The role of CRM within corporate strategy

The role of CRM within corporate strategy

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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 questionnaire15 2.4.1Requirements15 2.4.2Structure16 2.5Measurement17 2.5.1Validity17 validity17 validity18 2.5.2Reliability18 2.5.3Practicality18 2.5.4Validity, reliability, and practicality of our research paper18 2.6Limitations, obstacles, and constraints20 3.Theoretical Framework24 3.1Definitions25 3.1.1What is a strategy? What is the use of it?26 3.1.2Types of strategies28 3.1.3Goals as basic function29 3.1.4Analysis models31 3.2Factors of influence during the strategy development34 3.2.1Information basis - determinants and interdependences34 3.2.2Dangers and their meeting mechanisms36 3.3CRM39 3.3.1What is Customer Relationship Management (CRM) all about Definition of CRM39 3.3.2What is the goal of CRM?40 3.3.3The classic market relationship45 3.3.4Customer loyalty47 3.4Strategy and CRM49 3.4.1CRM as a strategic competitive advantage49 3.4.2The customer50 4.Empirical Studies52 4.1Question 152 4.2Question 252 4.3Question 353 4.4Question 453 4.5Question 554 4.6Question 654 4.7Question 755 4.8Question 856 4.9Question 956 4.10Question 1057 4.11Supplement57 5.Analysis59 5.1Customer orientation and customer satisfaction/loyalty59 5.2Responsibility within the organization60 5.3Strategic element and corporate communication60 5.4Relationship approach61 6.Conclusion and Reflections62 6.1Conclusion62 6.2Reflections63 7.List of References64 7.1Books, Magazines, Articles64 7.2Internet Pages66 Appendix 1Secondary Data Search68 Appendix 2Examples of a customer experiences with customer services69 Appendix 3Introduction Letter (English)71 Appendix 4Introduction Letter (German)72 Appendix 5Questionnaire (English)73 Appendix 6Questionnaire (German)76They initiate the first contact with a customer, consult and help as well as provide them with product information and finally close the deal. ... Two customers were bad treated in a hotel and turned their experiences into a PowerPoint- presentation and sent it to the hoteliers as well as to their friends with the ... 77- 102 45Adopted from BRAND EINS number 9 2003 46Adopted from www. 44.

Title:The role of CRM within corporate strategy
Author: Jörg Pfeiffenbrück - 2005-01-27

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