A hybrid multi-criteria decision model for supporting customerfocused profitability analysis

Аннотация

Strategic analysis of customer profitability for assessing market segmentation and reconfiguring customer relationship management (CRM) activities remains the key factor for achieving high return on CRM investment. The purpose of this paper is to map the profit-based ranking of corporate customers into the current market segments, with a view of determining the relative profitability of each market segment.