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Über dieses Buch

New information technologies, above all tools in the area of the Internet, en­ able new forms of collaboration between supplier and customer. With ever increasing competition (represented by concepts like globalization, deregula­ tion, buyers' market), companies can secure competitive advantages through targeted use of information technology in the supplier-customer relationship. To realize existing and future potential, current information technology de­ velopments must be addressed. This book is about Customer Relationship Management (CRM). The first version of the book was written for the German market, however, since the term CRM was not yet established in Europe I called my book "Electronic Customer Care". Electronic Customer Care has since generated an entirely new market that has become known under the term Customer Relationship Management. Suppli­ ers such as Siebel, E.piphany, Clarify and many others strive for market share in this strongly growing segment. This book structures the topic Customer Relationship Management and pro­ vides project leaders and consultants with a practical aid in a realistic ap­ proach to Customer Relationship Management projects. Thus it helps to dif­ ferentiate between hype and reality and to apply CRM on a realistic level. I would like to thank Dieter Rapp for his support in translating my German best-seller to English. I'd also like to extend my appreciation to my partner Michelle de Rozario who was instrumental in proof-reading this book, and who was a great support during the difficult time of editing.

Inhaltsverzeichnis

Frontmatter

1. Introduction

Abstract
Annotation: Parallel to this book, an Internet database is available in which you can find additional examples regarding the topic Electronic Customer Care (see Appendix I). The case studies marked with an arrow “(→)” in the following text refer to this database [see ECC 2001]. Although a major portion of the database is held in German, most of the cases mentioned have links to the live Internet pages, which are mostly held in English.
Andreas Muther

2. ECC Fundamentals

Abstract
Chapter two shows the importance of the use of information technology in the supplier-customer relationship (Section 2.1.), structures the customer relationship by means of the Customer Buying Cycles (Section 2.2.) and describes a real-life example for better understanding (Section 2.3.).
Andreas Muther

3. ECC Information Technologies

Abstract
Which information technologies and services can a company use in the supplier-customer relationship? This chapter defines the terms ECC information technology and ECC service (Section 3.1.) and describes potential components of an ECC solution (Section 3.2.). Section 3.3. identifies the most important information technology trends and their effects on Electronic Customer Care.
Andreas Muther

4. Trends in the Supplier-Customer Relationship

Abstract
Chapter three describes IT and service classes of the customer relationship and current IT trends. Chapter four departs from a technically oriented point of view and identifies business potentials of information technology in the customer relationship. Sections 4.1. and 4.2. summarize developments in the area of Electronic Customer Care, derive business trends (concepts) and illustrate them with examples. Section 4.3. specifies the goals and benefits of ECC solutions.
Andreas Muther

5. Criteria for Successful ECC Solutions

Abstract
Today, marketing departments are responsible for 37% of all Web sites, closely followed by IT departments with 35% [see CSC 1997]. Which criteria must be observed by those in positions of responsibility? Are marketing and IT departments the appropriate groups to take care about Electronic Customer Care?
Andreas Muther

6. Summary and Overview CRM Market

Abstract
In the last chapter, Section 6.1. summarizes the most important results of the book. Section 6.2. contains considerations regarding future resonance and potential effects of Electronic Customer Care. Section 6.3. gives a short overview of the CRM market.
Andreas Muther

Backmatter

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