Abstract
In order to generate profits, company must optimize the profitability of itscustomers. Each customer has different characteristics. Companies need customerrelationship management (CRM) to provide the best service which brings profits.PT XYZ is agriculture company who has competitive products but the volume ofsales and the number of customers decreased. This is a qualitative study with casestudy approach. A model developed by Gupta and Lehman (2005) is used tocalculate customer lifetime value (CLV). The results show that the frequency oftransactions is not automatically proportional to CLV. In addition, companies mustbe able to analyze CLV trends of each customer to maximize customer profitability.Moreover, the results found a perspective from company that sugar products willalways be sold out. The company does not have enough information technologydevices to support CRM. These factors are believed to inhibit CRMimplementation.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: ABIS: Accounting and Business Information Systems Journal
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
