Feasibility study of a customer relationship management system in a traditional German mid size trading company

Luhnen, Lennart (2005-12)

Thesis (MBA)--Stellenbosch University, 2005.

Thesis

ENGLISH ABSTRACT: This research report, "Feasibility study of a customer relationship management system in a traditional German mid size trading company", presents both a theoretical and practical overview of customer relationship management. The research methodologies used are described in the introductory chapter. The theoretical part of the report covers relevant customer relationship management theory, and defines and explains the principles of customer relationship management, including the objectives and the strategic intention ofthis approach. Furthermore, the building blocks of customer relationship management systems are explained in detail. In the latter part of the section on theory, managerial aspects like effectiveness, efficiency and the measurability of success with customer relationship systems are discussed. The theory part of this research project concludes with a chapter on the success factors of customer relationship management, describing important aspects of the integration of such a system. The practical part of this research project was conducted in co-operation with the chemical company Lehmann & Voss & Co in Hamburg, Germany. The company was able to provide a division that is interested in the management approach to customer relationship management. They were interested in establishing whether this management approach could be used to their advantage in business. The cooperation with this particular division is regarded as a pilotproject for customer relationship management by the company management. The practical part of this research report begins with general information about the company. Corporate culture, as well as the different aspects of the business, is described. This is followed by information about the division involved in this research project. Business processes, customer base and business performance are covered. In addition, a requirement profile for the division's customer relationship management has been created. This requirement profile is followed by a discussion of the systemic environment in which the company operates. Finally, a conclusion with recommendations for the company situation concerning customer relationship management has been established.

AFRIKAANSE OPSOMMING: Hierdie navorsing verslag met die titel "Feasibility study of a customer relationship management system in a traditional German mid size trading company" dek die teoretiese en praktiese deel ten opsigte van kliëntverhoudingsbestuur. Die navorsingsmetodiek word beskryf in die hoofstuk "Research Methodology". Die teoretiese deel dek die teorie van kliëntverhoudingsbestuur ten opsigte van alle belangrike aspekte van hierdie spesifieke bestuursbenadering. Dit verduidelik die definisie en die beginsels van kliëntverhoudingsbestuur insluitend die objektiewe en strategiese doel van die benadering. Verder meer, word die boublokke van 'n kliëntverhoudingsbestuurstelsel breedvoerig bespreek. In die laasgenoemde deel word die teoretiese bestuursaspekte, soos byvoorbeeld effektiewiteit, doeltreffenheid, en vergelyking van sukses met die kliëntverhoudingsbestuurstelsel bespreek. Die teoretiese deel van hierdie navorsingsprojek eindig met 'n hoofstuk oor die suksesfaktore van kliëntverhoudingsbestuur. Dit is 'n beskrywing van kritiese belangrike aspekte van die integrasie van so 'n stelsel. Die praktiese deel van hierdie navorsingsprojek is vasgestel in samewerking met die chemiese firma Lehmann & Voss & Co in Hamburg, Duitsland. Die firma was in staat om 'n afdeling wat belang het in bestuurs- en kliëntebenadering, beskikbaar te stel. Die belangrikheid is om die vraag te beantwoord of hierdie bestuursbenadering tot voordeel van die firma gebruik kan word. Die samewerking met hierdie besondere afdeling word beskou as 'n proef-projek vir kliëntverhoudingsbestuur . Die praktiese deel begin met algemene inligting ten opsigte van die firma. Korporatiewe kulture, sowel as verskeie aspekte van die besigheid, word beskryf. Die algemene inligting omtrent die firma word gevolg met inligting omtrent die betrokke afdeling wat saamwerk. Besigheidsprosedures, kliëntbasisse en besigheidsprosedure is gedek. Verder meer, is ook 'n studie uitgevoer om 'n behoefteprofiel op te stel vir kliëntverhoudingsbestuur in die spesifieke afdeling van die firma. Die profiel word opgevolg met 'n bespreking van die sistimatiese omgewing waarin die firm bedryf word. Ten slotte is 'n konklusie bereik met voorstelle vir die firma se spesifieke situasie ten opsigte van kliënteverhoudings.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/50355
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