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CRM Systems in Industrial Companies

Intra- and Inter-Organizational Effects

CRM Systems in Industrial Companies contributes new knowledge on Customer Relationship Management (CRM) in the field of industrial marketing. Based on an in-depth case study, this book highlights the complexity and challenges in the development, implementation and use of CRM, revealing how truly challenging it is to extract value from CRM systems.

Based on an in-depth case study, this book highlights the complexity and challenges in the development, implementation and use of CRM, revealing how truly challenging it is to extract value from CRM systems.

The Dark Side of CRM

Customers, Relationships and Management

Customers are treated badly. Not all customers. Not always. But many are and often. Some customers are bad. They treat firms badly. Firms have to react. Employees and customers endure the consequences. Such bad behaviours, by firms and customers, have consequences for perceptions of trust and fairness, for endorsements and referrals, for repeat purchasing and loyalty, and ultimately for a firm’s profitability and RoI. The management of customer relationships is core to the success and even survival of the firm. As The Dark Side of CRM explores, this is an area fraught with difficulties, duplicitous practice and undesirable behaviours. These need acknowledging, mitigating and controlling. This book is the first of its kind to define these dark sides, exploring also how firms and policy-makers might address such behaviours and manage them successfully. With contributions from many of the leading exponents globally of CRM and understanding customers, The Dark Side of CRM is essential reading for students, researchers and practitioners interested in managing customers, relationship marketing and CRM, as well as social media and marketing strategy.

Customers are treated badly. Not all customers. Not always. But many are and often. Some customers are bad. They treat firms badly. Firms have to react. Employees and customers endure the consequences.

Implementing CRM systems

Approaches and potential problems

Seminar paper from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, University of applied sciences, Munich, course: Customer Relationship Management, 7 entries in the bibliography, language: English, abstract: Investing in information technology without relevant questions or a plan for application can lead to the development of a very expensive toy that offers no return on investment. While the planning and implementation of the CRM projects are examined in this work, potential organisational problems and barriers in the attitude of involved employees are analyzed for each implementation phase. The foundation of an accurate CRM implementation is the adoption of a firm’s strategy that should be designed to optimize both profitability and customer satisfaction. Many organisations today have discovered it is a mistake to think about Customer Relationship Management (CRM) systems exclusively in technological terms. A customer focus without accurate information is similar to attempting to circumnavigate the planet without a map.1 Investing in information technology without relevant questions or a plan for application can lead to the development of a very expensive toy that offers no return on investment. While the planning and implementation of the CRM projects are examined in this work, potential organisational problems and barriers in the attitude of involved employees are analyzed for each implementation phase. The foundation of an accurate CRM implementation is the adoption of a firm’s strategy that should be designed to optimize both profitability and customer satisfaction. To realize CRM, organisations must foster behaviours and implement processes and technologies which support coordinated customer interactions throughout all customer channels. In order to achieve this, organisations must develop the strategic and functional components of the CRM projects. The implementation of a CRM strategy is a series of small projects. These projects are all identified when the strategy is defined, and they normally fall into the categories: developing a strategy, implementing operational and analytical projects. If this is not done accurately and/or there is lack of management understanding and commitment, the organisation can be exposed to problems such as retention of employees or data quality problems. The organisation is thus not in a position to initiate the desired customer relationship and to increase revenues while at the same time reducing costs.

If this is not done accurately and/or there is lack of management understanding and commitment, the organisation can be exposed to problems such as retention of employees or data quality problems.

Analytical CRM

Developing and Maintaining Profitable Customer Relationships in Non-Contractual Settings

Using empirical analyses on the basis of sound theoretical foundations, Markus Wübben shows how customer relationships can be broadened, i.e., how customers’ cross-buying behavior can be stimulated and how customers’ relationship length and depth, meaning customers’ activity and purchase-levels, can be predicted.

This is a common scenario for many businesses such as retailers, hotels, and airlines.

The role of CRM within corporate strategy

A general analysis

Inhaltsangabe:Abstract: Doing business is easy. Doing business successfully is difficult. Doing business successfully in the long run is a real challenge to management and employees. Companies are driven by the pursuit for growth, and profitability. The increasing globalization process is creating fierce competition. The need for a clear strategy, a guideline is essential to succeed permanently. This means to shift the concentration from short term objectives to long term ones, based on the main determents of success the customer. The purpose is to find out whether companies are putting strategic emphasis on Customer Relationship Management (CRM), that is, if companies perceive CRM as an important part of their strategy in general or if CRM is an unused tool and is given less intention. Two parts a theoretical and an empirical one are the main components of this thesis. The theoretical part covers three important issues strategy, CRM and the combined view on both single parts. The empirical study is based on a quantitative method a questionnaire containing 10 general questions regarding CRM and strategy which includes the response of 106 companies mainly from Sweden and Germany. Stating to be customer oriented is only one thing of the medal. To obtain and to maintain customer focus when doing business is far more difficult. It demands understanding of the complexity, commitment, expertise and time. Obstacles derive from a false interpretation of what customer-led means, from reluctance to change, a lack of communication, and eagerness. Without having a strategy it is nearly impossible to be accomplished. The successful alignment of CRM components and other strategic issues to one viable corporate strategy is essential for future success. This includes constant innovation, foresight, and freedom of mind and thoughts. Inhaltsverzeichnis:Table of Contents: Abstract2 Introduction2 Purpose2 Method2 Analysis and conclusions3 Table of Content4 Table of figures and tables6 1.Introduction7 1.1Background7 1.2Problem discussion8 1.3Purpose9 1.4Limitations9 1.5Disposition9 2.Methodology11 2.1Scientific approach11 2.1.1Induction11 2.1.2Deduction11 2.1.3Our approach11 2.2Research method11 2.2.1Qualitative12 2.2.2Quantitative12 2.2.3Our method12 2.3Method for collecting data13 2.3.1Secondary data13 2.3.2Primary data15 2.3.3Our data collection15 2.4The [...]

Inhaltsangabe:Abstract: Doing business is easy.

CRM For Dummies

Save time, save money, and grow your business with more effective CRM CRM For Dummies is the small business leader's guide to managing customer interactions. Customer relationship management is a critical part of any business, and it encompasses everything from business strategy and HR to sales, marketing, events, and more. Solutions exist for businesses of any size, but how do you know which one is right for you? What features do you need? Do you have the people and processes in place to get the most out of whichever one you choose? This book is designed to help business leaders better understand effective CRM and identify the right solution for their business—but it's about much more than software; effective CRM requires appropriate team structures, intradepartmental collaboration, and process efficiency. Packed with tactics and strategies that will save your company thousands of dollars and man-hours, these chapters answer the most pressing questions that will make the biggest impact on your sales. Building relationships with current and future customers is the critical point of business. This book helps you bring sales, marketing, and operations together to work toward that common goal, and shows you the tools and techniques that make your efforts more effective. Define your market segments, buyer personas, and voice Build an effective internal structure, and choose the right CRM solution Optimize leads and conduct effective email marketing Streamline processes, automate where possible, and employ analytics Your customers are the lifeblood of your company; you need to reach them, engage them, and retain them—without wasting precious time or money. CRM For Dummies gets you up to speed on the latest, most effective CRM tools and techniques to help your business succeed.

This book is designed to help business leaders better understand effective CRM and identify the right solution for their business—but it's about much more than software; effective CRM requires appropriate team structures, ...

Crm Customer Relationship Management Standard Requirements

Is the CRM customer relationship management process severely broken such that a re-design is necessary? Who is responsible for ensuring appropriate resources (time, people and money) are allocated to CRM customer relationship management? What are the barriers to increased CRM customer relationship management production? What would happen if CRM customer relationship management weren't done? Is maximizing CRM customer relationship management protection the same as minimizing CRM customer relationship management loss? Defining, designing, creating, and implementing a process to solve a challenge or meet an objective is the most valuable role... In EVERY group, company, organization and department. Unless you are talking a one-time, single-use project, there should be a process. Whether that process is managed and implemented by humans, AI, or a combination of the two, it needs to be designed by someone with a complex enough perspective to ask the right questions. Someone capable of asking the right questions and step back and say, 'What are we really trying to accomplish here? And is there a different way to look at it?' This Self-Assessment empowers people to do just that - whether their title is entrepreneur, manager, consultant, (Vice-)President, CxO etc... - they are the people who rule the future. They are the person who asks the right questions to make CRM customer relationship management investments work better. This CRM customer relationship management All-Inclusive Self-Assessment enables You to be that person. All the tools you need to an in-depth CRM customer relationship management Self-Assessment. Featuring 668 new and updated case-based questions, organized into seven core areas of process design, this Self-Assessment will help you identify areas in which CRM customer relationship management improvements can be made. In using the questions you will be better able to: - diagnose CRM customer relationship management projects, initiatives, organizations, businesses and processes using accepted diagnostic standards and practices - implement evidence-based best practice strategies aligned with overall goals - integrate recent advances in CRM customer relationship management and process design strategies into practice according to best practice guidelines Using a Self-Assessment tool known as the CRM customer relationship management Scorecard, you will develop a clear picture of which CRM customer relationship management areas need attention. Your purchase includes access details to the CRM customer relationship management self-assessment dashboard download which gives you your dynamically prioritized projects-ready tool and shows your organization exactly what to do next. You will receive the following contents with New and Updated specific criteria: - The latest quick edition of the book in PDF - The latest complete edition of the book in PDF, which criteria correspond to the criteria in... - The Self-Assessment Excel Dashboard, and... - Example pre-filled Self-Assessment Excel Dashboard to get familiar with results generation ...plus an extra, special, resource that helps you with project managing. INCLUDES LIFETIME SELF ASSESSMENT UPDATES Every self assessment comes with Lifetime Updates and Lifetime Free Updated Books. Lifetime Updates is an industry-first feature which allows you to receive verified self assessment updates, ensuring you always have the most accurate information at your fingertips.

You will receive the following contents with New and Updated specific criteria: - The latest quick edition of the book in PDF - The latest complete edition of the book in PDF, which criteria correspond to the criteria in.

Factors Impacting Customer Relationship Performance in Social CRM

Case Study: Saipa Automotive Company

Research Paper (undergraduate) from the year 2020 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: A++, , course: Customer Relationship Performance in Social CRM, language: English, abstract: Customer relationship performance results from the successful implementation of CRM, which leads to effective and efficient marketing activities, gaining a competitive advantage, customer loyalty, and ultimately company performance. This study examined customer relationship orientation and CRM capabilities and value creation methods in social networks on customer relationship performance. We used a structured questionnaire to measure the research variables, and the statistical population was the Saipa company's managers in 2020. A structural equation modeling based on linear regression calculation between different variables is used to investigate the relationship between the hypotheses. The study results indicate a significant effect of customer relationship orientation, value creation methods, use of social media, and social information processing on customer relationship performance. Also, customer relationship performance has a significant effect on company performance, while CRM and customer relationship orientation's social capabilities do not.

Research Paper (undergraduate) from the year 2020 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: A++, , course: Customer Relationship Performance in Social CRM, language: English, abstract: ...

Selection of CRM software for the event sector

Using the example of the German event management company XYZ

Master's Thesis from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A- (1,5), University of Birmingham (University College Birmingham), language: English, abstract: This study was undertaken to recommend a suitable customer relationship management (CRM) software for the German event agency XYZ. For this reason three different CRM software products were evaluated. Four research objectives were established to achieve the aim. They were the principles of customer relationship management; the benefits and problems connected with the implementation of CRM; the importance of measures to get loyal customers and a comparison of different software products with regard to different criteria. Using the case study strategy including secondary research methods the researcher was able to answer the research objectives and the aim. The main sources used in this investigation were secondary sources due to the large number of information available in these sources. Prior the development of an assessment schematic was necessary to evaluate the credibility of these sources. Personal experience with CRM, the current importance of this topic and the gap in the event based literature motivated the researcher to undertake this study. The findings indicated that the competitive environment in which small and medium enterprises operate make it necessary to implement a good working CRM system to identify potential customers who might become loyal. Indeed, a universal definition of terms such as CRM, customer satisfaction and loyalty is missing or the terms are not clearly defined. Findings also revealed that there is still a gap in literature concerning CRM within the event industry, especially within event management companies. The number of data concerning aspects such as competition and customer orientation regarding to event management companies is also rare or missing. Beside these limitations, research indicates that the market of CRM software products is growing. Especially web based CRM solutions such as on-demand software have become more popular in the last few years, due to the mostly unproblematic implementation and the lower price of these products compared to traditional software packages. Recommendations for further research include a deeper analysis of CRM within the events industry and a clear definition of terms which are connected with CRM such as customer satisfaction and customer loyalty. More information on customer orientation, customer loyalty and competitiveness especially within event management companies would help to establish a more precise catalogue of software selection criteria.

Master's Thesis from the year 2009 in the subject Business economics - Offline Marketing and Online Marketing, grade: A- (1,5), University of Birmingham (University College Birmingham), language: English, abstract: This study was undertaken ...

CRM Automation

In CRM Automation, one of the world's leading CRM experts delivers hands-on guidance for every phase of your CRM initiative: goal-setting, process review, vendor selection, implementation, rollout, support, and administration. Drawing on 18 years of experience with more than 300 enterprise deployments, Barton Goldenberg offers a start-to-finish implementation blueprint covering every customer-focused business function: marketing, sales, customer service, field support, and beyond.

"This is the only book on CRM that has made it to my credenza." --Stan Davis, Author of Blur and Lessons from the Future "CRM Automation is a blueprint for a successful CRM implementation.