Thesis (MBA)--Stellenbosch University, 2002. / ENGLISH ABSTRACT: "Globally, businesses invested about $8 billion in hardware, software and
external services in 1999 to design and implement eCRM solutions. And these
investments will grow to over $38 billion by 2003. We also see that it is
happening everywhere from New York City to Sydney and Frankfurt to Seoul
and Rio de Janeiro."
Stanley A. Brown (2000:xiii).
The ever-changing global environment brings new challenges and opportunities
to the business environment. These rapid changes in the marketplace force
companies to reconsider the ways in which they do business. Companies will
not be able to avoid macro-environmental scanning and scenario planning.
Companies that will survive in this unpredictable arena must develop skills to
become faster and more efficient. The most significant changes and challenges
will be in new competition faced by companies (for example, from previously
unexpected sectors) and in changes in customer demands.
Recent rapid technological developments have created new methods of doing
business, resulting in new markets and new business practices. The world-wide
market place now allows customers to obtain price and quality information
readily and reliably - 24 hours a day, 7 days a week.
Companies will not be able to gain and retain competitive advantage by
developing skills in only one area. 'Customers are increasingly difficult to satisfy
and require quality, promptness and realistic prices for products and services.
Customers prefer to be treated as individuals with individual needs and
requirements, and not as part of the mass-market. Segmentation alone will not
assist companles per se - implementation of the segmentation supported by
specific business processes and technologies will result in the required shift
from a product-orientated approach to a market-orientated approach.
A business objective for companies in the New Economy must be to increase
customer retention, leveraged by a customer-driven focus. An increase in customer retention will benefit the company - it is more expensive to acquire
new customers than retain an existing customer base.
This study argues that a customer-driven focus supported by the latest ecommerce
processes and technology will assist companies in gaining and
retaining a competitive advantage. The study will focus on the successes, and
factors contributing to these successes, of Customer Relationship Management
(CRM) software implementation.
In addition to the above, the study will focus on the reasons why ROl (Return on
Investment) on CRM implementation projects is inadequate in many cases. A
further objective of this study will be to describe the main reasons why up to
60% of CRM implementations fail at first pass, and examine how to reduce this
percentage significantly.
The study will finally demonstrate that the critical question for managers is not
whether a CRM system is necessary, but which products to implement and
which factors to take into account before implementing the project. / AFRIKAANSE OPSOMMING: "Globally, businesses invested about $8 bill/ion in hardware, software and
external services in 1999 to design and implement eCRM solutions. And these
investments wil/ grow to over $38 billion by 2003. We also see that it is
happening everywhere from New York City to Sydney and Frankfurt to Seoul
and Rio de Janeiro."
Stanley A. Brown (2000:xiii)
Die deurlopend veranderende wêreld veroorsaak dat daar gedurig nuwe
uitdagings en geleenthede in die besigheidswêreld ontstaan. Hierdie skielike
veranderinge dwing besighede om in diepte te kyk na die manier waarop hulle
besigheid doen. Dit sal onwys wees vir besighede om makro-ekonomiese
vooruitskatting en scenario-beplanning te vermy. Besighede wat in hierdie
onvoorspelbare omgewing wil oorleef, sal vaardighede moet ontwikkel om
ratser en meer effektief te wees. Die ingrypendste veranderinge en uitdagings
sal wees in die vorm van nuwe kompetisie waardeur besighede bedreig sal
word - byvoorbeeld uit voorheen onverwagte sektore - asook veranderinge in
verbruikersbehoeftes.
Snelle tegnologiese ontwikkeling het nuwe besigheidsmetodes tot stand
gebring, met gevolglike nuwe markte en nuwe besigheidspraktyke. Die
wêreldmark maak dit nou vir verbruikers moontlik om inligting vinnig en
betroubaar in die hande te kry - 24 uur per dag, 7 dae per week.
Besighede sal nie 'n kompeterende voorsprong kan realiseer deur vaardighede
in slegs een area te ontwikkel nie. Verbruikers is toenemend moeiliker om
tevrede te stel, en dring aan op kwaliteit, flinkheid en realistiese pryse vir
produkte en dienste. Verbruikers wil behandel word as individue met
individuele behoeftes en nie as deel van 'n gesiglose massa nie. Segmentasie
alleen kan besighede nie in hierdie verband help nie - die noodsaaklike skuif
van 'n produkgeorienteerde benadering na 'n markgeorienteerde benadering sal
teweeggebring moet word deur segmentasie wat ondersteun word deur
spesifieke besigheidsprosesse en tegnologieë. Besighede in die Nuwe Ekonomie sal hulle ten doel moet stel om verbruikers te
behou. Hierdie doelwit moet onderlê word deur 'n verbruikergedrewe fokus. 'n
Toename in die behoud van verbruikers is voordelig vir die besigheid,
aangesien dit duurder is om nuwe kliënte te werf as om 'n bestaande
kliëntebasis te behou.
Hierdie studie maak die aanspraak dat 'n verbruikergedrewe fokus, ondersteun
deur die mees moderne e-handel prosesse en tegnologieë, besighede sal
ondersteun in die verkryging en behoud van 'n kompeterende voorsprong. Die
studie sal fokus op die suksesse, en die bydraende faktore tot sukses, wat kan
volg op die implementering van spesifiek sagteware vir Kliënteverhoudinge
Bestuur (Customer Relationship Management of CRM).
Die studie sal verder fokus op die redes waarom die Opbrengs op Belegging
(Return on investment of ROl) vir CRM implementasie projekte dikwels
ontoereikend is. Die studie sal ook die hoofredes aangee waarom soveel as
60% van alle CRM implementasies met die eerste poging misluk, en ondersoek
sal gedoen word na stappe om hierdie persentasie aansienlik te verminder.
Die studie sal uiteindelik aan die hand doen dat die kritiese vraag vir
bestuurders nie is óf 'n CRM stelsel noodsaaklik is nie, maar watter produkte
geïmplementeer moet word, en watter faktore in ag geneem moet word voor
implementasie.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/52753 |
| Date | 12 1900 |
| Creators | Ligthelm, Verina |
| Contributors | Nel, C., 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 | Unknown |
| Type | Thesis |
| Format | 108 p. : ill. |
| Rights | Stellenbosch University |
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