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Addressing the drivers of Customer Relationship Management Systems: An insight on the effect of New Media in the German Service Sector - Softcover
Synopsis
New media - i.e. web based strategies and tools - have become indispensable to customer relationship management (CRM). This study provides a comprehensive empirical analysis of German service-sector SMEs’ experience with new media in CRM, which is based on interviews and a statistical survey among 101 companies. The analysis reveals perceived opportunities, risks and success factors and evaluates to what extent the use of and insights into new media have an effect on SMEs’ CRM success. Findings reveal that SMEs successfully rely on a strategic mix of new media and personalized and individualized CRM. SMEs that have realized the opportunities and success factors of new media in CRM understand how to optimize the economic outcome of these strategies but frequently ignore their utility from their clients’ perspective.
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About the Author
Dr. Verónica Baena is a Full Professor/Chair in Marketing at Universidad Europea de Madrid (Madrid, Spain) Dr. Robert Elmerhaus is an executive assistant at a big German food manufacturer.
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Addressing the drivers of Customer Relationship Management Systems
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LAP LAMBERT Academic Publishing Apr 2016, 2016
ISBN 10: 3659858676
ISBN 13: 9783659858673
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Seller: BuchWeltWeit Ludwig Meier e.K., Bergisch Gladbach, Germany
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Taschenbuch. Condition: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -New media - i.e. web based strategies and tools - have become indispensable to customer relationship management (CRM). This study provides a comprehensive empirical analysis of German service-sector SMEs' experience with new media in CRM, which is based on interviews and a statistical survey among 101 companies. The analysis reveals perceived opportunities, risks and success factors and evaluates to what extent the use of and insights into new media have an effect on SMEs' CRM success. Findings reveal that SMEs successfully rely on a strategic mix of new media and personalized and individualized CRM. SMEs that have realized the opportunities and success factors of new media in CRM understand how to optimize the economic outcome of these strategies but frequently ignore their utility from their clients' perspective. 240 pp. Englisch. Seller Inventory # 9783659858673
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Addressing the drivers of Customer Relationship Management Systems : An insight on the effect of New Media in the German Service Sector
Published by
LAP LAMBERT Academic Publishing, 2016
ISBN 10: 3659858676
ISBN 13: 9783659858673
New
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Taschenbuch. Condition: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - New media - i.e. web based strategies and tools - have become indispensable to customer relationship management (CRM). This study provides a comprehensive empirical analysis of German service-sector SMEs' experience with new media in CRM, which is based on interviews and a statistical survey among 101 companies. The analysis reveals perceived opportunities, risks and success factors and evaluates to what extent the use of and insights into new media have an effect on SMEs' CRM success. Findings reveal that SMEs successfully rely on a strategic mix of new media and personalized and individualized CRM. SMEs that have realized the opportunities and success factors of new media in CRM understand how to optimize the economic outcome of these strategies but frequently ignore their utility from their clients' perspective. Seller Inventory # 9783659858673
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Addressing the drivers of Customer Relationship Management Systems
Published by
LAP LAMBERT Academic Publishing, 2016
ISBN 10: 3659858676
ISBN 13: 9783659858673
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Addressing the drivers of Customer Relationship Management Systems
Published by
LAP LAMBERT Academic Publishing Apr 2016, 2016
ISBN 10: 3659858676
ISBN 13: 9783659858673
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Taschenbuch. Condition: Neu. This item is printed on demand - Print on Demand Titel. Neuware -New media - i.e. web based strategies and tools - have become indispensable to customer relationship management (CRM). This study provides a comprehensive empirical analysis of German service-sector SMEs¿ experience with new media in CRM, which is based on interviews and a statistical survey among 101 companies. The analysis reveals perceived opportunities, risks and success factors and evaluates to what extent the use of and insights into new media have an effect on SMEs¿ CRM success. Findings reveal that SMEs successfully rely on a strategic mix of new media and personalized and individualized CRM. SMEs that have realized the opportunities and success factors of new media in CRM understand how to optimize the economic outcome of these strategies but frequently ignore their utility from their clients¿ perspective.VDM Verlag, Dudweiler Landstraße 99, 66123 Saarbrücken 240 pp. Englisch. Seller Inventory # 9783659858673
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Addressing the drivers of Customer Relationship Management Systems | An insight on the effect of New Media in the German Service Sector
Published by
LAP LAMBERT Academic Publishing, 2016
ISBN 10: 3659858676
ISBN 13: 9783659858673
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Taschenbuch. Condition: Neu. Addressing the drivers of Customer Relationship Management Systems | An insight on the effect of New Media in the German Service Sector | Veronica Baena (u. a.) | Taschenbuch | 240 S. | Englisch | 2016 | LAP LAMBERT Academic Publishing | EAN 9783659858673 | Verantwortliche Person für die EU: preigu GmbH & Co. KG, Lengericher Landstr. 19, 49078 Osnabrück, mail[at]preigu[dot]de | Anbieter: preigu. Seller Inventory # 103822295
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Addressing the drivers of Customer Relationship Management Systems: An insight on the effect of New Media in the German Service Sector
Published by
LAP LAMBERT Academic Publishing, 2016
ISBN 10: 3659858676
ISBN 13: 9783659858673
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