CFROI of Customer Relationship Management

Empirical Evidence from mySAP CRM Users

SELCHERT, Martin Taal: Engels

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Customer Relationship Management (CRM) promises to create value for a company through a software-supported customer focus of its entire business system. But the urgent question of CRM's impact on the bottom line is still open. This study, focused on mySAP CRM users in Germany, Austria and Switzerland, produces quantitative evidence of such an impact. It is more than a survey, as cash-flow return on investment (CFROI), the net present value, and the break-even period result from individually crafted, comparable business cases for all participants. These financial decision criteria are founded on a solid and detailed analysis of operational improvements through using CRM. The main results are provided by sector; and many of the potential »factors of CRM success« are tested.
ISBN
9783896732484
Verschenen
01-01-2005
Bindwijze
Paperback
Pagina's
220 pagina's
Druk
1e
Taal
Engels
Auteur(s)
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