Aproximación al cálculo del valor de la información en entornos CRM desde una perspectiva de la gestión del valor del cliente

Abstract

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...