Performance Measurement für das Customer Relationship Management: Controlling des IKT-basierten Kundenbeziehungsmanagements (Wirtschaftswissenschaften) (German Edition)
Language: German
Published by Deutscher Universitätsverlag, 2004
- Softcover
- New
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- Title
- Performance Measurement für das Customer Relationship Management: Controlling des IKT-basierten Kundenbeziehungsmanagements (Wirtschaftswissenschaften) (German Edition)
- Author
- Auer, Christoph
- Publisher
- Deutscher Universitätsverlag
- Publication year
- 2004
- Condition
- New
- Binding
- Soft cover
- Language
- German
- ISBN 10
- 3824407418
- ISBN 13
- 9783824407415
Christoph Auer stellt mit dem CRM Performance Model (CPM) einen Ansatz zur systematischen Messung der ökonomischen Auswirkungen von CRM-Aktivitäten vor, der die Kunden- und die Unternehmenssicht und auch schwer quantifizierbare Erfolgsgrößen, die intangible assets, berücksichtigt und mit Hilfe von acht Dimensionen alle relevanten Einflussgrößen und Auswirkungen des CRM misst. Das Modell wird anhand umfangreicher empirischer Untersuchungen überprüft. Der Autor leitet Rahmenbedingungen für die Gestaltung eines erfolgsorientierten IKT-basierten Kundenbeziehungsmanagements ab, präsentiert geeignete Instrumente zur Kontrolle und Steuerung der CRM-Erfolgsziele und erklärt ihre Funktionsweise anhand von Praxisbeispielen.
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