Conceptual Foundations of Customer Relationship Management Systems- with Special Consideration of the Financial Services Sector

摘要

Customer relationship management systems are introducedrnin many (especially service) companies to supportrnrelationship marketing. The frequently observedrnfailure of such projects is attributed to a lack of or incorrectrnalignment in the analysis phase, I.e. specification ofrnthe strategies and processes to be implemented, whichrnhas become an accepted and perfected component of thernimplementation process for other types of businessrnsoftware. Despite the fact that customer relationshiprnmanagement strategies and processes have been presented,rnthey continue to be transaction-oriented ratherrnthan relationship-oriented in many cases. In this article,rnthe problems involved are analyzed based on examplesrnfrom the financial services sector, and relationshiporientedrnstrategies and processes are outlined. Thernanalysis is based on the findings of a two-year collaborationrnproject with six medium and large-sized retailrnbanks.