Aufbau- und ablauforganisatorische Maßnahmen bei der Implementierung einer CRM-Strategie in einer Unternehmung
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Inhaltsangabe: Zusammenfassung: Das Ziel dieser Arbeit ist es, aufzuzeigen, wie im Rahmen der Implementierung einer Customer Relationship Management (CRM) - Strategie eine Unternehmensorganisation aufbau- und ablauforganisatorisch verändert werden mü te. Es wird ein Modell entwickelt, welches sich als Vorschlag einer CRM- gerechten Unternehmensorganisation versteht. Die Arbeit beginnt mit einer Einführung zum Thema CRM. Neben Grundlagen der CRM- Theorie (Aufbau eines CRM- Systems, der CRM- Anwendermarkt) werden ausgewählte Entwicklungen und Trends im CRM- Bereich (beispielsweise mCRM, eCRM) aufgezeigt. Im Anschlu folgen Grundlagen zur Organisationstheorie. Aufbauend auf einem allgemeinen Überblick über die für diese Arbeit wichtigsten Entwicklungen in der Organisationstheorie wird intensiv auf das Thema Business Process Reengineering eingegangen, da dies für die anschlie ende Entwicklung des Modells einer CRM- Organisation von gro er Bedeutung ist. Der Hauptteil der Arbeit konzentriert sich auf die Modellierung einer CRM- Organisation. Dabei wird auch intensiv auf den im Rahmen der Neuausrichtung der Organisation geforderten Veränderungsbedarf eingegangen. Um der Arbeit einen praktischen Bezug zu geben, folgen empirische Untersuchungen. Diese sollen vornehmlich die Bedeutung des Themas CRM und das Ausma bisheriger Veränderungen der Unternehmensorganisation exemplarisch aufzeigen. Inhaltsverzeichnis: Inhaltsverzeichnis: 1.Einführung in die Thematik1 1.1Grundlagen zum Thema CRM1 1.1.1Definitionen von CRM2 1.1.2Kurze Beschreibung eines CRM-Systems4 1.1.2.1Aufgabenbereiche eines CRM-Systems4 1.1.2.2Hauptkomponenten6 1.1.3Der CRM-Anwendermarkt8 1.1.4Ausgewählte Trends und Entwicklungen im CRM-Bereich8 1.1.4.1Marktentwicklungen, Anbieter- und Software-Trends8 1.1.4.2eCRM10 1.1.4.3mCRM12 1.1.4.4Demand Chain Management12 1.1.4.5Einbindung von Geschäftspartnern13 1. 2Grundlagen zur Organisationstheorie13 1.2.1Der Organisationsbegriff13 1.2.1.1Definit
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