Category: Customer Management

RFM Analysis

RFM is a database marketing technique originally developed and used in direct marketing and retail industry. This approach can be used in any industry to support marketing and sales decisions for developing marketing and sales strategies and tactics. RFM tool is used for analyzing customer behavior and identifying customer groups with similar behaviors. Different customer […]

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Balanced Scorecard Customer Perspective

Compared to other performance management approaches the balanced scorecard provides more than financial KPIs and measures, but it incorporates four strategic categories of performance indicators into one strategic system. The four categories include: financial, customer, process and learning & growth perspectives. Even though the approach provides an integrated business strategy and measurement system including the […]

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