Customer Retention Activities Using IoT Data:
In recent years, many companies have used data-based marketing to understand customer insight. In this article, we focused on Ricoh, which uses customers’ data to conduct efficient customer retention. We revealed that Ricoh has been carrying out efficient customer maintenance activities using a data...
| Main Authors: | , |
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| Format: | Article |
| Language: | Japanese |
| Published: |
Japan Marketing Academy
2020-01-01
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| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/39/3/39_2020.011/_html/-char/en |
| _version_ | 1797979957066989568 |
|---|---|
| author | Hisashi Kawamata Takeshi Moriguchi |
| author_facet | Hisashi Kawamata Takeshi Moriguchi |
| author_sort | Hisashi Kawamata |
| collection | DOAJ |
| description | In recent years, many companies have used data-based marketing to understand customer insight. In this article, we focused on Ricoh, which uses customers’ data to conduct efficient customer retention. We revealed that Ricoh has been carrying out efficient customer maintenance activities using a data collection system called “@Remote” related to the use of MFPs (Multifunction peripherals). In addition, through interview surveys, we confirmed that the knowledge of sales representatives was aggregated and utilized together with the data. This aggregation contributes to the success of customer retention activities. This article indicates the importance of the role of sales representatives that serve as a bridge between data and customers when companies conduct data-based marketing. |
| first_indexed | 2024-04-11T05:48:10Z |
| format | Article |
| id | doaj.art-b47948ef58e2447c815fbcd3b2cc6f41 |
| institution | Directory Open Access Journal |
| issn | 0389-7265 2188-1669 |
| language | Japanese |
| last_indexed | 2024-04-11T05:48:10Z |
| publishDate | 2020-01-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu Janaru |
| spelling | doaj.art-b47948ef58e2447c815fbcd3b2cc6f412022-12-22T04:42:10ZjpnJapan Marketing AcademyMaketingu Janaru0389-72652188-16692020-01-0139312513610.7222/marketing.2020.011marketingCustomer Retention Activities Using IoT Data:Hisashi Kawamata0Takeshi Moriguchi1Graduate School of Commerce, Waseda UniversityFaculty of Commerce, Waseda UniversityIn recent years, many companies have used data-based marketing to understand customer insight. In this article, we focused on Ricoh, which uses customers’ data to conduct efficient customer retention. We revealed that Ricoh has been carrying out efficient customer maintenance activities using a data collection system called “@Remote” related to the use of MFPs (Multifunction peripherals). In addition, through interview surveys, we confirmed that the knowledge of sales representatives was aggregated and utilized together with the data. This aggregation contributes to the success of customer retention activities. This article indicates the importance of the role of sales representatives that serve as a bridge between data and customers when companies conduct data-based marketing.https://www.jstage.jst.go.jp/article/marketing/39/3/39_2020.011/_html/-char/eniotcustomer orientationsalesperson |
| spellingShingle | Hisashi Kawamata Takeshi Moriguchi Customer Retention Activities Using IoT Data: Maketingu Janaru iot customer orientation salesperson |
| title | Customer Retention Activities Using IoT Data: |
| title_full | Customer Retention Activities Using IoT Data: |
| title_fullStr | Customer Retention Activities Using IoT Data: |
| title_full_unstemmed | Customer Retention Activities Using IoT Data: |
| title_short | Customer Retention Activities Using IoT Data: |
| title_sort | customer retention activities using iot data |
| topic | iot customer orientation salesperson |
| url | https://www.jstage.jst.go.jp/article/marketing/39/3/39_2020.011/_html/-char/en |
| work_keys_str_mv | AT hisashikawamata customerretentionactivitiesusingiotdata AT takeshimoriguchi customerretentionactivitiesusingiotdata |