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Überblick zum Customer Relationship Management

In: Effektives Customer Relationship Management

Author

Listed:
  • Stefan Helmke
  • Matthias Uebel
  • Wilhelm Dangelmaier

Abstract

Zusammenfassung Dieser Beitrag liefert einen Überblick zum Thema Customer Relationship Management (CRM). Ausgehend von der Notwendigkeit der Kundenorientierung werden die Ziele und inhaltlichen Komponenten des CRM-Ansatzes erläutert. Die inhaltlichen CRM-Komponenten lassen sich in operative, kollaborative und analytische Instrumente aufteilen. CRM stellt einen konzeptionellen Ansatz dar, der durch Softwareunterstützung seine volle Effizienz entfalten kann.

Suggested Citation

  • Stefan Helmke & Matthias Uebel & Wilhelm Dangelmaier, 2024. "Überblick zum Customer Relationship Management," Springer Books, in: Stefan Helmke & Matthias Uebel & Wilhelm Dangelmaier (ed.), Effektives Customer Relationship Management, edition 7, pages 3-20, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-42411-4_1
    DOI: 10.1007/978-3-658-42411-4_1
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