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Controlling Von Customer Relationship Management-Projekten - Informationsgrundlagen Zur Steuerung Und Bewertung Von Crm-Projekten -

Controlling Von Customer Relationship Management-Projekten - Informationsgrundlagen Zur Steuerung Und Bewertung Von Crm-Projekten -

          
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About the Book

Das Erfolgspotenzial von CRM bleibt nach wie vor unangefochten, und wird von immer mehr Unternehmen erkannt. Gedampft wird die anfangliche Euphorie jedoch zunehmend durch nicht erfullte Erwartungen an die CRM-Einfuhrung, die sich v.a. in nicht oder kaum eingetretenen Unternehmenswertsteigerungen offenbaren. Als Hauptursache kann hierbei das Fehlen eines umfassenden Controlling- und damit Steuerungswerkzeuges fur CRM-Projekte identifiziert werden. Ziel der vorliegen Arbeit war daher, die Praxis gezielt durch die Entwicklung eines integrierten und operationalen CRM-Controlling-Instrumentariums zu unterstutzen um dadurch die Erfolgsquote von CRM-Projekten zu steigern. Aufbauend auf praktischen Erkenntnissen eines Workshops mit namhaften Vertretern der Unternehmenspraxis einerseits sowie einer theoretischen Analyse der gesamten CRM-Wirkungskette andererseits entwickelte Martina Kammerer eine umfassende CRM-Scorecard zur Steuerung und Bewertung von CRM-Projekten. Diese enthalt eine Vielzahl aussagekraftiger Kennzahlen zur Operationalisierung der gesamten Wirkungskette, aus der Unternehmen die fur das eigene CRM-Projekt geeigneten selektieren konnen. Insbesondere im Hinblick auf das das CRM-Controlling dominierende Problem der Zurechenbarkeit der im Unternehmen eingetretenen Veranderungen auf das CRM-Projekt wurden im Anschluss theoretische und empirische Fundierungen fur die wichtigsten Wirkungsbeziehungen zwischen Teilelementen der Scorecard vorgestellt. Zusatzlich sind die Ergebnisse einer Umfrage bei CRM-anwendenden Unternehmen in die Arbeit eingeflossen, um aus der Praxis erfolgreiche CRM-Controlling-Massnahmen zu identifizieren und dadurch konkrete Handlungsempfehlungen ableiten zu konnen. Um den Aufwand zur unternehmensindividuellen Adaption und Implementierung der entwickelten CRM-Scorecard sowie zur kontinuierlichen Pflege des CRM-Controllings weiter zu reduzieren, wurde die Scorecard im Anschluss in Microsoft CRM umgesetzt. Das Ergebnis ermoglicht ein umfassendes und zugleich weitgehend automatisiertes Controlling der gesamten CRM-Wirkungskette im Hinblick auf eine erfolgsoptimierende und zugleich wirtschaftliche Steuerung des CRM.


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Product Details
  • ISBN-13: 9783832510114
  • Publisher: Logos Verlag Berlin
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 0 mm
  • Width: 145 mm
  • ISBN-10: 3832510117
  • Publisher Date: 30 Sep 2005
  • Height: 210 mm
  • No of Pages: 327
  • Series Title: German
  • Weight: 700 gr


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