A roadmap to a successful customer relationship transformation

Roux, Anton Louis (2002-12)

Thesis (MBA)--Stellenbosch University, 2002.

Thesis

ENGLISH ABSTRACT: The aim of this report was the evaluation of the current theoretical knowledge base and to use that to create and evaluate a technique or method to optimise the decision making processes at play in customer relationship management. The report contains much theory and discussions where attempts are made to address the primary problems that often come in the way of successful transformations. Rather than present empirical evidence in an attempt to prove one thing or the other, the focus is more conceptual in nature, but at the same time it is hoped that conceptual arguments put forth, stimulate lateral thought in this field. Initially the report supplies research on the global practises in use on the different dimensions that are relevant to customer relationship management. These dimensions, and the elements therein, are discussed in some transformation plans, which are then evaluated. By means of a survey under South African companies, the alignment between the national, and the international approaches to customer relationship management are discussed. Finally, an attempt is made to supply the reader with the valuable lessons that have already been learned, accompanied by a proposal on how a successful transformation can be managed.

AFRIKAANSE OPSOMMING: Die doelstelling van hierdie verslag was om die teoretiese kennisbasis wat tot dusver ontwikkel is in oënskou te neem en dan 'n tegniek of metode te ontwikkel en te evalueer om die besluitnemingsproses met betrekking tot die kliëntverhoudingsbestuur transformasie te optimaliseer. Die verslag bevat deurgaans 'n aansienlike hoeveelheid teorie en bespreking waar gepoog word om die primêre probleme wat op die weg van 'n suksesvolle transformasie lê, aan te spreek. Eerder as 'n suiwer empiriese studie wat poog om die een of ander teorie te bewys, is die fokus ietwat meer konseptueel van aard, maar daar word terselftertyd vertrou dat die konseptuele argumente wat aangevoer word, laterale denke sal stimuleer in hierdie veld. Die verslag doen aanvanklike navorsing oor die globale uitkyk op die verskillende dimensies wat op die kliëntverhoudingsbestuur veld van toepassing is. Hierdie dimensies, en die elemente daarin vervat, word dan in 'n paar transformasie planne geplaas en ge-evalueer. Deur middel van 'n ondersoek onder Suid-Afrikaanse maatskappye, word die belyning tussen die nasionale en die internasionale beskouings van kliëntverhoudingsbestuur bespreek. Daar word ten slotte gepoog om die waardevolle lesse wat reeds geleer is aan die leser beskikbaar te stel, tesame met 'n voorstel van hoe 'n suksesvolle transformasie bestuur kan word.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/52693
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