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Customer Relationship Management: Organizational and Technological Perspectives

Autor Federico Rajola
en Limba Engleză Paperback – 13 mar 2012
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.
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Specificații

ISBN-13: 9783642078859
ISBN-10: 3642078850
Pagini: 188
Ilustrații: XI, 172 p.
Dimensiuni: 155 x 235 x 10 mm
Greutate: 0.27 kg
Ediția:2003
Editura: Springer Berlin, Heidelberg
Colecția Springer
Locul publicării:Berlin, Heidelberg, Germany

Public țintă

Professional/practitioner

Descriere

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.

Cuprins

1 The Theoretical Framework of CRM.- 2 CRM Project Organization in the Financial Industry.- 3 The Organization of Data Warehouse Activities.- 4 Organization of Knowledge Discovery and Customer Insight Activities.- 5 Data Mining Techniques.- 6 The Evolution of Customer Relationships and Customer Value.- 7 Main Benefits and Organizational Impacts of CRM within the Bank.- 8 Data Mining Systems Supporting the Marketing Function: The Experience of Banca Monte dei Paschi di Siena.- 9 Conclusion.- References.

Caracteristici

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