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Marketing - CRM / Customer Relationship Management Implementation


Approach to overcome existing limitations for CRM-Implementation The following research report presents the results of studies on CRM solutions and proposes a new approach to overcome identified limitations of CRM implementations. Derived from the identified research gap regarding failures of CRM a market study was carried out among CRM software producers and vendors. Hereby we differentiated in four different perspectives: business, process, functionality and infrastructure. The aim of this differentiation is to better locate the problems of today’s CRM solutions for the different layers within a company. Our main conclusion is that business requirements of today’s companies do not fit with the nowadays CRM solutions. Control, data sharing, multi-modal access, analysis and process flexibility are not supported sufficiently. Based on the research results a first approach for innovative CRM middleware is presented. pdf 2002






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Status: 05. Januar 2010