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Churn Management – Herausforderungen für den Handel

In: Effektives Customer Relationship Management

Author

Listed:
  • Heike Papenhoff
  • Karsten Lübke

Abstract

Zusammenfassung Das Churn Management befasst sich mit der Verhinderung von Kundenabwanderung und umfasst Maßnahmen zur Stabilisierung und Wiederherstellung von Kundenbeziehungen. Verschiedene Begriffe wie Kundenabwanderung, Kundenfluktuation oder Kundenmigration werden für das Ende einer Geschäftsbeziehung verwendet. Der Begriff „Churn“ wird häufig synonym für Kundenabwanderung verwendet. Es gibt eine engere Definition, die die Abwanderung zum Zeitpunkt der Beendigung beschreibt, und eine weitere Definition, die alle Entscheidungsprozesse und Maßnahmen eines Kunden einschließt, die letztendlich zur Beendigung der Geschäftsbeziehung führen. Die Grenzen zur Kundenbindung und -rückgewinnung sind fließend, da sie Teil des Customer Relationship Management (CRM) sind. Das Churn Management identifiziert gefährdete und abgewanderte Kunden, um Abwanderungen zu verhindern und abgewanderte Kunden zurückzugewinnen.

Suggested Citation

  • Heike Papenhoff & Karsten Lübke, 2024. "Churn Management – Herausforderungen für den Handel," Springer Books, in: Stefan Helmke & Matthias Uebel & Wilhelm Dangelmaier (ed.), Effektives Customer Relationship Management, edition 7, pages 119-127, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-42411-4_8
    DOI: 10.1007/978-3-658-42411-4_8
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