World Academy of Science, Engineering and Technology
Published May 22, 2008 | Version 2036
Journal article Open

The Functionality and Usage of CRM Systems

Authors/Creators

Description

Modern information and communication technologies offer a variety of support options for the efficient handling of customer relationships. CRM systems have been developed, which are designed to support the processes in the areas of marketing, sales and service. Along with technological progress, CRM systems are constantly changing, i.e. the systems are continually enhanced by new functions. However, not all functions are suitable for every company because of different frameworks and business processes. In this context the question arises whether or not CRM systems are widely used in Austrian companies and which business processes are most frequently supported by CRM systems. This paper aims to shed light on the popularity of CRM systems in Austrian companies in general and the use of different functions to support their daily business. First of all, the paper provides a theoretical overview of the structure of modern CRM systems and proposes a categorization of currently available software functionality for collaborative, operational and analytical CRM processes, which provides the theoretical background for the empirical study. Apart from these theoretical considerations, the paper presents the empirical results of a field survey on the use of CRM systems in Austrian companies and analyzes its findings.

Files

2036.pdf

Files (154.3 kB)

Name Size
md5:ce0bb65e41dbbe0724ce91a484c81f37
154.3 kB Preview Download

Additional details

References

  • Ahearne, M., Hughes, D. E., Schillewaert, N., "Why sales reps should welcome information technology: Measuring the impact of CRM-based IT on sales effectiveness", in Intern. J. of Research in Marketing, vol. 24, 2007, pp. 336-349.
  • Alferoff, C., Knights, D., ÔÇ×Customer relationship mangement in call centers: The uneasy process of re(form)ing the subject through the ÔÇÜpeople-by-numbersÔÇÿ approach", in Information and Organization, vol. 18, 2008, pp. 29-50.
  • Amberg, M., "Basistechnologien von CRM-Systemen", in IT-Systeme im CRM - Aufbau und Potentiale, Hippner, H., Wilde, K. D., Ed. Wiesbaden: Gabler Verlag, 2004, pp. 43-73.
  • Amberg, M., Schumacher, J., ÔÇ×CRM-Systeme und Basistechnologien", in CRM-Systeme mit EAI, Meyer, M., Ed. Braunschweig/Wiesbaden: Vieweg Verlag, 2002, pp. 21-59.
  • Anderson, J. L., Jolly, L. D., Fairhurst, A. E., ÔÇ×Customer relationship management in retailing: A content analysis of retail trade journals", in: Journal of Retailing and Consumer Services, vol. 14, 2007, pp. 394-399.
  • Bamberger, R,. ÔÇ×Customer Relationship Management als Basis f├╝r den Aufbau und Betrieb von Customer Care Centern", in Customer Care Center professionell managen, Bullinger, H.-J., Bamberger, R., König, A., Ed. Wiesbaden: Gabler Verlag, 2003, pp. 13-22.
  • Bartz, M., ÔÇ×Umsatz steigern mit CRM und E-CRM", in HMD Praxis der Wirtschaftsinformatik, vol. 221, 2001, pp. 13-15.
  • Boulding, W., Staelin, R., Ehret, M., Johnston, W. J., "A Customer Relationship Management Roadmap: What Is Known, Potential Pitfalls, and Where to Go", in: Journal of Marketing, vol. 69, 2005, pp. 155-166.
  • Coltman, T., "Why build a customer relationship management capability?", in Journal of Strategic Information Systems, vol. 16, 2007, pp. 301-320. [10] Englbrecht, A., Hippner, H., Wilde, K. D., ÔÇ×Marketing Automation - Grundlagen des Kampagnenmanagements", in IT-Systeme im CRM - Aufbau und Potentiale, Hippner, H., Wilde, K. D., Ed. Wiesbaden: Gabler Verlag, 2004, pp. 333-372. [11] Fröschle, H.-P., ÔÇ×CRM-Unterst├╝tzungspotentiale", in HMD Praxis der Wirtschaftsinformatik, vol. 221, 2001, pp. 5-12. [12] Greenberg, P., CRM - Customer Relationship Management at the Speed of Light. 2nd ed., Berkeley: McGraw-Hill/Osborne, 2002. [13] He, Z., Xu, X., Huang, J. Z., Deng, S., "Mining class outliers: concepts, algorithms and applications in CRM", in Expert Systems with Applications, vol. 27, 2004, pp. 681-697. [14] Hendricks, K. B., Singhal, V. R., Stratman, J. K., "The impact of enterprise systems on corporate performance: A study of ERP, SCM, and CRM system implementations", in Journal of Operations Management, vol. 25, 2007, pp. 65-82. [15] Hippner, H., Hoffmann, O., Wilde K. D., CRM-Studie 2006. Eichst├ñtt- Ingolstadt: Wilde Verlag, 2006. [16] Hippner, H., Martin, St., Wilde, K. D., ÔÇ×CRM-Systeme - Eine Markt├╝bersicht", in HMD Praxis der Wirtschaftsinformatik, vol. 221, 2001, pp. 27-36. [17] Hippner, H., Rentzmann, R., Wilde, K. D., ÔÇ×Aufbau und Funktionalit├ñten von CRM-Systemen", in Grundlagen des CRM - Konzepte und Gestaltung, 2nd ed., Hippner, H., Wilde, K. D., Ed. Wiesbaden: Gabler Verlag, 2006, pp. 45-74. [18] Hippner, H., Wilde, K. D., "CRM - Ein ├£berblick", in Effektives Customer Relationship Management, 3rd ed., Helmke, St., Uebel, M. F., Dangelmaier, W., Ed., Wiesbaden: Gabler Verlag, 2003, pp. 3-37. [19] Hirschowitz, A., "Closing the CRM loop: The 21st century marketer-s challenge: Transforming customer insight into customer value", in Journal of Targeting, Measurement and Analysis for Marketing, vol. 10, 2001, pp. 168-178. [20] Horn, M., Markt- und Anforderungsanalyse f├╝r CRM-Systeme im Mittelstand. Berlin: VDM Verlag, 2007. [21] King, S. F., Burgess, T. F., "Understanding success and failure in customer relationship management", in Industrial Marketing Management, doi: 10.1016/j.indmarman.200702005. [22] Kölmel, B., K├╝hner, A., "CRM-Ans├ñtze und - Ebenen: Funktionen des erfolgreichen CRM", in CRM-Erfolgsfaktor Kundenorientierung, 2nd ed., Hubschneider, M., Sibold, K., Ed., Freiburg/M├╝nchen/Berlin: Haufe Verlag, 2007, pp. 84-92. [23] Link, J., ÔÇ×Grundlagen und Perspektiven des Customer Relationship Management", in Customer Relationship Management, Link, J., Ed, Berlin/Heidelberg/New York: Springer Verlag, 2001. [24] Lorenz, B., ÔÇ×Die Branche kommt in Fahrt", in Business & IT, vol. 1, 2007, pp. 28-49. [25] Lorenz, B., ÔÇ×Integrationstalente", in Business & IT, vol. 5, 2006, pp. 28- 41. [26] Mendoza, L. E., Marius, A., Pérez, M., Grim├ín A. C., "Critical success factors for a customer relationship management strategy", in Information and Software Technology, vol. 49, 2007, pp. 913-945. [27] Minami, Ch., Dawson, J., "The CRM process in retail and service sector firms in Japan: Loyalty development and financial return", in Journal of Retailing and Consumer Services, doi: 10.1016/j.jretconser.2007.09.001. [28] Ngai, E. W. T., Xiu, L., Chau, D. C. K., ÔÇ×Application of data mining techniques in customer relationship management: A literature review and classification", in Expert Systems with Applications, doi:10.1016/j.eswa.2008.02.021. [29] Naguyen, T. H., Sherif, J. S., Newby, M., "Strategies for successful CRM implementation", in Information Management & Computer Security, vol. 15, 2007, pp. 102-115. [30] Neckel, P., Knobloch, B., Customer Relationship Analytics. Heidelberg: dpunkt Verlag, 2005. [31] Payne, A., Frow, P., "A strategic framework for CRM", in Journal of Marketing, vol. 69, 2005, pp. 167-176. [32] Peppard, J., "Customer Relationship Management (CRM) in Financial Services", in European Management Journal, vol.18, 2000, pp. 312-327. [33] Rapp, R., Customer Relationship Management. 3rd ed., Frankfurt/New York: Campus Verlag, 2005. [34] Reinartz, W., Krafft, M., Hoyer, W. D., ÔÇ×The customer relationship mangement process: ist measurement and impact on performance", in Journal of Marketing Research, vol. 41, 2004, pp. 293-313. [35] Richards, K. A., Jones, E., "Customer relationship management: Finding value drivers", in Industrial Marketing Management, vol. 37, 2008, pp. 120-130. [36] Reichardt, Ch., One-to-One-Marketing im Internet. Wiesbaden: Gabler verlag, 2000. [37] Reinecke, S., Sausen, K., ÔÇ×CRM als Chance f├╝r das Marketing", in Thexis, vol. 1, 2002, pp. 2-5. [38] Schögel, M., Sauer, A., ÔÇ×Multi-Channel Marketing - Die Königsdisziplin im CRM", in Thexis, vol. 1, 2002, pp. 26-31. [39] Schöler, A., ÔÇ×Service Automation - Unterst├╝tzung der Serviceprozesse im Front- und Back-Office", in IT-Systeme im CRM - Aufbau und Potentiale, Hippner, H., Wilde, K. D., Ed. Wiesbaden: Gabler Verlag, 2004, pp. 373-392. [40] Schulze, J., CRM erfolgreich einf├╝hren. Berlin/Heidelberg/New York: Springer Verlag, 2002. [41] Schumacher, J., Meyer, M., Customer Relationship Management strukturiert dargestellt. Berlin/Heidelberg/New York: Springer Verlag, 2004. [42] Schwetz, W., Marktspiegel CRM 2007. 15th ed., Karlsruhe: Schwetz Consulting, 2006. [43] Schwetz, W., Customer Relationship Management. 2nd ed., Wiesbaden: Gabler Verlag, 2001. [44] Swift, R. S., Accelerating Customer Relationships. Upper Saddle River, USA: Prentice Hall PRT, 2001. [45] Tanner, J. F., Ahearne, M., Leigh, T., Mason, Ch., Moncrief, W., "CRM in sales-intensive organizations: A review and future directions", in Journal of Personal Selling and Sales Management, vol. 25, 2005, pp. 171-182. [46] Teo, T. S. H., Devadoss, P., Pan, S. L., "Towards a holistic perspective of customer relationship management (CRM) implementation: A case study of the Housing and Development Board, Singapore", in Decision Support Systems, vol. 42, 2006, pp. 1613-1627. [47] Uebel, M., ÔÇ×Wirtschaftlichkeitsbetrachtungen f├╝r CRM-Lösungen", in Effektives Customer Relationship Management, 3rd ed., Helmke, St., Uebel, M. F., Dangelmaier, W., Ed., Wiesbaden: Gabler Verlag, 2003, pp. 341-356. [48] Winkelmann, P., "Sales Automation - Grundlagen des Computer Aided Selling", in IT-Systeme im CRM - Aufbau und Potentiale, Hippner, H., Wilde, K. D., Ed., Wiesbaden: Gabler Verlag, 2004, pp. 301-332. [49] Xu, Y., Yen, D. C., Lin, B., Chou, D. C., "Adopting customer relationship management technology", in Industrial Management & Data Systems, vol. 102/8, 2002, pp. 442-452. [50] Zipser, A., "Business Intelligence im CRM", in Customer Relationship Management - Erfolgreiche Kundenbeziehungen durch integrierte Informationssysteme, Link, J., Ed., Berlin/Heidelberg/New York: Springer Verlag, 2001, pp. 35-57.