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Mobile CRM - Nutzung mobiler Technologien im Customer Relationship Management

Mobile CRM - Nutzung mobiler Technologien im Customer Relationship Management

          
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About the Book

Das CRM (Customer Relationship Management) hat in den letzten Jahren weitläufig Einzug in die Unternehmen gefunden. Der zugrundeliegende Managementansatz beruht auf der Prämisse, langfristige Beziehungen zu den Kunden aufzubauen, statt auf transaktionale Geschäftsbeziehungen zu setzen. Auf dem Markt bieten zahlreiche Hersteller CRM Systeme an. Die Marktdurchdringung ist in diesem Bereich hoch und die Software in der Regel ausgereift. Außerdem gab es eine rasante Entwicklung im Bereich der mobilen Endgeräte. Diese sind kleiner, leistungsfähiger und zuverlässiger geworden als je zuvor. Endgeräte wie das BlackBerry von RIM haben längst den Einzug in den Unternehmensalltag gehalten. Daher ist es aus Unternehmenssicht möglich, den technischen Fortschritt in diesen Bereichen für sich zu nutzen, und mit Mobile CRM die Prozesse des Kundenbeziehungsmanagements zu unterstützen. Genauso hat es im Bereich der Endkunden ebenfalls Veränderungen gegebenen: Das Mobiltelefon ist zu einem Alltagsgegenstand geworden und der Verkauf von Smartphones wie dem IPhone boomt. Dadurch bekommen Unternehmen die Chance, die Kunden auf diesen neuen Kanälen anzusprechen. Auch in diesem Bereich liegen die Potentiale des mobilen CRMs. Ziel dieses Buches ist es zum einen, die theoretischen Grundlagen des Mobile CRM auf Smartphones und Tablets darzustellen. Eine Nutzwertanalyse gibt einen vergleichenden Überblick über drei CRM Systeme. Die erarbeiteten Grundlagen werden auf praxisnahe Szenarien angewendet, wobei für die konkreten Lösungen das Potential für Unternehmen sowie die mobilen Mehrwerte bestimmt werden. In einer Fallstudie wird die Umsetzbarkeit des mobilen CRM anhand beispielhafter Anforderungen anhand des CRM Systems SugarCRM untersucht und anschließend bewertet. Am Ende der Ausarbeitung werden die gewonnen Erkenntnisse in kompakter Form gegenübergestellt.
About the Author: Fabian Heidenstecker, B. Sc. (Wirtschaftsinformatik) wurde 1979 in Frankfurt am Main geboren. Nach seiner Ausbildung zum Informatikkaufmann studierte er an der Fachhochschule für Oekonomie und Management in Duisburg Wirtschaftsinformatik und schloss das berufsbegleitende Studium im Jahre 2011 erfolgreich ab. Seine Studienschwerpunkte bildeten dabei die Themen E-Commerce und Mobile Computing. Nach seiner Ausbildung arbeitete der Autor in IT Abteilungen namhafter Konzerne und war unter anderem beteiligt an der Einführung von international eingesetzten CRM Systemen.


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Product Details
  • ISBN-13: 9783954850181
  • Publisher: Igel Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 178 mm
  • ISBN-10: 3954850184
  • Publisher Date: 10 Apr 2014
  • Height: 254 mm
  • No of Pages: 114
  • Series Title: German
  • Weight: 213 gr


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