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Vertriebssteuerung durch operative CRM-Systeme: Anwendungsstand und Nutzenpotenziale in der betrieblichen Praxis

In: Effektives Customer Relationship Management

Author

Listed:
  • Hagen J. Sexauer
  • Marc Wellner

Abstract

Zusammenfassung Viele Unternehmen haben sich von umfangreichen prozessorientierten Customer-Relationship-Management(CRM)-Projekten abgewandt, da sie scheiterten. Gründe sind mangelndes Engagement des Managements, schwierige Zieldefinitionen und überzogene Erwartungen an CRM-Systeme. RoI-getriebene CRM-Projekte, insbesondere im Vertrieb, gewinnen an Bedeutung. Computer-Aided-Selling(CAS)-Systeme ermöglichen die Steuerung von Vertriebsprozessen. Eine Studie untersucht den Anwendungsstand und den Nutzen dieser Systeme. Die Ergebnisse werden im Folgenden präsentiert.

Suggested Citation

  • Hagen J. Sexauer & Marc Wellner, 2024. "Vertriebssteuerung durch operative CRM-Systeme: Anwendungsstand und Nutzenpotenziale in der betrieblichen Praxis," Springer Books, in: Stefan Helmke & Matthias Uebel & Wilhelm Dangelmaier (ed.), Effektives Customer Relationship Management, edition 7, pages 71-82, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-42411-4_5
    DOI: 10.1007/978-3-658-42411-4_5
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