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Systeme Zur Umsetzung Des Customer Relationship Managements

Systeme Zur Umsetzung Des Customer Relationship Managements


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About the Book

Das Customer Relationship Management (CRM) ermoglicht es Unternehmen, Kundenbeziehungen individueller und profitabler zu gestalten. Das Ziel sind Wettbewerbsvorteile. In Hinblick auf zunehmend anspruchsvoller, wechselbereiter Kunden tritt die Differenzierung uber Produkte und Dienstleistungen immer mehr in den Hintergrund. Stattdessen stellt das Management der Kundenbeziehungen den zentralenErfolgsfaktor des Unternehmens dar. Damit CRM erfolgreich zur Steigerung des Unternehmenserfolgs umgesetzt werden kann, sind nach der Formulierung der strategischen Ziele und der dazu notwendigen kundenorientierten Geschaftsprozesse, CRM-Systeme erforderlich. CRM-Systeme sollen die Mitarbeiter bei der Abwicklung kundenbezogener Geschaftsprozesse unterstutzen. Diese Abschlussarbeit beschreibt was unter einem CRM System zu verstehen ist und welche Systemklassen bei der Umsetzung unterschieden werden. Von besonderer Bedeutung sind integrative CRM-Systeme. Dem Leser werden Bausteine einer integrativen CRM-Losung vorgestellt. Hierbei wird gezeigt, wie die einzelnen Bausteine die Mitarbeiter bei der Abwicklung der kundenbezogenen Geschaftsprozesse unterstutzen. Bei der Auswahl eines geeigneten CRM-Systems wird ein Unternehmen vor eine Vielzahl von Handlungsalternativen gestellt. Es werden daher Handlungsalternativen (Losungsvarianten) beschrieben. Da die meisten Unternehmen sich fur den Bezug einer Standardlosung bzw. Branchenlosung entscheiden, statt der Erstellung einer eigenen, individuellen Losung, wird ein praxisbezogenes Vorgehens- und Entscheidungsmodell zur Auswahl eines Systemanbieters thematisiert. Im Kapitel 2 wird dargestellt, was unter einem CRM-System zu verstehen ist, wie sich diese von anderen Unternehmenssystemen abgrenzen lassen und das zwischen selektiven und integrierten CRM-Systemen zu unterscheiden ist. Kapitel 3 beschreibt informationstechnologische Bausteine zur Sammlung und Auswertung kundenbezogener Daten, funktionale Bausteine zur Steuerung und Unterstutzung der Unternehmensbereiche Marketing, Vertrieb und Service sowie kommunikative Bausteine zur Unterstutzung des medialen Dialogs mit dem Kunden. Das Kapitel 4 befasst sich mit der Auswahl von CRMSystemen. Unterschieden wird dabei zwischen Standardlosungen, Branchenlosungen und Individuallosungen. [...]


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Product Details
  • ISBN-13: 9783638381918
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Language: German
  • ISBN-10: 3638381919
  • Publisher Date: 01 Jan 2005
  • Binding: Digital (delivered electronically)
  • No of Pages: 58


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