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Declaration Executive Summary 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. While the planning and implementation of the CRM projects are examined in this work, potential organisational problems and barriers methodischer ansatz master thesis presentation the attitude of involved employees are analyzed for each implementation phase.
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: 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.
List of abbreviations illustration not visible in this excerpt List of figures Figure 1: The CRM Process as a Hub of Applied Learning 1 Introduction From the business and international catastrophes of the past two years, a new information technology initiative has arisen.
It is called customer relationship management CRM and it is dedicated to improving through automated, especially Internet-driven, means the entire arena of customer service and interaction. The objective of CRM is to give customers satisfactory and pleasant experiences in doing business with an organisation.
Such experiences will result in more profitable business. In the application of CRM technology, techniques used by successful sales and marketing people become available to all employees.
A phased implementation process with careful planning may minimize many of the nightmares of adopting CRM systems, but the road to implementation will include barriers and problems. According to Chen and Popovich, CRM is not a concept that is really new but rather due to current development and benefits in information and organisation software technology, it has assumed practical importance.
The root of Customer Relationship Management is relationship marketing, which aims on improving the long term profitability of customers by moving away from product- centric marketing. Bose noted that CRM was invented because customers differ in their preferences and purchasing habits.
It must look at the whole process of what the firm is involved in, whether this is a product or a service drive organisation. It looks at ways to treat customers more as individuals and to exercise their choice positively towards the organisation.
Retaining customers and establishing customer loyalty are major objectives of CRM approaches.The Master Thesis PowerPoint Template is a research defense presentation.
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