Original scientific paper
Customer Ranking Model for Project Businesses: A Case Study from the Automotive Industry
Bernd Markus Zunk
; Institute of Business Economics and Industrial Sociology, Working Group „Industrial Marketing, Purchasing and Supply Management“, Graz University of Technology, Austria
Volker Koch
; Institute of Business Economics and Industrial Sociology, Graz University of Technology, Austria
Abstract
For technology-orientated enterprises that operate project-based businesses, the goal-oriented allocation of scarce marketing resources has great potential to help consolidate their competitive position. An important precondition for goal-oriented management is the identification of the most valuable customers. This enables technology-orientated enterprises to segment markets in order to make tactical marketing decisions. This theory-based paper aims to develop and test a holistic customer ranking model. By deploying the five steps presented in this paper, customer relationship managers are better able to identify and to rank their customers in project-based businesses. A case study provides an example of the application of the method from the automotive industry in Austria. The experiences derived from this case study show that using a customer ranking framework is a crucial factor for enterprises in narrow technology markets to be successful and to achieve their corporate goals.
Keywords
Customer Ranking; Customer Relationship Management; Project Business; Case Study; Automotive Industry
Hrčak ID:
160711
URI
Publication date:
1.1.2014.
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