Apart from measures, which serve the satisfaction of the customer, there are programs for the customer connection, i.e. for the production of regular customers from irregular customers in most business forms. The enterprise uses thereby its Akquisitori Potenzial (see price paragraph function, PAF).

Akquisitori Potenzial - market theory for customer connection

The akquisitorische Potenzial means then the ability of the enterprise to actually bind customers. On the height this Potenzials depends the individual arrangement of the price paragraph function.

Of the akquisitorischen Potenzial one speaks in connection with the price paragraph function of the Polypols

• missing transparency of the market and
• the existence of preferences of the market participants (e.g. regular customers).

Within the monopolyistic (or akquisitorischen) range the enterprise can behave like a monopolist regarding the price structuring:

1. If the enterprise within this range increases the price, it does not lose customers to the competition (whereby some customers do not buy less, some no more).
2. If the enterprise lowers the price however within this range, then it does not win customers of the competition (some customers more, some, buy which did not buy before nothing at all, buy now).

within the upper and lower polypolistischen ranges have the following effects:

• substantial drift from customers to the competition in case of a price increase
• substantial customer migration of the competition in case of a price reduction.

Customer connection in trade and service

In trade and service regular customers become frequently through

• Reward afterwards: Premiums, gifts or bonuses, (exclusive offers (price/offer level, e.g. Lounge use))
• Reward before: Discounts (privileges (e.g. additional or
• at all times: preferred treatment

The offerer gives thereby incentives for repeated business relations. Customer connection programs are frequently linked with a customer map (club map, bonus map). The offerer receives thereby also name and address of the customer and can use these for the analysis of the purchase behavior and for purposeful advertisement.

Customer connection programs are particularly effective at business customers, if these can take the privilege up privately. In this case the premium falls with the selection of the offerer more strongly important, than the actual purchase price. (see for this the criminal relevance of the advantage acceptance and unfaithfulness). Further references to this topic are customer loyalty, loyalty program and long service bonus.

Advantages for offerers

• Production of information about the purchase behavior
• Production of information about customer profiles
• Customer production alone due to the advantages mentioned of the program
• Customer connection by advantages mentioned

Examples

Classical example are the trading stamps, which were introduced to the 1950er years into Kaiser's coffee business.

Frequent customer connection measures are

• Customer maps, e.g. Payback, HappyDigits (German Telekom), EDECARD (EDEKA)
• Many flier programs (e.g. Miles & More by Lufthansa)
• Couponing
• Ad-Games

100 million customer maps are in Germany in the circulation (conditions May 2005). The many flier programs of the large airlines are to strengthen the customer connection, by recompencing the frequent use of the same society with discounts in the form of free flights or premiums.

Customer connection in the industriellen surrounding field

Gehrke (2003) describes customer connection in industriellen supplier customer constellations as the increased readiness of the customer to be received a durable relationship with the supplier and within one to generate related to the specific transaction property, usual period to non-coincidental follow-up orders. Customer connection is here thus expressed in the high probability for a Folgeauftrag and been, concerning its intensity, a gradatable phenomenon. The gradation after intensity is made with the following customer classification:

• A customer (such with the highest turnover or share in the profits) e.g. become. by co-operation offers within the range research and development, with individual training courses (partially in very pleasant environment) or bonus programs (for example for the reaching of a certain yearly acceptance) bind. Frequently also preferential service with shortened response times, 24-h-Bereitschaftsdienst and personally assigned advisor in this segment (key account manager) is of course.

• B customers (with a high portion of the regular cash transaction) discount offers, more frequent consultation and the forwarding of written industry information, experienced frequently aimed, are invited to common training courses or enjoy a certain service offer, which regularly surcharge requiring would be.

• C customers (irregular customers and problem customer) are in practice hardly bound. Nevertheless the service should have here to be offered at least on satisfying level. Complaint customers are frequently very good potenzielle regular customers, if the enterprise supports them purposefully. If the expenditure should count itself, such Kundenbeziehungen are addressed partially with the help of particularly trained coworker.

Customer connection is promoted particularly differentiated in the range capital goods marketing. Depending upon importance of a customer (see customer value and ABC analysis) to be able different instruments marketing the customer connection to increase. With their employment are to be always brought expenditure and expecting yield into economic relation to.

In addition there is a trade fair, which argues with the topic of the customer connection. CRM expo is the European guidance fair for customer relations management and finds this year of 8. - 9 November 2006 in the fair Nuremberg instead of.

See also:

• Marketing-mix

Related links

• Expert contributions about customer connection

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