Customer Relationship Management Survey - Status Quo and Future Challenges

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Customer Relationship Management Survey - Status Quo and Future Challenges

Harald Salomann,Malte Dous,Lutz M. Kolbe,Walter Brenner-2005-01-01-Alexandria (UniSG) (University of St.Gallen)

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TL;DRAbstract

The main objective of this study is to identify the current status quo as well as future challenges of companies' CRM activities in the German-speaking area. Specifically, the topic ‘self-service CRM' is the focus of this study and therefore the object of investigation. To serve this purpose, 1.000 decision makers in the area of CRM located in Germany, Austria and Switzerland, were invited to participate in an online survey. Overall, 89 decision makers completed the online questionnaire which equates to a rate of return of approximately 9%. The results of the study are structured along the different levels of Business Engineering: Strategy, Processes, Systems and Change.

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The main objective of this study is to identify the current status quo as well as future challenges of companies' CRM activities in the German-speaking area. Specifically, the topic ‘self-service CRM' is the focus of this study and therefore the object of investigation. To serve this purpose, 1.000 decision makers in the area of CRM located in Germany, Austria and Switzerland, were invited to participate in an online survey. Overall, 89 decision makers completed the online questionnaire which equates to a rate of return of approximately 9%. The results of the study are structured along the different levels of Business Engineering: Strategy, Processes, Systems and Change.

Keywords

Status quoBusinessGermanMarketingCustomer relationship managementCustomer serviceService (business)Knowledge management

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