Increasing Customer Loyalty via Mobile Customer Relationship Management

Diploma Thesis from the year 2002 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, Wiesbaden University of Applied Sciences (Wirtschaft), language: English, abstract: Inhaltsangabe:Abstract:§The main objective of this research was to find out and demonstrate how companies can manage to maintain and increase their customer s loyalty with the help of Customer Relationship Management in today s wireless world.§Due to the growing convergence of the Internet and the mobile phone, competition between companies is considerably increasing. In order to further keep their stake in the market, companies are forced to improve the relations to their customers by using new business technologies enabling them to differentiate themselves from the competition in offering personalized services especially tailored to their customers needs.§This thesis will concentrate on the opportunities that Customer Relationship Management offers in the wireless world. Mobile applications and instruments that enable companies to create more loyalty among their customers will be pointed out while special focus is laid on SMS-Marketing. A few examples of companies who have been successfully applying wireless marketing will be given. Furthermore, part of this thesis was to carry out an online survey during which a number of people were interviewed about their experience with mobile services and their willingness to accept wireless marketing. The survey results provided a basis upon which the acceptance of possible marketing strategies, designed to increase customer loyalty, could be judged.§Inhaltsverzeichnis:Table of Contents:§AbbreviationsIII§FiguresIV§1.Introduction1§1.1Problem statement2§1.2Limitation of research topic3§1.3Research procedure4§2.M-Business: Anywhere Anytime Access 5§2.1Definition of M-Business5§2.2Mobile network technology6§2.2.1GSM6§2.2.2GPRS7§2.2.3HSCSD8§2.2.4UMTS8§2.3Service technology9§2.3.1WAP9§2.3.2Bluetooth10§2.3.3Short Messaging Service (SMS)11§2.4iMode as an alternative to WAP11§2.5Mobile payment solutions14§2.5.1Paybox14§2.5.2Mobilpay16§2.5.3Payitmobile solution17§3.Mobile Customer Relationship Management - Key Functions and Definitions18§3.1Definition of Customer Relationship Management18§3.2CRM - A customer-oriented organizational process19§3.3Benefit of CRM22§3.3.1Improvement of image23§3.3.2Improvement of efficiency24§3.3.3Acquisition of new customers24§3.3.4Customer bonding25§3.4Customer Lifetime Value - A means to measure the success of CRM26§3.5CRM in the wireless world29§3.6Fields of application31§3.7Objectives of Mobile Customer Relationship Management32§4.M-CRM as a means to increase customer loyalty34§4.1What is the meaning of customer loyalty?34§4.2Mobile Services: What do customers expect?36§4.2.1Survey: What do you think about Mobile Marketing? 36§4.2.2Analysis37§4.2.3Comment41§4.3The EMF principle42§4.4Advantages of M-CRM for the customer and the provider44§5.SMS-Advertising under the aspect of Permission Marketing45§5.1Permission Marketing: License to advertise46§5.2SMS: a two-way medium47§5.3Loyalty-based SMS operations48§5.3.1Push services or pull services?48§5.3.2Personalized messaging49§5.3.3Location Based Services50§5.3.4Value adding services52§5.4Worldwide SMS traffic52§5.5SMS Couponing - Example of a mobile business model54§6.Future prospects for mobile customer relationships56§6.1Possible future mobile business fields56§6.2Multi-media messaging57§6.3Market forecast58§6.4FAQ's59§7.Conclusion61§AppendixV§BibliographyXIV§Ehrenwörtli...