Analyse und Handlungsempfehlung für die Einführung eines Customer Relationship Management Tools für die Südwest Presse Online-Dienste GmbH
Zankl, Kerstin (2013)
2013
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https://urn.fi/URN:NBN:fi:amk-2023111029064
https://urn.fi/URN:NBN:fi:amk-2023111029064
Tiivistelmä
Diese Bachelorarbeit wurde für die Südwest Presse Online-Dienste GmbH (SWO) verfasst, die den Online Bereich der Tageszeitung SÜDWEST PRESSE umfasst. Customer Relationship Management (CRM) gewinnt aufgrund der wirtschaftlichen Situation und dem steigenden Konkurrenzdruck immer mehr an Bedeutung. Aus diesem Grund haben viele deutsche Unternehmen erkannt, wie wichtig Kundenbindung und Kundenzufriedenheit ist. Die Sales-Abteilung der SWO erfasst und pflegt Kundendaten momentan mit der Hilfe von Microsoft Office Programmen. Doch das ist ein weitaus veraltetes System. Eine Mitarbeiterumfrage zeigte, dass die Mitarbeiter mit der derzeitigen Situation nicht mehr zufrieden sind und der Zeitaufwand als zu hoch eingestuft wird. Das Ziel dieser Bachelorarbeit ist die Analyse und Handlungsempfehlung eines CRM Tools für die SWO. This thesis was done for a German company called Südwest Presse Online-Dienste GmbH (SWO), which is the online department of a newsletter company. Customer Relationship Management (CRM) is getting more and more important for companies because of the economic situation and pressure of competitions. Therefore, lots of companies in Germany learned how important customer retention and satisfaction is. The sales team of the SWO manages the customer data at the moment by the help of Microsoft Office programs. But this behavior is outdated. An employee survey showed that the employees are not satisfied with the current system and the timely effort is too high. Objective of the thesis is to evaluate and find a suitable CRM tool for this firm.
The starting situation and problem with this situation are collected and analyzed through an employee survey. This leads to the relevance of CRM for the firm. When evaluation a CRM tool it is important to define criteria and this is also done in the thesis. After that goals and a CRM-strategy are defined and measures for achieving these goals are defined. The thesis also includes the selection and guidance of a CRM tool. In the selection first the whole German CRM market is considered, than there is a preselection of ten tools and after that a detailed selection of only six tools which cover the criteria entirely.
The guidance for the SWO is to implement SuperOffice CRM. Reasons for this guidance are that SuperOffice fulfills all criteria of the company completely, the usability is excellent, the user interface is easy and intuitive, there are possibilities for individualization and adjustments given, the mobile usage, the ideal office integration, and also the value-for-money ratio fits. After comparing the ten chosen tools of the preselection, SuperOffice CRM is the best choice for the SWO.
The starting situation and problem with this situation are collected and analyzed through an employee survey. This leads to the relevance of CRM for the firm. When evaluation a CRM tool it is important to define criteria and this is also done in the thesis. After that goals and a CRM-strategy are defined and measures for achieving these goals are defined. The thesis also includes the selection and guidance of a CRM tool. In the selection first the whole German CRM market is considered, than there is a preselection of ten tools and after that a detailed selection of only six tools which cover the criteria entirely.
The guidance for the SWO is to implement SuperOffice CRM. Reasons for this guidance are that SuperOffice fulfills all criteria of the company completely, the usability is excellent, the user interface is easy and intuitive, there are possibilities for individualization and adjustments given, the mobile usage, the ideal office integration, and also the value-for-money ratio fits. After comparing the ten chosen tools of the preselection, SuperOffice CRM is the best choice for the SWO.