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Kosten senken mit CRM
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CRM dient nicht nur dem Aufbau von langfristigen Kundenbeziehungen zur Verbesserung der Wertschpfung. Es ist auch ein Instrument zur gezielten Kostensenkung in den Bereichen Marketing, Vertrieb und Service. Der hier vorgestellte ganzheitliche CRM-Ansatz bercksichtigt Data Mining/Warehousing, die Interaktion zwischen Mitarbeitern und Kunden sowie Aspekte der Geschftsprozessoptimierung anhand von Software-Anwendungen und des Workflow. Dieses Buch liefert die geeigneten Grundlagen und Werkzeuge, um Kostenreduktionspotenziale innerhalb der CRM-Wertkette zu identifizieren und gezielt umzusetzen.
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