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http://dx.doi.org/10.7232/IEIF.2012.25.2.229

Development of a Prototype Software for a Corporate Customer Relationship Management in the Postal Service  

Kim, Yong-Soo (Department of Industrial and Management Engineering, Kyonggi University)
Choeh, Joon-Yeon (Department of Digital Contents, Seojong University)
Publication Information
IE interfaces / v.25, no.2, 2012 , pp. 229-240 More about this Journal
Abstract
Conventional research on customer relationship management(CRM) in general has focused on the effects of individual customer's satisfaction, retention and profit management. However, corporate customers are more profitable than individual customers because of high volume and frequent transactions between companies. In this article, a prototype for a corporate customer relationship management is developed in the postal service. First, the frequency and amount of customers' usage were examined, and thereby the corporate customer rating scheme was established to provide customized service. Second, five different types of usage patterns were determined using clustering analysis. In addition, we presented the rationales behind the five types of patterns. Third, RFM(recency, frequency, monetary) analysis was performed, and then action plans were developed to increase sales. Finally, the prototype software was developed to automatically perform the above analysis using MS Excel program.
Keywords
customer relationship management; postal service; corporate customer; RFM; marketing strategy;
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