Aufbau und Funktionalitäten von CRM-Systemen

Business Relationship Management and Marketing

“…When it comes to organizational aspects of integration, the following aspects are typically relevant particularly for operative CRM (similar to Hippner et al 2006;Hippner 2010;):…”

“…Hippner et al (2006) refer to this as "selective CRM systems" as opposed to "integrative CRM systems". Hippner et al (2006) refer to this as "selective CRM systems" as opposed to "integrative CRM systems".…”

“…A good example of strategies efficiently enabled by focused CRM application is so-called campaign management, in which several areas of responsibility (particularly marketing and sales) coordinate their actions (here and later: Hippner et al 2006). The emphasis is on presenting to the right customer the right information and offering, in the right communication style, through the right communication channels at the right time in the course of the business relationship.…”

Anything Relationship Management

“…From an IT point of view, implementing these concepts has its roots firmly entrenched in marketing: it was at the end of the 1990s, when CRM began to take shape and specifically target sales markets and make use of ICT. CRM systems strive for the efficient and effective design of customer processes as well as a "single view on the pre-existing customer data of the company" (Hippner et al 2006). The initial approaches to more generalized Relationship Management systems first appeared, albeit slightly delayed, in the guise of XRM (written with an upper case "X"): software manufacturers such as BroadVision named their strategic alignment of software solutions for the maintaining business relationships as Extended Relationship Management (Broadvision 1998).…”