TY  - CHAP
U1  - Buchbeitrag
A1  - Götz, Oliver
A1  - Krafft, Manfred
ED  - Bruhn, Manfred
T1  - Erfolgreiche Implementierung von CRM-Strategien
T2  - Handbuch Kundenbindungsmanagement : Strategien und Instrumente für ein erfolgreiches CRM
N2  - While the topic of Customer Relationship Management (CRM) has generated an increasing amount of research attention in recent years, still lacking is a comprehensive overview that helps to explain how companies can implement CRM successfully. To address these issues, this article identifies and discusses factors that are associated with a greater degree of CRM success. More specifically, we identify and discuss determinants on strategy, human resources, information management, structure and processes as well as specific factors within the implementation phase which help to improve CRM success. First, our results indicate that the implementation of CRM processes is associated with better company performance, especially at the relationship initiation and maintenance stage. Second, the findings emphasis a predominant influence of firm-based factors vis-à-vis structural industry, and customer-based factors. Furthermore, cross-functional CRM teams and a top management feeling responsible for CRM projects help to improve CRM success. In addition, internal processes which are related to customer contact points have to be redesigned to enhance the interaction between employees and customers. The current article sheds more light on what really drives CRM success.
Y1  - 2017
SN  - 978-3-658-13649-9
SB  - 978-3-658-13649-9
SP  - 499
EP  - 526
S1  - 28
PB  - Springer Gabler
CY  - Wiesbaden
ET  - 9
ER  -