Modern information and communication technologies
offer a variety of support options for the efficient handling of
customer relationships. CRM systems have been developed, which
are designed to support the processes in the areas of marketing, sales
and service. Along with technological progress, CRM systems are
constantly changing, i.e. the systems are continually enhanced by
new functions. However, not all functions are suitable for every
company because of different frameworks and business processes. In
this context the question arises whether or not CRM systems are
widely used in Austrian companies and which business processes are
most frequently supported by CRM systems. This paper aims to shed
light on the popularity of CRM systems in Austrian companies in
general and the use of different functions to support their daily
business. First of all, the paper provides a theoretical overview of the
structure of modern CRM systems and proposes a categorization of
currently available software functionality for collaborative,
operational and analytical CRM processes, which provides the
theoretical background for the empirical study. Apart from these
theoretical considerations, the paper presents the empirical results of
a field survey on the use of CRM systems in Austrian companies and
analyzes its findings.
[1] Ahearne, M., Hughes, D. E., Schillewaert, N., "Why sales reps should
welcome information technology: Measuring the impact of CRM-based
IT on sales effectiveness", in Intern. J. of Research in Marketing, vol.
24, 2007, pp. 336-349.
[2] Alferoff, C., Knights, D., ÔÇ×Customer relationship mangement in call
centers: The uneasy process of re(form)ing the subject through the
ÔÇÜpeople-by-numbersÔÇÿ approach", in Information and Organization, vol.
18, 2008, pp. 29-50.
[3] Amberg, M., "Basistechnologien von CRM-Systemen", in IT-Systeme
im CRM - Aufbau und Potentiale, Hippner, H., Wilde, K. D., Ed.
Wiesbaden: Gabler Verlag, 2004, pp. 43-73.
[4] Amberg, M., Schumacher, J., ÔÇ×CRM-Systeme und Basistechnologien",
in CRM-Systeme mit EAI, Meyer, M., Ed. Braunschweig/Wiesbaden:
Vieweg Verlag, 2002, pp. 21-59.
[5] Anderson, J. L., Jolly, L. D., Fairhurst, A. E., ÔÇ×Customer relationship
management in retailing: A content analysis of retail trade journals", in:
Journal of Retailing and Consumer Services, vol. 14, 2007, pp. 394-399.
[6] Bamberger, R,. ÔÇ×Customer Relationship Management als Basis f├╝r den
Aufbau und Betrieb von Customer Care Centern", in Customer Care
Center professionell managen, Bullinger, H.-J., Bamberger, R., König,
A., Ed. Wiesbaden: Gabler Verlag, 2003, pp. 13-22.
[7] Bartz, M., ÔÇ×Umsatz steigern mit CRM und E-CRM", in HMD Praxis der
Wirtschaftsinformatik, vol. 221, 2001, pp. 13-15.
[8] Boulding, W., Staelin, R., Ehret, M., Johnston, W. J., "A Customer
Relationship Management Roadmap: What Is Known, Potential Pitfalls,
and Where to Go", in: Journal of Marketing, vol. 69, 2005, pp. 155-166.
[9] Coltman, T., "Why build a customer relationship management
capability?", in Journal of Strategic Information Systems, vol. 16, 2007,
pp. 301-320.
[10] Englbrecht, A., Hippner, H., Wilde, K. D., ÔÇ×Marketing Automation -
Grundlagen des Kampagnenmanagements", in IT-Systeme im CRM -
Aufbau und Potentiale, Hippner, H., Wilde, K. D., Ed. Wiesbaden:
Gabler Verlag, 2004, pp. 333-372.
[11] Fröschle, H.-P., ÔÇ×CRM-Unterst├╝tzungspotentiale", in HMD Praxis der
Wirtschaftsinformatik, vol. 221, 2001, pp. 5-12.
[12] Greenberg, P., CRM - Customer Relationship Management at the Speed
of Light. 2nd ed., Berkeley: McGraw-Hill/Osborne, 2002.
[13] He, Z., Xu, X., Huang, J. Z., Deng, S., "Mining class outliers: concepts,
algorithms and applications in CRM", in Expert Systems with
Applications, vol. 27, 2004, pp. 681-697.
[14] Hendricks, K. B., Singhal, V. R., Stratman, J. K., "The impact of
enterprise systems on corporate performance: A study of ERP, SCM,
and CRM system implementations", in Journal of Operations
Management, vol. 25, 2007, pp. 65-82.
[15] Hippner, H., Hoffmann, O., Wilde K. D., CRM-Studie 2006. Eichstätt-
Ingolstadt: Wilde Verlag, 2006.
[16] Hippner, H., Martin, St., Wilde, K. D., ÔÇ×CRM-Systeme - Eine
Markt├╝bersicht", in HMD Praxis der Wirtschaftsinformatik, vol. 221,
2001, pp. 27-36.
[17] Hippner, H., Rentzmann, R., Wilde, K. D., ÔÇ×Aufbau und
Funktionalitäten von CRM-Systemen", in Grundlagen des CRM -
Konzepte und Gestaltung, 2nd ed., Hippner, H., Wilde, K. D., Ed.
Wiesbaden: Gabler Verlag, 2006, pp. 45-74.
[18] Hippner, H., Wilde, K. D., "CRM - Ein Überblick", in Effektives
Customer Relationship Management, 3rd ed., Helmke, St., Uebel, M. F.,
Dangelmaier, W., Ed., Wiesbaden: Gabler Verlag, 2003, pp. 3-37.
[19] Hirschowitz, A., "Closing the CRM loop: The 21st century marketer-s
challenge: Transforming customer insight into customer value", in
Journal of Targeting, Measurement and Analysis for Marketing, vol. 10,
2001, pp. 168-178.
[20] Horn, M., Markt- und Anforderungsanalyse f├╝r CRM-Systeme im
Mittelstand. Berlin: VDM Verlag, 2007.
[21] King, S. F., Burgess, T. F., "Understanding success and failure in
customer relationship management", in Industrial Marketing
Management, doi: 10.1016/j.indmarman.200702005.
[22] Kölmel, B., K├╝hner, A., "CRM-Ans├ñtze und - Ebenen: Funktionen des
erfolgreichen CRM", in CRM-Erfolgsfaktor Kundenorientierung, 2nd ed.,
Hubschneider, M., Sibold, K., Ed., Freiburg/M├╝nchen/Berlin: Haufe
Verlag, 2007, pp. 84-92.
[23] Link, J., ÔÇ×Grundlagen und Perspektiven des Customer Relationship
Management", in Customer Relationship Management, Link, J., Ed,
Berlin/Heidelberg/New York: Springer Verlag, 2001.
[24] Lorenz, B., ÔÇ×Die Branche kommt in Fahrt", in Business & IT, vol. 1,
2007, pp. 28-49.
[25] Lorenz, B., ÔÇ×Integrationstalente", in Business & IT, vol. 5, 2006, pp. 28-
41.
[26] Mendoza, L. E., Marius, A., Pérez, M., Grim├ín A. C., "Critical success
factors for a customer relationship management strategy", in Information
and Software Technology, vol. 49, 2007, pp. 913-945.
[27] Minami, Ch., Dawson, J., "The CRM process in retail and service sector
firms in Japan: Loyalty development and financial return", in Journal of
Retailing and Consumer Services, doi: 10.1016/j.jretconser.2007.09.001.
[28] Ngai, E. W. T., Xiu, L., Chau, D. C. K., ÔÇ×Application of data mining
techniques in customer relationship management: A literature review
and classification", in Expert Systems with Applications,
doi:10.1016/j.eswa.2008.02.021.
[29] Naguyen, T. H., Sherif, J. S., Newby, M., "Strategies for successful
CRM implementation", in Information Management & Computer
Security, vol. 15, 2007, pp. 102-115.
[30] Neckel, P., Knobloch, B., Customer Relationship Analytics. Heidelberg:
dpunkt Verlag, 2005.
[31] Payne, A., Frow, P., "A strategic framework for CRM", in Journal of
Marketing, vol. 69, 2005, pp. 167-176.
[32] Peppard, J., "Customer Relationship Management (CRM) in Financial
Services", in European Management Journal, vol.18, 2000, pp. 312-327.
[33] Rapp, R., Customer Relationship Management. 3rd ed., Frankfurt/New
York: Campus Verlag, 2005.
[34] Reinartz, W., Krafft, M., Hoyer, W. D., ÔÇ×The customer relationship
mangement process: ist measurement and impact on performance", in
Journal of Marketing Research, vol. 41, 2004, pp. 293-313.
[35] Richards, K. A., Jones, E., "Customer relationship management: Finding
value drivers", in Industrial Marketing Management, vol. 37, 2008, pp.
120-130.
[36] Reichardt, Ch., One-to-One-Marketing im Internet. Wiesbaden: Gabler
verlag, 2000.
[37] Reinecke, S., Sausen, K., ÔÇ×CRM als Chance f├╝r das Marketing", in
Thexis, vol. 1, 2002, pp. 2-5.
[38] Schögel, M., Sauer, A., ÔÇ×Multi-Channel Marketing - Die
Königsdisziplin im CRM", in Thexis, vol. 1, 2002, pp. 26-31.
[39] Schöler, A., ÔÇ×Service Automation - Unterst├╝tzung der Serviceprozesse
im Front- und Back-Office", in IT-Systeme im CRM - Aufbau und
Potentiale, Hippner, H., Wilde, K. D., Ed. Wiesbaden: Gabler Verlag,
2004, pp. 373-392.
[40] Schulze, J., CRM erfolgreich einf├╝hren. Berlin/Heidelberg/New York:
Springer Verlag, 2002.
[41] Schumacher, J., Meyer, M., Customer Relationship Management
strukturiert dargestellt. Berlin/Heidelberg/New York: Springer Verlag,
2004.
[42] Schwetz, W., Marktspiegel CRM 2007. 15th ed., Karlsruhe: Schwetz
Consulting, 2006.
[43] Schwetz, W., Customer Relationship Management. 2nd ed., Wiesbaden:
Gabler Verlag, 2001.
[44] Swift, R. S., Accelerating Customer Relationships. Upper Saddle River,
USA: Prentice Hall PRT, 2001.
[45] Tanner, J. F., Ahearne, M., Leigh, T., Mason, Ch., Moncrief, W., "CRM
in sales-intensive organizations: A review and future directions", in
Journal of Personal Selling and Sales Management, vol. 25, 2005, pp.
171-182.
[46] Teo, T. S. H., Devadoss, P., Pan, S. L., "Towards a holistic perspective
of customer relationship management (CRM) implementation: A case
study of the Housing and Development Board, Singapore", in Decision
Support Systems, vol. 42, 2006, pp. 1613-1627.
[47] Uebel, M., ÔÇ×Wirtschaftlichkeitsbetrachtungen f├╝r CRM-Lösungen", in
Effektives Customer Relationship Management, 3rd ed., Helmke, St.,
Uebel, M. F., Dangelmaier, W., Ed., Wiesbaden: Gabler Verlag, 2003,
pp. 341-356.
[48] Winkelmann, P., "Sales Automation - Grundlagen des Computer Aided
Selling", in IT-Systeme im CRM - Aufbau und Potentiale, Hippner, H.,
Wilde, K. D., Ed., Wiesbaden: Gabler Verlag, 2004, pp. 301-332.
[49] Xu, Y., Yen, D. C., Lin, B., Chou, D. C., "Adopting customer
relationship management technology", in Industrial Management &
Data Systems, vol. 102/8, 2002, pp. 442-452.
[50] Zipser, A., "Business Intelligence im CRM", in Customer Relationship
Management - Erfolgreiche Kundenbeziehungen durch integrierte
Informationssysteme, Link, J., Ed., Berlin/Heidelberg/New York:
Springer Verlag, 2001, pp. 35-57.
[1] Ahearne, M., Hughes, D. E., Schillewaert, N., "Why sales reps should
welcome information technology: Measuring the impact of CRM-based
IT on sales effectiveness", in Intern. J. of Research in Marketing, vol.
24, 2007, pp. 336-349.
[2] Alferoff, C., Knights, D., ÔÇ×Customer relationship mangement in call
centers: The uneasy process of re(form)ing the subject through the
ÔÇÜpeople-by-numbersÔÇÿ approach", in Information and Organization, vol.
18, 2008, pp. 29-50.
[3] Amberg, M., "Basistechnologien von CRM-Systemen", in IT-Systeme
im CRM - Aufbau und Potentiale, Hippner, H., Wilde, K. D., Ed.
Wiesbaden: Gabler Verlag, 2004, pp. 43-73.
[4] Amberg, M., Schumacher, J., ÔÇ×CRM-Systeme und Basistechnologien",
in CRM-Systeme mit EAI, Meyer, M., Ed. Braunschweig/Wiesbaden:
Vieweg Verlag, 2002, pp. 21-59.
[5] Anderson, J. L., Jolly, L. D., Fairhurst, A. E., ÔÇ×Customer relationship
management in retailing: A content analysis of retail trade journals", in:
Journal of Retailing and Consumer Services, vol. 14, 2007, pp. 394-399.
[6] Bamberger, R,. ÔÇ×Customer Relationship Management als Basis f├╝r den
Aufbau und Betrieb von Customer Care Centern", in Customer Care
Center professionell managen, Bullinger, H.-J., Bamberger, R., König,
A., Ed. Wiesbaden: Gabler Verlag, 2003, pp. 13-22.
[7] Bartz, M., ÔÇ×Umsatz steigern mit CRM und E-CRM", in HMD Praxis der
Wirtschaftsinformatik, vol. 221, 2001, pp. 13-15.
[8] Boulding, W., Staelin, R., Ehret, M., Johnston, W. J., "A Customer
Relationship Management Roadmap: What Is Known, Potential Pitfalls,
and Where to Go", in: Journal of Marketing, vol. 69, 2005, pp. 155-166.
[9] Coltman, T., "Why build a customer relationship management
capability?", in Journal of Strategic Information Systems, vol. 16, 2007,
pp. 301-320.
[10] Englbrecht, A., Hippner, H., Wilde, K. D., ÔÇ×Marketing Automation -
Grundlagen des Kampagnenmanagements", in IT-Systeme im CRM -
Aufbau und Potentiale, Hippner, H., Wilde, K. D., Ed. Wiesbaden:
Gabler Verlag, 2004, pp. 333-372.
[11] Fröschle, H.-P., ÔÇ×CRM-Unterst├╝tzungspotentiale", in HMD Praxis der
Wirtschaftsinformatik, vol. 221, 2001, pp. 5-12.
[12] Greenberg, P., CRM - Customer Relationship Management at the Speed
of Light. 2nd ed., Berkeley: McGraw-Hill/Osborne, 2002.
[13] He, Z., Xu, X., Huang, J. Z., Deng, S., "Mining class outliers: concepts,
algorithms and applications in CRM", in Expert Systems with
Applications, vol. 27, 2004, pp. 681-697.
[14] Hendricks, K. B., Singhal, V. R., Stratman, J. K., "The impact of
enterprise systems on corporate performance: A study of ERP, SCM,
and CRM system implementations", in Journal of Operations
Management, vol. 25, 2007, pp. 65-82.
[15] Hippner, H., Hoffmann, O., Wilde K. D., CRM-Studie 2006. Eichstätt-
Ingolstadt: Wilde Verlag, 2006.
[16] Hippner, H., Martin, St., Wilde, K. D., ÔÇ×CRM-Systeme - Eine
Markt├╝bersicht", in HMD Praxis der Wirtschaftsinformatik, vol. 221,
2001, pp. 27-36.
[17] Hippner, H., Rentzmann, R., Wilde, K. D., ÔÇ×Aufbau und
Funktionalitäten von CRM-Systemen", in Grundlagen des CRM -
Konzepte und Gestaltung, 2nd ed., Hippner, H., Wilde, K. D., Ed.
Wiesbaden: Gabler Verlag, 2006, pp. 45-74.
[18] Hippner, H., Wilde, K. D., "CRM - Ein Überblick", in Effektives
Customer Relationship Management, 3rd ed., Helmke, St., Uebel, M. F.,
Dangelmaier, W., Ed., Wiesbaden: Gabler Verlag, 2003, pp. 3-37.
[19] Hirschowitz, A., "Closing the CRM loop: The 21st century marketer-s
challenge: Transforming customer insight into customer value", in
Journal of Targeting, Measurement and Analysis for Marketing, vol. 10,
2001, pp. 168-178.
[20] Horn, M., Markt- und Anforderungsanalyse f├╝r CRM-Systeme im
Mittelstand. Berlin: VDM Verlag, 2007.
[21] King, S. F., Burgess, T. F., "Understanding success and failure in
customer relationship management", in Industrial Marketing
Management, doi: 10.1016/j.indmarman.200702005.
[22] Kölmel, B., K├╝hner, A., "CRM-Ans├ñtze und - Ebenen: Funktionen des
erfolgreichen CRM", in CRM-Erfolgsfaktor Kundenorientierung, 2nd ed.,
Hubschneider, M., Sibold, K., Ed., Freiburg/M├╝nchen/Berlin: Haufe
Verlag, 2007, pp. 84-92.
[23] Link, J., ÔÇ×Grundlagen und Perspektiven des Customer Relationship
Management", in Customer Relationship Management, Link, J., Ed,
Berlin/Heidelberg/New York: Springer Verlag, 2001.
[24] Lorenz, B., ÔÇ×Die Branche kommt in Fahrt", in Business & IT, vol. 1,
2007, pp. 28-49.
[25] Lorenz, B., ÔÇ×Integrationstalente", in Business & IT, vol. 5, 2006, pp. 28-
41.
[26] Mendoza, L. E., Marius, A., Pérez, M., Grim├ín A. C., "Critical success
factors for a customer relationship management strategy", in Information
and Software Technology, vol. 49, 2007, pp. 913-945.
[27] Minami, Ch., Dawson, J., "The CRM process in retail and service sector
firms in Japan: Loyalty development and financial return", in Journal of
Retailing and Consumer Services, doi: 10.1016/j.jretconser.2007.09.001.
[28] Ngai, E. W. T., Xiu, L., Chau, D. C. K., ÔÇ×Application of data mining
techniques in customer relationship management: A literature review
and classification", in Expert Systems with Applications,
doi:10.1016/j.eswa.2008.02.021.
[29] Naguyen, T. H., Sherif, J. S., Newby, M., "Strategies for successful
CRM implementation", in Information Management & Computer
Security, vol. 15, 2007, pp. 102-115.
[30] Neckel, P., Knobloch, B., Customer Relationship Analytics. Heidelberg:
dpunkt Verlag, 2005.
[31] Payne, A., Frow, P., "A strategic framework for CRM", in Journal of
Marketing, vol. 69, 2005, pp. 167-176.
[32] Peppard, J., "Customer Relationship Management (CRM) in Financial
Services", in European Management Journal, vol.18, 2000, pp. 312-327.
[33] Rapp, R., Customer Relationship Management. 3rd ed., Frankfurt/New
York: Campus Verlag, 2005.
[34] Reinartz, W., Krafft, M., Hoyer, W. D., ÔÇ×The customer relationship
mangement process: ist measurement and impact on performance", in
Journal of Marketing Research, vol. 41, 2004, pp. 293-313.
[35] Richards, K. A., Jones, E., "Customer relationship management: Finding
value drivers", in Industrial Marketing Management, vol. 37, 2008, pp.
120-130.
[36] Reichardt, Ch., One-to-One-Marketing im Internet. Wiesbaden: Gabler
verlag, 2000.
[37] Reinecke, S., Sausen, K., ÔÇ×CRM als Chance f├╝r das Marketing", in
Thexis, vol. 1, 2002, pp. 2-5.
[38] Schögel, M., Sauer, A., ÔÇ×Multi-Channel Marketing - Die
Königsdisziplin im CRM", in Thexis, vol. 1, 2002, pp. 26-31.
[39] Schöler, A., ÔÇ×Service Automation - Unterst├╝tzung der Serviceprozesse
im Front- und Back-Office", in IT-Systeme im CRM - Aufbau und
Potentiale, Hippner, H., Wilde, K. D., Ed. Wiesbaden: Gabler Verlag,
2004, pp. 373-392.
[40] Schulze, J., CRM erfolgreich einf├╝hren. Berlin/Heidelberg/New York:
Springer Verlag, 2002.
[41] Schumacher, J., Meyer, M., Customer Relationship Management
strukturiert dargestellt. Berlin/Heidelberg/New York: Springer Verlag,
2004.
[42] Schwetz, W., Marktspiegel CRM 2007. 15th ed., Karlsruhe: Schwetz
Consulting, 2006.
[43] Schwetz, W., Customer Relationship Management. 2nd ed., Wiesbaden:
Gabler Verlag, 2001.
[44] Swift, R. S., Accelerating Customer Relationships. Upper Saddle River,
USA: Prentice Hall PRT, 2001.
[45] Tanner, J. F., Ahearne, M., Leigh, T., Mason, Ch., Moncrief, W., "CRM
in sales-intensive organizations: A review and future directions", in
Journal of Personal Selling and Sales Management, vol. 25, 2005, pp.
171-182.
[46] Teo, T. S. H., Devadoss, P., Pan, S. L., "Towards a holistic perspective
of customer relationship management (CRM) implementation: A case
study of the Housing and Development Board, Singapore", in Decision
Support Systems, vol. 42, 2006, pp. 1613-1627.
[47] Uebel, M., ÔÇ×Wirtschaftlichkeitsbetrachtungen f├╝r CRM-Lösungen", in
Effektives Customer Relationship Management, 3rd ed., Helmke, St.,
Uebel, M. F., Dangelmaier, W., Ed., Wiesbaden: Gabler Verlag, 2003,
pp. 341-356.
[48] Winkelmann, P., "Sales Automation - Grundlagen des Computer Aided
Selling", in IT-Systeme im CRM - Aufbau und Potentiale, Hippner, H.,
Wilde, K. D., Ed., Wiesbaden: Gabler Verlag, 2004, pp. 301-332.
[49] Xu, Y., Yen, D. C., Lin, B., Chou, D. C., "Adopting customer
relationship management technology", in Industrial Management &
Data Systems, vol. 102/8, 2002, pp. 442-452.
[50] Zipser, A., "Business Intelligence im CRM", in Customer Relationship
Management - Erfolgreiche Kundenbeziehungen durch integrierte
Informationssysteme, Link, J., Ed., Berlin/Heidelberg/New York:
Springer Verlag, 2001, pp. 35-57.
@article{"International Journal of Electrical, Electronic and Communication Sciences:51163", author = "Michael Torggler", title = "The Functionality and Usage of CRM Systems", abstract = "Modern information and communication technologies
offer a variety of support options for the efficient handling of
customer relationships. CRM systems have been developed, which
are designed to support the processes in the areas of marketing, sales
and service. Along with technological progress, CRM systems are
constantly changing, i.e. the systems are continually enhanced by
new functions. However, not all functions are suitable for every
company because of different frameworks and business processes. In
this context the question arises whether or not CRM systems are
widely used in Austrian companies and which business processes are
most frequently supported by CRM systems. This paper aims to shed
light on the popularity of CRM systems in Austrian companies in
general and the use of different functions to support their daily
business. First of all, the paper provides a theoretical overview of the
structure of modern CRM systems and proposes a categorization of
currently available software functionality for collaborative,
operational and analytical CRM processes, which provides the
theoretical background for the empirical study. Apart from these
theoretical considerations, the paper presents the empirical results of
a field survey on the use of CRM systems in Austrian companies and
analyzes its findings.", keywords = "CRM systems, CRM system adoption, CRM system
diffusion, CRM functionality, Market study.", volume = "2", number = "5", pages = "774-9", }
