Customer Relationship Management Survey - Status Quo and Future Challenges

Das Kompetenzzentrum Customer Management des Instituts für Wirtschaftsinformatik an der Universität St. Gallen hat in der zweiten Jahreshälfte 2004 unter eine Online-Umfrage zum Thema "CRM - Status Quo und zukünftige Herausforderungen" durchgeführt.

An der Studie haben 89 renommierte Anwenderunternehmen im deutschsprachigen Raum (Deutschland, Österreich, Schweiz) teilgenommen. Neben generellen Fragestellungen des CRM wurden schwerpunktmässig die Themen „Self-Services“ und „CRM-Integration“ behandelt. Die Ergebnisse der Online-Umfrage sind in einem 78-seitigen Dokument zusammengefasst.
[Studien Infos ausblenden]

Management Summary

1. Introduction

Goals of the Study
Research Methodology
Survey Characteristics
Structure of the Study

2. Theoretical Foundation and Definitions

Business Engineering Model as a Structural Framework
The Concept of Customer Relationship Management (CRM)
A Process Architecture for CRM
A Categorization of CRM at the Systems Level
Self-Services in Customer Relationships

3. Results and Findings of the Study

General Status and Procedures for CRM Implementation
Status Quo and Future Challenges

Strategy

Processes

Systems

Change Management

Focus Topic Self-Services

General Conditions

Motivation for the Introduction

Range of Use and Supported Processes

Utilization of Technology

Benefits and Shortcomings

4. Conclusion and Outlook

Overall Core Findings
CRM Vision
References
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Figure 1 1: Industries of the Survey Participants
Figure 1 2: Structure of the Study
Figure 2 1: Building Blocks of Business Engineering
Figure 2 2: CKP Architecture – Process Level
Figure 2 3: CKP Architecture – Systems Level
Figure 2 4: Self-Service Concept
Figure 3 1: Status of Implementation of CRM Initiatives
Figure 3 2: Triangle of CRM Strategies
Figure 3 3: IWI-HSG Survey 2004
Figure 3 4: Gartner Survey 2002
Figure 3 5: Current Challenges in CRM
Figure 3 6: Budget Intentions
Figure 3 7: Investment Areas
Figure 3 8: Prioritization of CRM Goals
Figure 3 9: Status of Implementation for Major Strategic CRM Initiatives
Figure 3 10: Performance Measurement of CRM Initiatives
Figure 3 11: Status Quo and Future Topics on the Strategy Level
Figure 3 12: Closed Loop of CRM Processes
Figure 3 13: Status of Implementation of Operational CRM Processes
Figure 3 14: Ranking of CRM Systems
Figure 3 15: Reasons for the Usage of CRM Systems
Figure 3 16: Domains for CRM Systems
Figure 3 17: Problems of the Introduction of CRM Systems
Figure 3 18: Functionalities and Supported Processes of CRM Systems
Figure 3 19: Desire of Businesses to Integrate Their Customer Information
Figure 3 20: Status of Integration of Customer Information
Figure 3 21: Areas of Integration
Figure 3 22: Critical Success Factors for CRM Initiatives
Figure 3 23: Investments in CRM Training Effort
Figure 3 24: Motivation of Employees to Participate in CRM Activities
Figure 3 25: Self-Service Usage
Figure 3 26: Character of Self-Service Activities within Organizations
Figure 3 27: Planned Investments in Self-Service in 2005
Figure 3 28: Motivation for Self-Service Usage
Figure 3 29: Self-Service Users
Figure 3 30: Range of Self-Service Usage
Figure 3 31: Ranking of Processes Supported by Self-Services
Figure 3 32: Self-Service Technologies
Figure 3 33: Benefits of Self-Services
Figure 3 34: Shortcomings of Self-Services
Figure 4 1: CRM Vision – Fields of Action
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