nichaya Suntornpithug and Pasu Suntornpithug Chapter 4 Customer Relationship Marketing: Customer-Centric Processes for Engendering Customer- Firm Bonds and Optimizing Long-Term Customer Value 47 Namita Bhatnagar Chapter 5 Business Intelligence Through Personalised Location-Aware Service Delivery 57 Tanko Ishaya Chapter 6 Development of a Service Framework for Library Users from Customer Relationship Management Perspective 79 Shiow-Luan Wang Chapter 7 Dual Approach to the Modelling Single Product Demand Curves in the Next Best Offer CRM Problem 101 Džulijana Popović Chapter 8 Business Intelligence in Telecoms Industry: A Service Oriented Approach 125 Tanko Ishaya and Musiliudeen Folarin ! ! 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Benefits of CRM Q3%' 9.&&.=$#2' &$0)0' .9' 7%0$/%7' (I,' ?%#%9$)0'=%/%'4.&&%4)%7'"#7'06 "/$M%7'9/ '"#' %@)%#0$8%'06/8%5'.9'/%4%#)'(I,'0)67$%0'AB%$)3'%)'"&;>'DEEaG\' F; $-:/.8%7'"?$&$)5').')"/2%)':/.9$)"?&%'460) %/0_' D; $#)%2/")%7'.99%/$#20'"4/.00'43"##%&0_' P; $-:/.8%7'0"&%0'9./4%'%99$4$%#45'"#7'%99%4)$8%#%00_' [...]... communities (CCRM -Customer Community Relationship Management) 7 Thereby customer relationship management will involve a broader context, but also a greater role and significance in modern business and the new economy 5 Conclusion Modern, Internet-based, business requires from the company to find new ways of creating and maintaining relationships with customers Customer Relationship Management includes an... acquired customers Drawing from their consulting experience, Dawkins and Reichheld report that a 5 percent increase in customer retention rate leads to an increase in the net present value of customers by between 25 and 95 percent across a wide range of industries, 10 Advances in Customer Relationship Management including credit cards, insurance brokerage, automobile services and office building management. .. decision making Complementary use of CRM systems and Business Intelligence, provides a holistic approach to customers which includes improvements in customer profiling, simpler detection value for customers, measuring the success of the company in satisfying its customers, and creating a comprehensive customer relationship management Business Intelligence can detect various incentives to increase sales... of business intelligence However, the need for more explicit personalized approach to customers in order to achieve their satisfaction and retention, in the recent time is quite met due to the emergence and increasingly intense use of social networking sites Therefore, customer relationship management in modern business inevitably involves various aspects of social promotion and advertising In line with... feature considering that information about customers grows and transforms with each customer interaction Thus, a progressive customer relationship management is enabled by BI applications and solutions which becomes the foundation of a successful customer intimacy strategy Therefore, the most prominent advantage of Business Intelligence in customer relationship management is its rooting in personalization... companies and customers, and integrates customers within the organization, making them part of the value chain From the previous development of CRM, it is evident that this concept will continue its evolution in the future It is assumed that the CRM will include managing relationships with partners within the value chain (VCRM-Value Chain Relationship Management) and managing relationships with customer. .. Measured Marketing, (June 2003), London, Hypermarket 12 Advances in Customer Relationship Management Zablah, A.R., Bellenger, D.N., & Johnston, W.J (2004) An evaluation of divergent perspectives on customer relationship management: Towards a common understanding of an emerging phenomenon Industrial Marketing Management, 33, pp 475–– 489 2 Customer Relationship Management and Business Intelligence Aida... resourcing planning systems are valuable in automating transactions and capturing Turban E., & Volonino L., (2010.), Business Intelligence and Decision Support Systems, Information Technology for Management: Transforming Organizations in the Digital Economy, pp 445-484, (7th edition ), John Wiley & Sons, ISBN: 978-0470400326, USA, pp.456 3 18 Advances in Customer Relationship Management Fig 2 Business Intelligence... advantage Customer Relationship Management and Business Intelligence 17 2.1 Business intelligence technology Business Intelligence is a concept of using information technology as a tool for achieving the competitiveness of businesses, the perception of risk that occurs in the environment within the firm, and the possibility of action This is a concept that involves the integration of traditional business... consumer behavior in accordance with these solutions As we can see, the most of customer requirements are 2Burnett K., (2001), The handbook of key customer relationship management: the definitive guide to winning, managing and developing key account business, (1st edition), Financial Times Prentice Hall, ISBN: 9780273650317, Great Britain, pp 37 16 Advances in Customer Relationship Management based . ADVANCES IN CUSTOMER RELATIONSHIP MANAGEMENT Edited by Daniel Catalán-Matamoros ! ! ! ! ! ! ! Advances in Customer Relationship Management Edited by Daniel. Customer Relationship Management 1 Daniel Catalán-Matamoros Chapter 2 Customer Relationship Management and Business Intelligence 13 Aida Habul and Amila Pilav-Velić Chapter 3 Investigating. A free online edition of this book is available at www.intechopen.com Additional hard copies can be obtained from orders@intechopen.com Advances in Customer Relationship Management, Edited