Implementing of a CRM System for Tirendo
Customer Relationship Management:
Implementing a CRM system for Tirendo.
Table of contents
1. Definition of CRM system ----------------------------------------------------------page 3
2.General information------------------------------------------------------------------page 3
3. Integration of CRM systems for Tirendo----------------------------------------page 4
4.Conclusion ------------------------------------------------------------------------------page
5.Bibliography ----------------------------------------------------------------------------page
1.Definition of CRM system
Customer Relationship management systems are based on relationship management and continuous communication with the customer to get feedback, gain knowledge about the customers and segment them. (Lee & Engelman,2012)
In general it is to say that CRM is uniting the potentials of relationship management and information technology (Peelen, Van Montfort, Beltman & Klerkx,2009)It establishes a long-term relationship between buyer and seller. This involves creating a strategy,process and technology so that relationships to customers can be created along the whole purchasing lifecycle. (Lee & Engelman,2012) CRM is the result of the trend that marketing is shifting more and more away from a product oriented view to a consumer oriented one. (Kumar.Sunder &Ranaseshan,2011)
To be in a position to implement a successful CRM system it is essential to fulfill two major points. Firstly, the CRM system must be adopted to the organizational structure and the other way round. (Valentim, Saldanha & Ferasso, 2011) Secondly, make the CRM system available at all touch points with the customers. (Peelen, Van Montfort, Beltman & Klerkx,2009) If the CRM system is implemented correctly it will create long-term relationships, loyalty, trust,
Implementing a CRM system for Tirendo.
Table of contents
1. Definition of CRM system ----------------------------------------------------------page 3
2.General information------------------------------------------------------------------page 3
3. Integration of CRM systems for Tirendo----------------------------------------page 4
4.Conclusion ------------------------------------------------------------------------------page
5.Bibliography ----------------------------------------------------------------------------page
1.Definition of CRM system
Customer Relationship management systems are based on relationship management and continuous communication with the customer to get feedback, gain knowledge about the customers and segment them. (Lee & Engelman,2012)
In general it is to say that CRM is uniting the potentials of relationship management and information technology (Peelen, Van Montfort, Beltman & Klerkx,2009)It establishes a long-term relationship between buyer and seller. This involves creating a strategy,process and technology so that relationships to customers can be created along the whole purchasing lifecycle. (Lee & Engelman,2012) CRM is the result of the trend that marketing is shifting more and more away from a product oriented view to a consumer oriented one. (Kumar.Sunder &Ranaseshan,2011)
To be in a position to implement a successful CRM system it is essential to fulfill two major points. Firstly, the CRM system must be adopted to the organizational structure and the other way round. (Valentim, Saldanha & Ferasso, 2011) Secondly, make the CRM system available at all touch points with the customers. (Peelen, Van Montfort, Beltman & Klerkx,2009) If the CRM system is implemented correctly it will create long-term relationships, loyalty, trust,
Bibliography: Baksi,A.&Paroda,B. (2012).CRM enviornment: State Bank of India. SCMS Journal of Indian Management. Kumar,V.,Sunder,S.&Ranaseshan,B. (2011). Analyzing the Diffusion of Global Customer Relationship Managment: A cross-Regional Modeling Framework. Journal of International Marketing.19(1) Lee,D.& Engelman, K. (2012). The Impact of Mobile on CPG CRM strategy a Kraft Canada case study. IJMM Canada Issue.7(1) Peelen,E., Van Montfort, K., Beltman, R.& Klerkx,A. (2009) An empirical study into the foundation of CRM success. Journal of Strategic Marketing. 17(6) Valentim,G., Saldanha,J. & Ferasso,M. (2011).Consumer behavior and customer relationship management: Understanding the mind of the consumer as priority in orienting organizational longevity. Asia pacific journal of research in business management. 2(6) http://www.tirendo.de/ueberuns/