ISBN: 3540413774
TITLE: Customer Relationship Management
AUTHOR: Muther
TOC:

1. Introduction 1
1.1. Electronic Customer Care: New Chances - New Challenges 1
1.2. Goals and Addressees of this Book 4
1.3. Structure of the Book 6
2. ECC Fundamentals 9
2.1. Redesign of the Supplier-Customer Relationship 9
2.2. The Customer Buying Cycle (CBC) as Framework for the Analysis of the Supplier-Customer Relationship 12
2.3. The Customer Buying Cycle as Exemplified by a Software Company 17
3. ECC Information Technologies 21
3.1. Definition of ECC Information Technology 21
3.2. Structuring of ECC Information Technologies and Services 24
3.2.1. Requirements for ECC Classes 24
3.2.2. Derivation of ECC Classes 25
3.3. IT-Trends and the Effects on Electronic Customer Care 29
3.3.1. Multimedia/Interactivity 31
3.3.2. Standardization 32
3.3.3. Connectivity/e-Home 34
3.3 4. Intelligent Systems 35
3.3.5. Integration 37
3.3.6. "Multimode Access" 40
3.3.7. Security 41
4. Trends in the Supplier-Customer Relationship 45
4.1. General (CBC-neutral) Trends in the Supplier-Customer Relationship 46
4.1.1. 24 Hour Service 48
4.1.2. Customer Self Service and Self Qualification 48
4.1.3. Individualization of the Supplier-Customer Relationship (One-to-One-Marketing) 50
4.1.4. Push Information 53
4.1.5. Information on Specific Demand 54
4.1.6. New Business Models 57
4.1.7. Target Group Specific One-Stop Shops ("Portals") 60
4.2. Trends per Phase of the Customer Buying Cycle 62
4.2.1. Awareness Phase 62
4.2.2. Evaluation Phase 65
4.2.3. Sales Phase 68
4.2.4. After Sales Phase 70
4.3. Evaluation of IT-Use in the Supplier-Customer Relationship 73
4.3.1. Benefits of Electronic Customer Care 74
4.3.2. Supplier's Goals of Electronic Customer Care 76
5. Criteria for Successful ECC Solutions 79
5.1. Appropriateness of a Solution ("Focused Offer") 80
5.2. Utilization of Redesign Potentials 82
5.3. Integration of ECC Information Systems and Use of Customer Information 84
6 Summary and Overview CRM Market 89
6.1. Results 89
6.2. Future Development of Electronic Customer Care and its Effects 92
6.3. Overview CRM Market 95
Appendix I: The ECC Database 99
AI.1. Structure and Content of the ECC Database 99
AI.2. List of ECC Case Studies (First Version of Database) 100
AI.3. List of ECC Case Studies (Second Version) 105
Appendix II: The ECC Interview 121
AII.1. The ECC Questionnaire 121
AII.2. Response to the Questionnaire 122
References 123
Glossary 129
Index 133
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