Customer relationship management in the Internet era : a guide for SMEs in the field of software-based CRM

Mentz, Oliver (2003-03)

Thesis (MBA)--Stellenbosch University, 2003.

Thesis

ENGLISH ABSTRACT: The competitive situation in all markets is becoming stronger, and intemationalisation, deregulation, shorter innovation cycles, and the increasingly technical similarity of products is further intensifying competition. There is a growing need for companies to find new ways to be able to compete in the market. It is especially true for small and medium-sized enterprises, with little financial and human resources, as it is essential in order to compete with larger organisations. The new hype around customer relationship management (CRM) arose recently with the rapid developments in information technology (IT). Today when spoken about CRM almost always the discussion is about a software application. This work wants to give a broad overview of the concepts of customer relationship management and what it entails, including a definition, objectives and measurements. Other important issues, like privacy, around CRM are looked at as well and the link between CRM and IT is explained. One section of this document comprises a closer look on the software applications that are available. The evaluation of real life examples in the form of case studies led to an implementation framework that is especially suited for small and medium-sized enterprises. There are some important factors regarding the implementation that businesses have to make considerations for. Many things can go wrong, however, the success will compensate for everything. This work is explaining the key factors for a successful implementation and gives reasons why many CRM projects fail. Finally, there is an outlook on future developments in the field of CRM.

AFRIKAANSE OPSOMMING: Die kompeterende situasie in alle markte raak sterker, en internasionalisering, deregulasie, korter innoverings-siklusse en die verhoogde tegniese ooreenkomste van produkte verhoog kompetisie verder. Daar is 'n groeiende behoefte vir maatskappye om nuwe maniere te vind om te kan kompeteer in die mark. Dit is veral waar vir klein en medium-grootte ondernemings, met klein finansiële en menslike hulpbronne, en dit is onontbeerlik om te kan kompeteer met groter organisasies. Die nuwe reklame rondom kliënte verhoudingsbestuur het onlangs onstaan met die vinnige ontwikkelings in inligtingstegnologie. Wanneer daar vandag gepraat word van kliënte verhoudingsbestuur, gaan die bespreking byna altyd oor die sagteware aanwendings/toepassings. Hierdie werke wil 'n wye oorsig bied van die konsep van kliënte verhoudingsbestuur en wat dit behels, insluitende 'n definisie, doelwitte en maatstawwe. Ander belangrike punte, soos privaatheid rondom kliënte verhoudingsbestuur word ook na gekyk, sowel as die skakel tussen kliënte verhoudingsbestuur en inligtingstegnologie word bespreek. Een afdeling van hierdie dokument bestaan uit 'n meer gedetailleerde kykie na die sagteware toepassings wat beskikbaar is. Die evaluasie van werklike voorbeelde in die vorm van gevallestudies het gelei na die implementasie raamwerk wat veral geskik is vir klein en medium-grootte ondernemings. Daar is sommige belangrike faktore aangaande die implimentering, wat besighede in oorweging moet bring. Baie dinge kan verkeerd gaan, alhoewel die sukses sal opmaak vir alles. Hierdie werke verduidelik die sleutelfaktore vir 'n suksesvolle implimentasie, en bied redes waarom baie kliënte verhoudingsbestuursprojekte faal. Laastens, is daar ook die vooruitsig van toekomstige ontwikkelings in die veld van kliënte verhoudingsbestuur.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/53343
This item appears in the following collections: