Customer Relationship Management
Subtitle: Electronic Customer Care in the New Economy
By: by Andreas Muther
Publisher: Springer Berlin Heidelberg
Published: 2002
Place of publication: Berlin, Heidelberg
Language: eng
Format: [electronic resource] :
Number of pages: 138
ISBN-13: 9783642625435; 9783642562228
Subjects: Marketing; Industrial management; Economics
Description: Under the term Customer Relationship Management (CRM), companies such as SAP, Siebel Systems or E.piphany offer software solutions to optimize customer-facing processes. Business units responsible for the implementation of CRM software are in many cases relatively inexperienced in the reorganization of these processes. It is important for them to consider the needs of their customers as a whole. This book describes the customer relatioship using the concept of the Customer Buying Cycle, thereby creating a neutral orientation framework for CRM projects. For each phase of the Customer Buying Cycle it shows how Information Technologies can be used to generate benefits either for the customer or for the company that implements the CRM tools. This book includes many case studies exemplifying how CRM is realized in the practical business world.
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Table of contents: title: Introduction; title: ECC Fundamentals; title: ECC Information Technologies; title: Trends in the Supplier-Customer Relationship; title: Criteria for Successful ECC Solutions; title: Summary and Overview CRM Market; title: Appendix I: The ECC Database; title: Appendix II: The ECC Interviews.