Werner J. Reinartz

From Category Management to Customer Relationship Management - The Case of Henkel

By  Werner J. Reinartz,  Cristiana Pipponzi
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Manufacturers of fast moving consumer goods (FMCGs) are struggling to identify how CRM practices should be applied to their industry.

    Published 02 Jan 2006

    Reference 5337

    Topic Marketing

    Region Europe

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    From Category Management to Customer Relationship Management - The Case of Henkel

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    Manufacturers of fast moving consumer goods (FMCGs) are struggling to identify how CRM practices should be applied to their industry.
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      ISS: Driving Profits through Customer Satisfaction

      By  Werner J. Reinartz,  Christian Lelong
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      In the domain of customer management, one can observe that in recent years, managers have, relatively speaking, shifted their attention away from satisfaction and loyalty issues and directed their attention more and more towards customer profitability issues.

        Published 01 Jan 2006

        Reference 5335

        Topic Marketing

        Region Europe

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        ISS: Driving Profits through Customer Satisfaction

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        In the domain of customer management, one can observe that in recent years, managers have, relatively speaking, shifted their attention away from satisfaction and loyalty issues and directed their attention more and more towards customer profitability issues.
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          Customer Relationship Management at Capital One (UK) (Condensed Version)

          By  Werner J. Reinartz,  Ulrike Wieh
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          Capital One, a credit card company, has built its business on a strategy with a clear customer focus: The company systematically gathers and analyses information on its customers in order to correctly assess their individual credit risk and to offer products and services tailored to their individual needs.

            Published 01 Jun 2003

            Reference 5016

            Topic Marketing

            Region Europe

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            Customer Relationship Management at Capital One (UK) (Condensed Version)

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            Capital One, a credit card company, has built its business on a strategy with a clear customer focus: The company systematically gathers and analyses information on its customers in order to correctly assess their individual credit risk and to offer products and services tailored to their individual needs.
              View case

              Customer Relationship Management at Capital One (UK)

              By  Werner J. Reinartz,  Ulrike Wieh
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              Capital One, a credit card company, has built its business on a strategy with a clear customer focus: The company systematically gathers and analyses information on its customers in order to correctly assess their individual credit risk and to offer products and services tailored to their individual needs.

                Published 04 Jan 2003

                Reference 5016

                Topic Marketing

                Region Europe

                View case

                Customer Relationship Management at Capital One (UK)

                Add to cart
                Capital One, a credit card company, has built its business on a strategy with a clear customer focus: The company systematically gathers and analyses information on its customers in order to correctly assess their individual credit risk and to offer products and services tailored to their individual needs.
                  View case

                  Independer.com

                  By  Werner J. Reinartz
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                  Independer.com is an Internet start-up in the Dutch financial services industry. The case describes a strategic decision confronting Managing Director Edmund Hilhorst in April of 2000. Hilhorst must decide which option to choose for the loyalty program that would govern the excess commissions which Independer would accrue.

                    Published 01 Sep 2000

                    Reference 4908

                    Topic Marketing

                    Region Europe

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                    Independer.com

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                    Independer.com is an Internet start-up in the Dutch financial services industry. The case describes a strategic decision confronting Managing Director Edmund Hilhorst in April of 2000. Hilhorst must decide which option to choose for the loyalty program that would govern the excess commissions which Independer would accrue.
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