Thesis (MBA)--Stellenbosch University, 2005. / ENGLISH ABSTRACT: Customer relationship management (CRM) is perceived as critical to the longterm
success of any organisation, since CRM could be developed into a core
competence providing a competitive advantage. Although the importance of
CRM is recognised worldwide, most implementations of CRM systems fail to
achieve their goals. Trends show that CRM success is still the exception and
not the rule.
The main objective of this study is to examine the value and characteristics of
CRM systems and determine the most common factors that impact on the
success of CRM systems implementations.
CRM is a business strategy that integrates people, processes and technology,
and places the customer at the core of the business. CRM aims to increase
business performance and enhance customer value by increasing customer
retention, acquisition, satisfaction and loyalty resulting in increased revenue
and profitability. The study found that the implementation of CRM systems
involves a completely new way of doing business. The major problems
experienced in the implementation of CRM systems are identified as change
management problems and too much emphasis on technology.
The study paints out that technology alone will not guarantee the success of
CRM systems implementations, since CRM systems are not so much about
technology but more about people and business processes. It is
recommended that more emphasis should be placed on cultural and
behavioural change in the business environment by focusing on the
management of change of the people using CRM systems.
A CRM systems implementation model based on previous studies and
literature relating to CRM has been developed in the South African context.
This model is derived from the Gartner model, the customer management
assessment tool and different readiness approaches for CRM systems
implementations. The study concludes· with the development of a measuring
instrument for the implementation of CRM systems. / AFRIKAANSE OPSOMMING: Die persepsie is dat klienteverhoudingebestuur (KVB) krities tot die
langtermyn sukses van enige organisasie is, aangesien KVB ontwikkel kan
word in 'n kernvaardigheid wat 'n kompeterende voordeel verskaf. Alhoewel
die belangrikheid van KVB wereldwyd erken word, misluk die meeste KVB
implementerings om hulle doelwitte te bereik. Tendense toon dat KVB sukses
steeds die uitsondering en nie die reel is nie.
Die doel van die studie is om die waarde en eienskappe van KVB stelsels te
ondersoek en om die mees algemene faktore wat 'n impak op die sukses van
KVB stelsels implementerings het, te bepaal.
KVB is 'n besigheidstrategie wat mense, prosesse en tegnologie integreer en
kliente as die kern van die besigheid beskou. KVB het ten doel om die
werkverrigting van die besigheid en die waarde vir die klient te verhoog deur
verbetering van die retensie, werwing, tevredenheid en lojaliteit van kliente,
wat 'n verhoogde inkomste en winsgewendheid tot gevolg het. Die studie het
gevind dat 'n KVB stelsel 'n totale nuwe manier van besigheid behels. Die
belangrikste probleme wat met die implementering van KVB stelsels
ondervind word, is geidentifiseer as veranderingsbestuursprobleme en te veel
klem op tegnologie.
Die studie het ook aangetoon dat tegnologie alleen nie die sukses van KVB
stelsels implementerings sal waarborg nie, omdat KVB stelsels nie soseer om
tegnologie gaan nie, maar meer om mense en besigheidsprosesse. Dit word
aanbeveel dat meer klem op kulturele en gedragsveranderinge in die
besigheidsomgewing geplaas moet word deur te fokus op die bestuur van
verandering van die mense wat KVB stelsels gebruik.
'n KVB stelsels implementeringsmodel gebaseer op vorige KVB verwante
studies en literatuur, is in die Suid-Alrikaanse konteks ontwikkel. Hierdie
model is afgelei van die Gartner model, die klientebestuur
assesseringshulpmiddel en verskillende gereedheidsbenaderinge vir KVB
stelsels implementerings. Die studie sluit af met die ontwikkeling van 'n
meetinstrument vir die implementering van KVB stelsels.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/50254 |
| Date | 03 1900 |
| Creators | Burger, Naomi Magdalena |
| Contributors | Fourie, L. C. H., Stellenbosch University. Faculty of Economic and 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 | 81 p. |
| Rights | Stellenbosch University |
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