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Business & Information Systems Engineering
Erschienen in: Business & Information Systems Engineering 2/2010

01.04.2010 | State of the Art

Value-Based CRM

The Interaction of the Triad of Marketing, Financial Management, and IT

verfasst von: Dr. Martin S. Gneiser

Erschienen in: Business & Information Systems Engineering | Ausgabe 2/2010

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Abstract

One major development within business practice is the increasing interest in customer relationship management (CRM) in recent years. CRM thereby focuses on establishing and maintaining profitable relationships with the customer using modern information technology (IT) and has emerged as a major research field in business and information systems engineering. However, despite huge investments many CRM projects fail to achieve their objectives as the complex and interdisciplinary nature of CRM is not addressed adequately. In fact an adoption of a customer-centric orientation within a value-based management requires not only a cross-functional integration of different business departments but also a selectively adjusted collaboration of those departments.
The paper provides an overview of the state of the art of CRM in literature as well as current practices in companies. Furthermore it outlines the specific challenges of a value-based CRM for the cross-functional integration and collaboration of marketing, financial management, and IT. Thus, in addition to a mutual alignment of marketing and IT, a value-based analysis, planning, and controlling of CRM-activities requires the development and implementation of standardized performance measurements and their adequate IT-support.
Vorheriger Artikel Customer-Centric Decision Support
Nächster Artikel Can Web 2.0 Ever Forget?

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Fußnoten
1
In this article, the term marketing is understood in a broader sense and – following Ambler (2008, p. 414) – includes all activities of a company aligned to the satisfaction of the customer (i.e. in particular the core areas of CRM: marketing, sales, and service).
 
2
In this article IT is understood as the application system and infrastructure layer of business information and communication systems (ICS) (cf. Krcmar 2005, p. 25 ff and vom Brocke et al. 2009, p. 262).
 
3
We consider a CRM-system (based on Stahlknecht and Hasenkamp 2005, p. 326) to be the whole of the IT infrastructure (consisting of hardware, software, data, storage technology, communication, and network) which is used to support a company’s CRM.
 
4
According to Copeland et al. (1993), the DCF approach measures the value of a company by estimating the expected future cash flows, and then discounting those future cash flows with a risk adjusted interest rate.
 
5
For an overview cf. e.g. Bush et al. (2006) or Harker and Egan (2006).
 
6
According to Schierholz et al. (2006, p. 1) mobile CRM (mCRM) is a subset of eCRM.
 
7
For a detailed explanation see e.g. Teubner (2006).
 
8
For a detailed overview see e.g. Srivastava et al. (1997).
 
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Metadaten
Titel
Value-Based CRM
The Interaction of the Triad of Marketing, Financial Management, and IT
verfasst von
Dr. Martin S. Gneiser
Publikationsdatum
01.04.2010
Verlag
SP Gabler Verlag
Erschienen in
Business & Information Systems Engineering / Ausgabe 2/2010
Print ISSN: 2363-7005
Elektronische ISSN: 1867-0202
DOI
https://doi.org/10.1007/s12599-010-0095-7

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