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Proceedings of the 41st Annual Hawaii International Conference on System Sciences (HICSS 2008) (2008)
Waikoloa, Big Island, Hawaii
Jan. 7, 2008 to Jan. 10, 2008
ISSN: 1530-1605
ISBN: 0-7695-3075-3
pp: 276
ABSTRACT
"Don't put all your eggs in one basket" is common wisdom with respect to financial portfolio theory. The configuration of customer portfolios with regard to ap- propriate risk and return measures, however, is gene- rally an accidental occurrence based on a number of separated loyalty or acquisition initiatives rather than a deliberate planning process. In this contribution, we propose to use portfolio selection theory to identify the optimal configuration of a customer portfolio. Specifi- cally, we look at two broad customer segments: trans- action- and relationship-oriented customers. E-tailers are of special interest, since the target-oriented acqui- sition and servicing of specific customer seems to be more easily achievable due the new means of commu- nication. A first evaluation based on customer lifetime value is realized with a publicly accessible set of empirical data from the online-retailer CDNow.
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CITATION

S. Sackmann, M. Ruch and D. Kundisch, "CRM and Customer Portfolio Management for E-Tailers," Proceedings of the 41st Annual Hawaii International Conference on System Sciences (HICSS 2008)(HICSS), Waikoloa, Big Island, Hawaii, 2008, pp. 276.
doi:10.1109/HICSS.2008.107
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