Customer Relationship Management
Organizational and Technological Perspectives
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Beschreibung
Companies and financial institutions are employing operational information systems in an efficient way. While they have consolidated a strong level of knowledge in management information systems, there is still a lack of knowledge on the right way to apply customer relationship management (CRM) systems under a business perspective. Most of the companies are still having problems in evaluating how CRM can meet with the expected results. The level of complexity is perceived both under a technological and organizational point of view. A complete innovation process and heavy change management initiatives should be ensured in order to have effective and successful systems. This book offers a solid theoretical and practical perspective on how to face CRM projects, describing the most appropriate technologies and organizational issues that have to be considered. Some explaining cases have been included as well.
Contemplation of technology from an organizational and managerial perspective Case studies illustrate the technologies employed, the change management and organizational topics companies have to deal with Includes supplementary material: sn.pub/extras
Autor*in
Federico Rajola
Themen in »Customer Relationship Management«
Business Intelligence CRM Costumer Relationship Management Customer Relationship Management Customer Value Data Warehousing Marketing Information Systems change management complexity data mining data warehouse information system marketing org