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Moglichkeiten Und Grenzen Eines Effektiven Crm ALS Instrument Zur Kundenbindung

Moglichkeiten Und Grenzen Eines Effektiven Crm ALS Instrument Zur Kundenbindung


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About the Book

Die Softwareindustrie, die mittlerweile uber 120 CRM-Softwaresysteme anbietet, verkauft CRM als Wunderwaffe zur Steigerung des Kundenwertes. Eine Studie schatzt, dass sich die Umsatzentwicklung von CRM-Software in Europa von ca. 1 Mrd. US $ (1999) auf ca. 6,6 Mrd. US $ (2005) entwickeln wird. Die Kosten der Einfuhrung eines CRM-Systems sind aber wesentlich hoher (Hardware, Schulungen, Beratungen, Umstrukturierungen...). Unternehmen erhoffen sich Einsparungen, bzw. Gewinnerhohungen, die uber den Kosten der Implementierung liegen, also gehen viele Unternehmen davon aus, dass CRM entscheidende Vorteile bietet, die diese hohen Kosten amortisieren. Es scheitern allerdings 60 % aller CRMProjekte. Kritiker behaupten, dass CRM alter Wein in neuen Schlauchen sei. Als die Anzahl der Kunden der Einzelhandler noch uberschaubar war, wurde jeder Kunde mit Namen begrusst und ihm wurden neue Produkte oder Angebote vorgestellt, die ihm einen Mehrwert versprachen. Der Verkaufer kannte seine Kunden und ihre Vorlieben. CRM versucht, dieses Schema auf die heutige Zeit umzusetzen und bedient sich zahlreicher Instrumente zur Kundenbindung, die darauf abzielen, sich nach den Kundenwunschen zu richten und die Kundenbeziehung zu individualisieren - allerdings fur eine wesentlich grossere Anzahl von Kunden. Um zu klaren, ob CRM alter Wein in neuen Schlauchen ist und was die besonderen Vorteile eines CRM-Systems sind, fuhre ich die Hauptunterscheidungsmerkmale zum klassischen Marketing auf und klare im nachsten Schritt die Stellung des CRM im Marketingkontext und seine Funktionsweise. Da im CRM die Zielgrosse keine physische, sondern eine psychische ist, betrachte ich die wichtigsten Moglichkeiten im nachsten Abschnitt. Anschliessend widme ich mich den Moglichkeiten der Erfolgskontrolle, die im CLV gemessen werden. Mit welchen Instrumenten man im CRM den Kundenwert steigern kann, betrachte ich unter Aufteilung in operatives und kommunikatives CRM. Hier habe ich mich auf die wichtigsten beschrankt. Zur Ursachenforschung, warum 60 % aller Projekte scheitern, habe ich die wichtigsten Probleme, die sich bei der Einfuhrung von CRM ergeben konnen, aufgefuhrt. Abschliessend fasse ich die wichtigsten Punkte zusa


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Product Details
  • ISBN-13: 9783638377362
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Language: German
  • ISBN-10: 3638377369
  • Publisher Date: 01 Jan 2005
  • Binding: Digital (delivered electronically)
  • No of Pages: 27


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Moglichkeiten Und Grenzen Eines Effektiven Crm ALS Instrument Zur Kundenbindung
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