MÜŞTERİ İLİŞKİLERİ SÜREÇLERİNİN VZA KULLANARAK GELİŞTİRİLMESİ: BİLİŞİM SEKTÖRÜNDE UYGULAMA
DEVELOPING CUSTOMER RELATIONSHIPS PROCESSES USING DEA: APPLICATION IN THE IT SECTOR

Summary/Abstract: In the last few years, Customer Relationship Management (CRM) has become a new business concept with the spread of technology developed within the framework of a customer-oriented approach. Creating added value by using data from CRM is possible with analytics and business intelligence, which are the basic components of Industry 4.0. Different analytical processes are analyzed with data envelopment analysis (DEA), which is one of the efficiency and effectiveness measurement systems. The aim of the research is to analyze the efficiency of processes based on customer satisfaction and loyalty by examining 41 sales processes in the automotive and manufacturing sector in a company operating in the IT sector. Then we will determine the target values for their effectiveness that can be taken as reference to improve their performance in ineffective sales processes. Management support and marketing support were added to the model as a categorical variable for each process. Customer acquisition cost (CAC), customer value (LTV) and customer satisfaction index (MMI) were added to the model as a quantitative variable.

• Details
• Contents