Performance Monitoring of CRM Initiatives

Author

Grabner-Kraeuter, Sonja ; Moedritscher, Gernot ; Waiguny, Martin ; Mussnig, Werner

Author_Institution

Dept. of Marketing & Int. Manage., Alpen-Adria Univ. Klagenfurt

fYear

2007

fDate

Jan. 2007

Abstract

Since the late 1990s CRM has become a buzzword especially among business practitioners and consultants. Companies have invested or are planning to invest huge amounts to implement CRM strategies, tools and infrastructure in order to attract and retain profitable customers in today´s increasingly competitive markets. However, the existing academic literature and the practical applications of CRM do not provide definite guidance how to assess the profitability of CRM projects. What is also missing is a comprehensive measurement system that allows a holistic assessment of the ongoing contribution of CRM initiatives to the financial performance of the business firm. The purpose of this paper is to develop a framework for a systematic cost-benefit-assessment and for ongoing performance monitoring of CRM initiatives. Based on well-known methods and instruments for measuring business performance the authors propose an integrated approach to determine and measure the effectiveness and efficiency of CRM projects

Keywords

business data processing; cost-benefit analysis; customer relationship management; CRM strategies; business firm; business performance; competitive markets; comprehensive measurement system; customer relationship management; customers retention; financial performance; performance monitoring; systematic cost-benefit-assessment; Companies; Conference management; Control systems; Costs; Instruments; Investments; Marketing management; Measurement; Monitoring; Profitability;

fLanguage

English

Publisher

ieee

Conference_Titel

System Sciences, 2007. HICSS 2007. 40th Annual Hawaii International Conference on

Conference_Location

Waikoloa, HI

ISSN

1530-1605

Electronic_ISBN

1530-1605

Type

conf

DOI

10.1109/HICSS.2007.433

Filename

4076677