iDentifying strategiC oPPortunities anD aDoPting the “born Digital” aPProaCh1
نویسنده
چکیده
We present a framework that maps the four data-driven strategies—Minimize Costs, Reward Loyalty, Personalize Interactions, and Acquire Customers—that a firm can enact to extract value from its customer data. The four strategies are distinguished by the potential repurchase frequency and the customizability of a firm’s products or services. We describe each of the strategies and provide in-depth examples from companies in the hospitality industry. By positioning themselves within the four-strategy framework, firms in a wide range of industries will be able to envision how they can adopt the most appropriate strategy (or strategies) for exploiting customer data to improve profitability.
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تاریخ انتشار 2008