{"product_id":"implementing-crm-systems-approaches-and-potential-problems-von-arend-grunewalder","title":"Implementing CRM systems","description":"\u003cp\u003eSeminar paper from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, University of applied sciences, Munich, course: Customer Relationship Management, language: English, abstract: Investing in information technology without relevant questions or a plan for application can lead to the development of a very expensive toy that offers no return on investment. While the planning and implementation of the CRM projects are examined in this work, potential organisational problems and barriers in the attitude of involved employees are analyzed for each implementation phase. The foundation of an accurate CRM implementation is the adoption of a firm¿s strategy that should be designed to optimize both profitability and customer satisfaction. Many organisations today have discovered it is a mistake to think about Customer\u003c\/p\u003e\u003cp\u003eRelationship Management (CRM) systems exclusively in technological terms. A\u003c\/p\u003e\u003cp\u003ecustomer focus without accurate information is similar to attempting to circumnavigate\u003c\/p\u003e\u003cp\u003ethe planet without a map.1 Investing in information technology without relevant\u003c\/p\u003e\u003cp\u003equestions or a plan for application can lead to the development of a very expensive toy\u003c\/p\u003e\u003cp\u003ethat offers no return on investment. While the planning and implementation of the CRM\u003c\/p\u003e\u003cp\u003eprojects are examined in this work, potential organisational problems and barriers in the\u003c\/p\u003e\u003cp\u003eattitude of involved employees are analyzed for each implementation phase. The\u003c\/p\u003e\u003cp\u003efoundation of an accurate CRM implementation is the adoption of a firm¿s strategy that\u003c\/p\u003e\u003cp\u003eshould be designed to optimize both profitability and customer satisfaction.\u003c\/p\u003e\u003cp\u003eTo realize CRM, organisations must foster behaviours and implement processes and\u003c\/p\u003e\u003cp\u003etechnologies which support coordinated customer interactions throughout all customer\u003c\/p\u003e\u003cp\u003echannels. In order to achieve this, organisations must develop the strategic and\u003c\/p\u003e\u003cp\u003efunctional components of the CRM projects. The implementation of a CRM strategy is\u003c\/p\u003e\u003cp\u003ea series of small projects. These projects are all identified when the strategy is defined,\u003c\/p\u003e\u003cp\u003eand they normally fall into the categories: developing a strategy, implementing\u003c\/p\u003e\u003cp\u003eoperational and analytical projects. If this is not done accurately and\/or there is lack of\u003c\/p\u003e\u003cp\u003emanagement understanding and commitment, the organisation can be exposed to\u003c\/p\u003e\u003cp\u003eproblems such as retention of employees or data quality problems. The organisation is\u003c\/p\u003e\u003cp\u003ethus not in a position to initiate the desired customer relationship and to increase\u003c\/p\u003e\u003cp\u003erevenues while at the same time reducing costs.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783640111190\"\u003e\u003ch3\u003eApproaches and potential problems\u003c\/h3\u003e\u003c\/div\u003e","brand":"Libri","offers":[{"title":"Softcover - 9783640111190","offer_id":39440648732765,"sku":"9783640111190","price":18.95,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/87d72ddf-2c78-418b-82a8-ef6c63ea41f8.jpg?v=1777611194","url":"https:\/\/shop.autorenwelt.de\/products\/implementing-crm-systems-approaches-and-potential-problems-von-arend-grunewalder","provider":"Autorenwelt Shop","version":"1.0","type":"link"}