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Mobiles Customer Relationship Management (M-CRM) - Das Handy als Instrument zur Kundeninteraktion und -bindung im Endverbrauchergeschäft: Chancen - Risiken - Anwendungen - Perspektiven

Mobiles Customer Relationship Management (M-CRM) - Das Handy als Instrument zur Kundeninteraktion und -bindung im Endverbrauchergeschäft: Chancen - Risiken - Anwendungen - Perspektiven

          
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About the Book

Inhaltsangabe: Einleitung: Zahlreiche Veröffentlichungen haben sich in den vergangenen Jahren mit Customer Relationship Management (CRM) auseinandergesetzt. Dabei eröffnen moderne Informations- und Kommunikationstechnologien den Anbietern neue Möglichkeiten für eine professionelle Betreuung des Verbrauchers und können dazu beitragen, die Kundenzufriedenheit und -bindung zu erhöhen. So lässt sich erst mit dem Internet eine individuelle Konsumentenansprache im Massenmarkt realisieren. Der Zugang zum Internet erfolgt bisher im Normalfall über einen PC, doch einen solchen besaßen Ende 2000 nur rund 34 Prozent der deutschen Bevölkerung (vgl. INFRATEST BURKE 2001). Selbst wenn man den Internetzugang am Arbeitsplatz hinzurechnet, bleibt ein großer Teil der Kundschaft also weitgehend unerreicht von den elektronischen CRM-Anstrengungen der Anbieter. Fast doppelt so hoch wie die Zahl der PC Besitzer ist bereits heute die der Mobilfunkanschlüsse - über 60 Prozent der Deutschen haben mindestens ein Handy. Kein anderes technisches Gerät hat sich in den letzten Jahren so rasant und konsequent zum Massenmarkt- und Lifestyleprodukt entwickelt. Entsprechend euphorisch sind die Zukunftsszenarien, die sich mit dem Handy verbinden - der ubiquitären Sprachtelefonie soll nun das allgegenwärtige Internet folgen. Die heutige WAP-Technologie zur Übertragung speziell programmierter Internetseiten auf das Mobiltelefon ist zwar noch unausgereift, doch erwarten Experten, dass im Jahr 2005 mehr Menschen vom Handy aus auf das Internet zugreifen als von einem PC. Solche Zahlen und Prognosen machen das Mobiltelefon zu einem interessanten Kundeninteraktionskanal im Rahmen des CRM. Darüber hinaus können mit mobilen Technologien die Nähe zum Kunden und die Individualisierung der Ansprache gegenüber dem stationären Internet noch gesteigert werden: Theoretisch ist der Verbraucher nun 24 Stunden am Tag erreichbar. Zudem lässt sich über das Handy der Aufenthaltsort des Kunden ermitteln, so dass ihm Unte


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Product Details
  • ISBN-13: 9783838645612
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 195 gr
  • ISBN-10: 3838645618
  • Publisher Date: 02 Oct 2001
  • Height: 210 mm
  • No of Pages: 142
  • Series Title: German
  • Sub Title: Chancen - Risiken - Anwendungen - Perspektiven
  • Width: 148 mm


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Mobiles Customer Relationship Management (M-CRM) - Das Handy als Instrument zur Kundeninteraktion und -bindung im Endverbrauchergeschäft: Chancen - Risiken - Anwendungen - Perspektiven
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