Customer Card as a Tool for CRM in the German Textile Industry

Inhaltsverzeichnis (Table of Contents)

• 1. Introduction
• 1.1. Problem definition
• 1.2. Aim and research objectives
• 1.3. Structure of thesis
• 2. Customer Relationship Management
• 2.1. Theoretical background
• 2.1.1. Definition of CRM
• 2.1.2. Types of bonds
• 2.1.3. Operative and analytic CRM
• 2.1.4. Customer satisfaction, trust, and commitment
• 2.1.5. Customer loyalty
• 2.2. Customer Life Cycle
• 2.3. Opportunities and risks
• 2.4. Instruments
• 3. Customer card
• 3.1. Theoretical background
• 3.2. History and development
• 3.3. Types and categorization
• 3.3.1. Open and closed systems
• 3.3.2. Stand-alone versus multi-partner-card
• 3.4. Functions
• 3.5. Objectives
• 4. CRM in the German Textile Industry
• 4.1. Market structure
• 4.2. Breuninger, P&C, H&M
• 4.2.1. Breuninger
• 4.2.2. Breuninger Card
• 4.2.3. Peek & Cloppenburg
• 4.2.4. Peek & Cloppenburg Card
• 4.2.5. Hennes & Mauritz
• 4.2.6. H&M Club
• 4.2.7. Comparison of programs
• 4.3. Additional loyalty tools in the German textile industry
• 4.4. Controlling
• 4.4.1. Costs using a customer card program
• 4.4.2. Returns using a customer card program
• 4.5. Regulatory framework
• 5. Opportunities and risks of customer cards
• 5.1. Opportunities
• 5.1.1. Card design, incentive structure, and service
• 5.1.2. Customer view of advantages and use of customer cards
• 5.1.3. Data evaluation
• 5.1.4. Securing staff support
• 5.1.5. Integration into corporate strategy
• 5.2. Risks
• 6. Diversification
• 6.1. Economic diversification
• 6.2. Social diversification
• 6.3. Technical diversification

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This thesis examines the use of customer cards as a tool for customer relationship management (CRM) in the German textile industry. It aims to analyze the advantages and disadvantages of customer cards for both retailers and customers, explore the various types of cards available, and discuss the key factors for successful implementation.

• Customer Relationship Management (CRM) and its theoretical foundations
• Customer cards as a CRM tool in the German textile industry
• The benefits and challenges of using customer cards for retailers
• The impact of customer cards on customer behavior and satisfaction
• The integration of customer card programs into corporate strategies

Zusammenfassung der Kapitel (Chapter Summaries)

• Chapter 1: Introduction

  This chapter introduces the research topic, defines the problem, and outlines the aims and objectives of the thesis. It also presents the structure of the work.

• Chapter 2: Customer Relationship Management

  This chapter provides a theoretical overview of CRM, including its definition, types of bonds, operative and analytic CRM, customer satisfaction, trust, and commitment, and customer loyalty. It also discusses the customer life cycle and the opportunities and risks associated with CRM.

• Chapter 3: Customer card

  This chapter delves into the theoretical background of customer cards, examining their history, development, types and categorization, functions, and objectives. It also explores different types of customer cards such as open and closed systems, stand-alone versus multi-partner-cards.

• Chapter 4: CRM in the German Textile Industry

  This chapter analyzes the market structure of the German textile industry and examines the implementation of customer card programs by major retailers such as Breuninger, Peek & Cloppenburg, and H&M. It compares the different programs and discusses additional loyalty tools used in the industry. This chapter also analyzes the controlling of costs and returns using a customer card program and the regulatory framework surrounding customer card programs.

• Chapter 5: Opportunities and risks of customer cards

  This chapter explores the potential benefits and challenges of using customer cards for retailers and customers. It examines the opportunities related to card design, incentive structures, customer perception, data evaluation, and staff support. It also explores the risks associated with customer card programs, such as data security, customer privacy, and program complexity.

• Chapter 6: Diversification

  This chapter investigates the potential for diversification of customer card programs in terms of economic, social, and technical factors.

Schlüsselwörter (Keywords)

The key terms and concepts explored in this thesis include Customer Relationship Management (CRM), customer cards, loyalty programs, textile industry, German market, market structure, customer behavior, data analysis, data security, customer privacy, diversification, and integration into corporate strategies.