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Optimierung kundenbezogener Geschäftsprozesse durch die systematische Einführung von Customer Relationship Management

Optimierung kundenbezogener Geschäftsprozesse durch die systematische Einführung von Customer Relationship Management

          
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About the Book

Inhaltsangabe: Einleitung: Customer Relationship Management (CRM) gehört gegenwärtig zu den meist verwendeten Begriffen in der Strategiediskussion der Unternehmen. Steigende Kundenanforderungen bei sinkender Loyalität zwingen die Unternehmen, ihre Geschäftsmodelle neu zu überdenken. Im Zuge des Hyperwettbewerbs wird der Kunde zum wichtigsten Faktor unternehmerischen Erfolgs. Mit der Kundenorientierung ist die Prozessorientierung eng verbunden. Der starre Aufbau einer klassisch funktionalen Organisation wird den neuen Anforderungen nicht mehr gerecht. Die aktuellen Entwicklungen in der Informationstechnik führen zu einer „Renaissance der Ablauforganisation". Erstmalig wird eine vollständige Integration der vorhandenen Informationssysteme und damit eine einheitliche Sicht auf alle kunden-relevanten Daten im Unternehmen möglich. Dies ist die Grundlage für die Erstellung von optimal auf den Kunden ausgerichteten Wertschöpfungsketten. Unabhängige Studien weisen CRM-Systemen großen Erfolg in bezug auf das Kundenmanagement und den Return on Investment nach. Doch nur ein kleiner Prozentsatz der bereits implementierten CRM-Projekte kann als erfolgreich bezeichnet werden. Darüber hinaus sind nur wenige Unternehmen, die ein CRM eingesetzt haben, mit den Ergebnissen zufrieden. Bei einer Hinterfragung offenbart sich eine meist ungenügende Vorstellung von CRM, unklaren Erwartungen an die Systeme sowie mangelnde Planung der Einführung. Eine CRM-Einführung ist langwierig und teuer. Bei mehr als der Hälfte der Firmen dauerte sie mindestens zehn Monate. Die Investitionen in ein Projekt betragen in der Regel über € 1 Mio. Die Einführung von CRM verlangt aufgrund der Komplexität der Systeme, der damit verbundenen hohen Kosten und vor allem durch die zentrale Bedeutung des CRM für eine neue, kundenbezogene Unternehmensstrategie ein langfristig orientiertes, systematisches Vorgehen. Dadurch wird nicht nur das Investitionsrisiko begrenzt, sondern ein erfolgreicher Einsatz und ein Rückf


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Product Details
  • ISBN-13: 9783838671086
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Width: 148 mm
  • ISBN-10: 3838671082
  • Publisher Date: 13 Aug 2003
  • Height: 210 mm
  • No of Pages: 146
  • Series Title: German
  • Weight: 199 gr


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