Aproximación al cálculo del valor de la información en entornos CRM desde una perspectiva de la gestión del valor del cliente
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2024
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23/06/2023
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Universidad Complutense de Madrid
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En un contexto empresarial donde existe una disponibilidad creciente de datos relativos a los clientes, las empresas se encuentran con la dificultad de poder gestionar de manera adecuada esa información para obtener un valor medible de la misma. La investigación académica del problema anterior adolece de unos resultados que sean de aplicación generalizada; bien por un exceso de complejidad en los modelos planteados, o bien porque no se ha ido más allá de un ejercicio de conceptualización. Por estos motivos, en esta tesis doctoral se aborda con un marco de reflexión interdisciplinario el impacto real que tiene la información y las tecnologías de la información (TI) como herramientas fundamentales para valorar cuan valiosos son los clientes de una organización en entornos Business to Consumer (B2C). El foco, por tanto, se centra en los conceptos de la información y conocimiento como activos clave a gestionar con un valor económico intrínseco. Este marco de reflexión se concreta en el desarrollo, análisis de sus componentes y posterior aplicación de un nuevo modelo de valor de la información (VICRM) propuesto para la gestión de las relaciones con los clientes (CRM). Este modelo, de tipo determinista y con un marcado carácter práctico, espera contribuir en la toma de mejores decisiones de negocio haciendo que la gestión de los clientes sea más sostenible desde una perspectiva financiera...
In a business context where there is an increasing availability of data related to customers, companies find it difficult to adequately manage this information to obtain a measurable value from it. Previous academic research of this problem lacks results that are generally applicable; either due to an excess of complexity in the models proposed or because it has not gone beyond a conceptualization exercise. For these reasons, this doctoral thesis addresses an interdisciplinary framework on the real impact of information and information technology (IT) as essential tools to assess how valuable an organization's customers are in Business to Consumer environments (B2C). The focus, therefore, is on the concepts of information and knowledge as key assets to be managed with an intrinsic economic value. This reflection framework materializes in the development, analysis of its components and subsequent application of a new information value model (VICRM) proposed for customer relationship management (CRM). This model, which is deterministic and highly practical, hopes to contribute to making better business decisions by making customer management more sustainable from a financial perspective...
In a business context where there is an increasing availability of data related to customers, companies find it difficult to adequately manage this information to obtain a measurable value from it. Previous academic research of this problem lacks results that are generally applicable; either due to an excess of complexity in the models proposed or because it has not gone beyond a conceptualization exercise. For these reasons, this doctoral thesis addresses an interdisciplinary framework on the real impact of information and information technology (IT) as essential tools to assess how valuable an organization's customers are in Business to Consumer environments (B2C). The focus, therefore, is on the concepts of information and knowledge as key assets to be managed with an intrinsic economic value. This reflection framework materializes in the development, analysis of its components and subsequent application of a new information value model (VICRM) proposed for customer relationship management (CRM). This model, which is deterministic and highly practical, hopes to contribute to making better business decisions by making customer management more sustainable from a financial perspective...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias Económicas y Empresariales, leída el 23-06-2023