Thesis (MPhil)--Stellenbosch University, 2005. / ENGLISH ABSTRACT: Customer Relationship Management (CRM) systems are increasingly becoming strategic
business imperatives to organizations. This thesis states that many companies do fail to get the
intended returns from CRM infrastructures simply because they see CRM as merely technological
solutions to attracting and retaining customers while failing to see it as a business strategy and
integrated into the business model or concept.
In the first chapter, the review of literature about CRM, the aims, specific objectives, and methodology
used to finalize this paper, problems and challenges surrounding CRM systems are discussed.
The second chapter consists of the definition of CRM systems from various multi-disciplinary
perspectives as taken from different authors. Besides, the nature, potential benefits and costs to both
customers and organizations, and the different types of CRM programs are discussed in detail.
In chapter three, the need to integrate CRM strategies into organizational corporate strategy and
competitive strategies of various functions of an organization are discussed. Besides, the customer
segmentation strategies and market segmentation strategies are explained.
In chapter four, the relationships between CRM strategies and the various organizational forces such
as organizational culture, structure, business processes, and measuring process re-engineering are
discussed.
In chapter five, the alignment of support technologies with CRM strategies is discussed in detail. The
sections in the chapter include the role of ICTs in CRM systems, the use of Customer Knowledge
Management (CKM) in CRM strategies, Customer data analysis, the role of data marts in CRM
projects, computer system architecture and data storage management, data sources for CRM
purposes, the role of database management systems in CRM systems, the role of customer contact
points in CRM systems, database structures for CRM infrastructure, and the use of data mining for
data analysis and information delivery.
In Chapter six, the need to establish value-adding processes and the creation of value in CRM
systems to both customers and organizations are mentioned as the main requirements in CRM
strategies. Such sub-topics in this chapter include the customer value proposition, determination of
acquisition and retention strategies and customer net value, customer service excellence, the
relationship between value-adding services and personalized treatment of customers, and loyalty
programs.
In Chapter seven, the reasons for customer defection and the mechanisms to prevent the defection
possibilities are discussed. Then, the thesis is summarized and concluded. / AFRIKAANSE OPSOMMING: Klanteverhoudingsbestuurstelsels - hierna verwys as CRM-stelsels - word toenemend belangrik vir
die strategiese besigheidsbelang van organisasies. Hierdie tesis sal poog om te toon dat baie
maatskapye CRM bloot as 'n tegnologiese oplossing beskou en derhalwe nie daarin slaag om met hul
CRM-infrastruktuur beoogde organisasie doelwitte te behaal nie. CRM word meesal beskou as 'n
tegnologiese hulpmiddel om kliente te bekom en te behou, en nie as 'n besigheidstrategie wat in die
besigheidsmodel en -konsep geintergreer behoort te word nie.
Die eerste hoofstuk, dek 'n literatuur-oorsig oor CRM, stel sekere spesifieke doelwitte met die studie,
bespreek die metodologie wat vir die studie hieroor gebruik is en stel die probleme en uitdagings
rondom CRM stelselimplementering.
Die tweede hoofstuk handel oor die definisies van CRM-stelsels gesien vanuit die perspektiewe van
verskillende outeurs. Verder word die aard, potensiele voordele en koste vir beide kliente en
organisasies tov die implementering van CRM, asook die verskillende tipes CRM programme wat
beskikbaar is, bespreek.
In hoofstuk drie, word die belangrikheid om CRM strategiee met die van die organisasie se
kooperatiewe en mededingende strategie te intergreer en te belyn, beklemtoon. Verder word verskeie
mark-segmentasie strategiee bespreek.
In hoofstuk vier gaan die bespreking oor die verband tussen CRM strategiee en die verskillende
organisasie faktore soos organisasiekultuur, organisasiestruktuur, besigheidsprosesse. Die meting en
beheer van die interverwantskappe van hierdie faktore word op grond van
besigheidsprosesheringeneurings- (BPR) beginsels bespreek.
In hoofstuk vyf word die inlynstelling/belyning van ondersteuningstegnologiee met CRM strategiee
deeglik bespreek. Die afdelings van hierdie hoofstuk behels die bespreking van die rol van Inligtings
Kommunikasie Tegnologie (ICTs) in CRM stelsels, die gebruik van Kliente Kennisbestuur (CKB) in
CRM strategiee, klient-data analisering, die rol van data-marts in CRM projekte, rekenaarstelsel
argitektuur en databergingsbestuur, data bronne vir CRM doeleindes, die rol van databasisbestuurstelsels
(DBMS) in CRM, die rol van klient kontak punte, databasis-strukture vir CRM infrastruktuur,
en die gebruik van datadelwings- (data-mining) tegnieke vir data analisering en
inligtingsontdekking.
Hoofstuk ses bespreek die behoefte om waardetoevoegende prosesse te implementeer, en om die
skepping van waarde uit CRM stelsels vir beide die klient en die organisasie as die vernaamste
doelwitvereiste vir 'n CRM stategie te vestig.
Verder behels die onderwerpe in hierdie hoofstuk, die klient waarde-aanbod/proposisie, die bepaling
van klientwerwing en -behoud strategiee, die bepaling van klient se netto-waarde, die vestiging van 'n
klientediens uitnemendheidsprogram, die verband tussen waardetoevoegende dienste, die
verpersoonlike hantering van kliente, en laastens die vestiging van lojaliteitsprogramme.
In die finale hoofstuk word die redes vir klientedros/defeksie en die meganisme om die moontlikheid
daarvan te verhoed bespreek. Daarna volg 'n opsomming en word sekere gevolgtrekkings gemaak.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/50466 |
| Date | 03 1900 |
| Creators | Berhane Ogbamichael, Hermon |
| Contributors | Botha, D. F., Stellenbosch University. Faculty of Arts & Social Sciences. Dept. of Information Science. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | Unknown |
| Type | Thesis |
| Format | 71 p. |
| Rights | Stellenbosch University |
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