Architecture for Customer Relationship Management Approaches in Financial Services
ISBN
0-7695-2056-1
Type
conference paper
Date Issued
2005-01-03
Author(s)
Research Team
IWI4, C>K>P
Abstract
The majority of financial services companies in Germany and Switzerland have, with varying success, conducted customer relationship management (CRM) implementation projects. Nonetheless, the implementation of a specific CRM strategy that is aligned with company profitability and uses integrated information systems for performance measurement as well as for the control of marketing, sales, and service processes has been realized in very few companies.In this paper we present a framework for the analysis of CRM approaches in financial services companies. Building on previous research and using comprehensive literature research, we develop a CRM reference architecture that focuses on the process and system level for the description and classification of CRM approaches in companies. Moreover, we analyze three CRM case studies in Swiss and German financial services companies and derive three types of CRM approaches in the financial services industry: Customer Satisfaction Management, Customer Contact Management, and Customer Profitability Management. We describe each type in accordance with the CRM architecture and a case example. The CRM architecture and CRM types can be used as a structural framework in the analysis of CRM in enterprises to compare the context and objectives with those of other enterprises, and to derive new strategies and objectives.
Language
English
Keywords
Customer Relationship Management
Customer Knowledge Management
Architektur
System
HSG Classification
not classified
Refereed
Yes
Book title
Proceedings of the 38th Annual Hawaii International Conference on System Sciences
Publisher
IEEE
Publisher place
Los Alamitos, CA
Event Title
38th Hawaii International Conference on System Science (HICSS-38)
Event Location
Big Island, HI, USA
Event Date
05.-08.01.2005
Subject(s)
Division(s)
Eprints ID
213288
File(s)![Thumbnail Image]()
Name
CRM_Architecture.pdf
Size
1.46 MB
Format
Adobe PDF
Checksum (MD5)
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