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Customer Relationship Management: Vorschläge zur Optimierung von CRM-Systemen

Customer Relationship Management: Vorschläge zur Optimierung von CRM-Systemen

          
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About the Book

Der verschärfte Wettbewerb in globalen Märkten und zunehmende Umsatzrückgänge in den Unternehmen waren der Ausgangspunkt für Überlegungen, wie Geschäftserfolge langfristig durch verbesserte Kundenbeziehungen gesichert werden können. Kein anderer Bereich in einem Unternehmen ist einem regelmäßigen Erfolgsdruck so ausgesetzt wie der Vertrieb. In den letzten Jahren vollzog sich daher ein Paradigmenwechsel des Massenmarketings hin zum Direktmarketing. Statt Kunden für Produkte heißt es mittlerweile Produkte für den Kunden finden. Es empfiehlt sich eher wenige, dafür aber lohnende Kunden zu besitzen. Der einmalige Verkauf eines Produktes oder Dienstleistung soll daher nicht als Abschluss eines Geschäftes, sondern als Beginn einer möglichst langfristigen und profitablen Kundenbeziehung verstanden werden, um darüber hinaus einen Wettbewerbsvorteil gegenüber der Konkurrenz erzielen zu können. Hilfreich dazu ist der Einsatz des Customer Relationship Management (CRM). CRM ist eine ganzheitliche, strategische Unternehmensphilosophie, die den systematischen Aufbau und die konsequente Fortführung von Kundenbeziehungen in den Mittelpunkt der Geschäftsprozesse stellt. Es betrifft alle Unternehmensbereiche mit Kundenkontakt, vor allem Marketing, Vertrieb und Service und sollte sämtliche Kommunikationskanäle, die den Kunden betreffen, zusammenführen. Zunächst werden deshalb theoretische Grundlagen von CRM vermittelt und die Komponenten eines CRM-Systems und analytische Informationssysteme dargestellt und erläutert. Daran anschließend werden wichtige Ziele und Möglichkeiten von CRM aufgeführt. Das Ziel dieser Arbeit besteht zum einen darin, die Gründe für das häufige Scheitern von CRM-Systemen zu ermitteln und zum anderen, ein Soll-Profil anzufertigen, um damit aufzuzeigen, was CRM-Systeme strategisch leisten müssen, um Kundenbeziehungen erfolgreich gestalten zu können. Darüber hinaus werden Ansatzpunkte zur Optimierung einer CRM-Implementierung dargestellt.


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Product Details
  • ISBN-13: 9783954851157
  • Publisher: Igel Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Vorschläge zur Optimierung von CRM-Systemen
  • Width: 178 mm
  • ISBN-10: 3954851156
  • Publisher Date: 10 Jul 2014
  • Height: 254 mm
  • No of Pages: 86
  • Spine Width: 5 mm
  • Weight: 163 gr


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