Thesis (MBA)--Stellenbosch University, 2003. / ENGLISH ABSTRACT: The competitive situation in all markets is becoming stronger, and intemationalisation,
deregulation, shorter innovation cycles, and the increasingly technical similarity of products is
further intensifying competition. There is a growing need for companies to find new ways to
be able to compete in the market. It is especially true for small and medium-sized enterprises,
with little financial and human resources, as it is essential in order to compete with larger
organisations.
The new hype around customer relationship management (CRM) arose recently with the rapid
developments in information technology (IT). Today when spoken about CRM almost always
the discussion is about a software application. This work wants to give a broad overview of
the concepts of customer relationship management and what it entails, including a definition,
objectives and measurements. Other important issues, like privacy, around CRM are looked at
as well and the link between CRM and IT is explained. One section of this document
comprises a closer look on the software applications that are available.
The evaluation of real life examples in the form of case studies led to an implementation
framework that is especially suited for small and medium-sized enterprises. There are some
important factors regarding the implementation that businesses have to make considerations
for. Many things can go wrong, however, the success will compensate for everything. This
work is explaining the key factors for a successful implementation and gives reasons why
many CRM projects fail. Finally, there is an outlook on future developments in the field of
CRM. / AFRIKAANSE OPSOMMING: Die kompeterende situasie in alle markte raak sterker, en internasionalisering, deregulasie,
korter innoverings-siklusse en die verhoogde tegniese ooreenkomste van produkte verhoog
kompetisie verder. Daar is 'n groeiende behoefte vir maatskappye om nuwe maniere te vind
om te kan kompeteer in die mark. Dit is veral waar vir klein en medium-grootte
ondernemings, met klein finansiële en menslike hulpbronne, en dit is onontbeerlik om te kan
kompeteer met groter organisasies.
Die nuwe reklame rondom kliënte verhoudingsbestuur het onlangs onstaan met die vinnige
ontwikkelings in inligtingstegnologie. Wanneer daar vandag gepraat word van kliënte
verhoudingsbestuur, gaan die bespreking byna altyd oor die sagteware
aanwendings/toepassings. Hierdie werke wil 'n wye oorsig bied van die konsep van kliënte
verhoudingsbestuur en wat dit behels, insluitende 'n definisie, doelwitte en maatstawwe.
Ander belangrike punte, soos privaatheid rondom kliënte verhoudingsbestuur word ook na
gekyk, sowel as die skakel tussen kliënte verhoudingsbestuur en inligtingstegnologie word
bespreek. Een afdeling van hierdie dokument bestaan uit 'n meer gedetailleerde kykie na die
sagteware toepassings wat beskikbaar is.
Die evaluasie van werklike voorbeelde in die vorm van gevallestudies het gelei na die
implementasie raamwerk wat veral geskik is vir klein en medium-grootte ondernemings. Daar
is sommige belangrike faktore aangaande die implimentering, wat besighede in oorweging
moet bring. Baie dinge kan verkeerd gaan, alhoewel die sukses sal opmaak vir alles. Hierdie
werke verduidelik die sleutelfaktore vir 'n suksesvolle implimentasie, en bied redes waarom
baie kliënte verhoudingsbestuursprojekte faal. Laastens, is daar ook die vooruitsig van
toekomstige ontwikkelings in die veld van kliënte verhoudingsbestuur.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/53343 |
| Date | 03 1900 |
| Creators | Mentz, Oliver |
| Contributors | Loubser, S., Stellenbosch University. Faculty of Economic & Management Sciences. Graduate School of Business. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | English |
| Type | Thesis |
| Format | 65 p. |
| Rights | Stellenbosch University |
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