ABSTRACT
After the order processing has been completed successfully, the customer relationship management process starts. On the one hand the aim of this process is to ensure that the customer is satisfied with the relationship and turns into a loyal customer, whilst on the other hand the customer’s return for the organisation increases. This chapter describes how Digital Marketing can support this process. It discusses the concept of digital customer relationship management (CRM), explain its process, then focus on customer value, customer share, customer satisfaction and loyalty. On the basis of customer knowledge, targeted promotional offers can be made for other or more expensive products. This increases the customer revenue. Although there are an increasing number of opportunities for approaching clients individually and in a personalised way, working with customer groups is still an important part of CRM. There are roughly two varieties of personalisation, namely the personalisation of websites and apps and the personalisation of products and services.
