Customer Information Management (English shop)

Ein Referenzmodell für die Informationsversorgung im Customer Relationship Management

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The needs-based and efficient provision of customer-related information is today one of the most important factors for sales success. Yet many companies have so far managed this task only inadequately. It is difficult to describe sales-related information needs concretely, to generate and provide needs-based information from data, and subsequently to ensure that information is used appropriately. On the basis of a comprehensive analysis of the academic literature and against the background of his many years of international professional experience, the author develops a cross-company reference model for customer information management. Through a holistic consideration of processes, organisation and methods, a comprehensive approach is presented that has a general recommendatory character and can be adapted to individual cases. The book contains fundamental definitions and explanations, overviews and diagrams, checklists as well as design guidance and examples from practice. It is aimed equally at theorists and practitioners and constitutes a well-founded guide for all those who wish to unlock information potential, reduce wastage in information provision and increase revenue.