PAPER
HET CRM-CYCLUS EN HET TREACY AND
WIERSEMA MODEL
ONDERNEMINGSANALYSE
/ Hogeschool Utrecht / Commerciële Economie / C2D / 17
Inhoud
1. Project analyse..............................................................................3
2. Over KPN......................................................................................4
3. CRM-cyclus model..........................................................................5
, 4. Treacy and Wiersema.....................................................................6
4.1 Operational excellence.................................................................................. 6
4.2 Product leadership / productleiderschap.......................................................6
4.3 Customer Intimacy / Klantenpartnerschap....................................................6
5. CRM-cyclus model van KPN............................................................7
5.1 Vergaren van informatie over klanten...........................................................7
5.2 Customer-lifetime-value gerelateerd.............................................................7
5.3 Product gerelateerd....................................................................................... 8
5.4 Differentiatie................................................................................................. 8
5.5 Maatwerk...................................................................................................... 9
5.6 Klanttevredenheid....................................................................................... 10
5.7 Klantentrouw............................................................................................... 10
5.8 Inkomsten uit klanten.................................................................................. 11
5.9 Uitgaven door klanten................................................................................. 11
5.10 Klantaandeel............................................................................................. 12
5.11 Klantwaarde (customer-lifetime-value).....................................................12
5.12 Conclusie CRM-cyclus model.....................................................................13
6. Vergelijking CRM-cyclus model en Treacy and Wiersema model......14
7. Treacy and Wiersema model van KPN............................................15
7.1 Operational excellence................................................................................ 15
7.2 Product leadership / productleiderschap.....................................................15
7.3 Customer Intimacy / Klantenpartnerschap..................................................15
7.4 Conclusie Treacy and Wiersema model.......................................................16
8. Overeenkomsten CRM-cyclus model en Treacy and Wiersema model
van KPN...........................................................................................17
8.1 Product gerelateerd en Product leadership.................................................17
8.2 Customer-lifetime-value gerelateerd en Customer intimacy.......................17
9. Conclusie....................................................................................18
9.1 Het verband tussen het CRM-cyclus en het Treacy and Wiersema model van
KPN.................................................................................................................... 18
10. Zelfreflectie.................................................................................19
Bibliografie.......................................................................................20
1. Project analyse
2
HET CRM-CYCLUS EN HET TREACY AND
WIERSEMA MODEL
ONDERNEMINGSANALYSE
/ Hogeschool Utrecht / Commerciële Economie / C2D / 17
Inhoud
1. Project analyse..............................................................................3
2. Over KPN......................................................................................4
3. CRM-cyclus model..........................................................................5
, 4. Treacy and Wiersema.....................................................................6
4.1 Operational excellence.................................................................................. 6
4.2 Product leadership / productleiderschap.......................................................6
4.3 Customer Intimacy / Klantenpartnerschap....................................................6
5. CRM-cyclus model van KPN............................................................7
5.1 Vergaren van informatie over klanten...........................................................7
5.2 Customer-lifetime-value gerelateerd.............................................................7
5.3 Product gerelateerd....................................................................................... 8
5.4 Differentiatie................................................................................................. 8
5.5 Maatwerk...................................................................................................... 9
5.6 Klanttevredenheid....................................................................................... 10
5.7 Klantentrouw............................................................................................... 10
5.8 Inkomsten uit klanten.................................................................................. 11
5.9 Uitgaven door klanten................................................................................. 11
5.10 Klantaandeel............................................................................................. 12
5.11 Klantwaarde (customer-lifetime-value).....................................................12
5.12 Conclusie CRM-cyclus model.....................................................................13
6. Vergelijking CRM-cyclus model en Treacy and Wiersema model......14
7. Treacy and Wiersema model van KPN............................................15
7.1 Operational excellence................................................................................ 15
7.2 Product leadership / productleiderschap.....................................................15
7.3 Customer Intimacy / Klantenpartnerschap..................................................15
7.4 Conclusie Treacy and Wiersema model.......................................................16
8. Overeenkomsten CRM-cyclus model en Treacy and Wiersema model
van KPN...........................................................................................17
8.1 Product gerelateerd en Product leadership.................................................17
8.2 Customer-lifetime-value gerelateerd en Customer intimacy.......................17
9. Conclusie....................................................................................18
9.1 Het verband tussen het CRM-cyclus en het Treacy and Wiersema model van
KPN.................................................................................................................... 18
10. Zelfreflectie.................................................................................19
Bibliografie.......................................................................................20
1. Project analyse
2
