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CRM-Controlling: Status Quo und Implikation

CRM-Controlling: Status Quo und Implikation

          
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About the Book

Inhaltsangabe: Einleitung: Seit den 1990er Jahren gewinnt die Kundenorientierung bei Unternehmen im deutschsprachigen Wirtschaftsraum an Bedeutung. Gründe hierfür liegen in der zunehmenden Intensivierung des Wettbewerbs, der zunehmenden Produkthomogenität und Marktsättigung sowie dem stärkeren Selektionsverhalten und der damit einhergehenden abnehmenden Loyalität der Kunden. Die Wettbewerbsintensivierung führt zu einer zunehmenden Fokussierung der Unternehmen auf den Erfolgsfaktor Kunden. Kundenorientierte Unternehmensstrategien und -maßnahmen allein reichen jedoch nicht aus, um sich einen erheblichen Wettbewerbsvorteil zu verschaffen. Erst in Verbindung mit der langfristigen Bindung der Kunden an das Unternehmen steigt die Möglichkeit zur Erzielung des Unternehmenserfolgs und dauerhaften Wachstums. Auf diesen Erkenntnissen basiert die Entwicklung des Customer Relationship Managements, im Folgenden CRM benannt. Das CRM ist bereits seit mehreren Jahren ein viel und umfassend behandeltes Thema in der Literatur. Es ist in mittelständischen und insbesondere in großen Unternehmen verbreitet. Das zu Beginn starke Interesse der Unternehmen an CRM wurde zunehmend durch kritische Stimmen über Effizienz und Wirtschaftlichkeit gedämpft. So gelten etwa 60 % der CRM-Projekte als nicht zielführend oder sogar als gescheitert. Der Beitrag des CRM am wirtschaftlichen Erfolg der Unternehmen ist jedoch nachgewiesen. Damit dieser sich entfaltet, ist das Controlling von CRM notwendig. Das Controlling unterstützt das CRM bei der Erreichung festgelegter Ziele durch Messung, Bewertung und Lenkung. Die hohe Relevanz der Thematik CRM führt auch zu verstärkter Beschäftigung in der Wissenschaft mit dem Controlling von CRM. Das CRM-Controlling befindet sich jedoch noch im Anfangsstadium. Dies spiegelt sich auch bei der Entwicklung geeigneter Controlling-Instrumente wider. So existiert bislang kein spezifisches Instrument zum Controlling von CRM. Ziel der Arbeit ist es, den Status quo des CR


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Product Details
  • ISBN-13: 9783836606936
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 190 gr
  • ISBN-10: 3836606933
  • Publisher Date: 03 Dec 2007
  • Height: 210 mm
  • No of Pages: 136
  • Series Title: German
  • Sub Title: Status Quo und Implikation
  • Width: 148 mm


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