Customer Relationship Management for Small- and Midsized Businesses in Austria. A focus on CRM On Premise vs. CRM On Demand with mobile extension

Tesis , 2005 , 85 Páginas , Calificación: 1

Economía de las empresas - Customer relationship management, CRM

Foreword

The reason why I chose this topic for my thesis is mainly because of the fact that I have been working as a Consultant for a software company where my main responsibilities are focused on implementing CRM Solutions for small and medium sized companies in Austria. My experiences in this segment were influenced by the meetings with vendors of such solutions as well as during the planning, implementing and service phases with the customer. The projects I have been involved and the studying of news-related articles, websites and magazines in this market strengthened my opinion that Customer Relationship Management has raised a lot of attention amongst the business world in recent years. Not only the hype - but also problems that occurred with Customer Relationship Management forced companies to re-think their methodology and business strategy.

Analysts and business men are still aware of the power and growing importance of CRM technology. Companies are adopting the benefits of 360-degree view into their organization that is used to gain higher return on investment of marketing-campaigns and to handle more effectively and efficient customer service. The productivity and value of CRM solutions is steadily increasing because of the influence of the Internet and the possibilities for mobile office integration. The new approach to define CRM not as a single software tool but moreover as perhaps one of the most important keys to support and redesign a company’s business strategy is showing the shift from traditional software to CRM for the 21 st century. On demand services and wireless integration makes the current state-of-the-art solutions scalable, easier to adopt and offer affordable utilities to realize also the visions of small and medium sized companies. [...]

Table of Contents

• Introduction
• Part I
  • The Overview
    • The Definition of CRM
    • The Processes of Customer Relationship Management
      • Sales Force Automation
      • Enterprise Marketing Management
      • Partner Relationship Management
      • Customer Interaction Center
      • Field Service
    • Problems and barriers occurring with Customer Relationship management
    • Influences of Customer Relationship Management on a Business Strategy
      • The Benefits of Customer Relationship Management
      • Consequences for further proceeding
• Part II - THE APPLICATION SELECTION
  • The CRM market
  • CRM Business Application Vendors in Austria
    • Market Consolidations
    • The small and midsized company - CRM Market in Austria
    • The early adopters of mobile CRM
    • Supplier Selection
  • CRM Solutions Provider for on premise / onsite strategy
    • Sage plc's ACT!2005
    • Onyx Software Corporation's Onyx Enterprise CRM V 5.0
    • SAP AG's MySAP All-In-One CRM
  • CRM on demand
    • The evolution of hosted CRM
    • The Key Challenges when using Hosted CRM
  • CRM Solutions Provider for on demand / offsite strategy
    • Salesforce.com
    • Sage Plc Mid-Market Edition
    • Siebel CRM OnDemand
  • Summary of software-costs for onsite vs. offsite CRM
  • On Demand vs. On Premise
• Part III
  • The Technologies for mobile Integration
    • Mobile Integration - supporting Sales People and Field Service Worker
    • The benefits of mobile CRM
    • Characteristics of mobile applications
  • The technologies for offering mobileCRM
    • Wireless Devices
  • Mobile Connectivity in Austria
    • Cost for Mobile Data Transfer
    • Summary of Costs for mobile data-transfer
• Part IV Conclusion & Future Outlook

Objectives and Key Themes

This diploma thesis examines the utilization of Customer Relationship Management (CRM) systems within small- and mid-sized businesses (SMBs) in Austria, specifically focusing on the comparison between on-premise (onsite) and on-demand (offsite) CRM solutions with mobile integration. The analysis delves into the benefits, challenges, and implications of each approach, considering the unique requirements of Austrian SMBs.

• Comparison of CRM OnPremise vs. CRM OnDemand Solutions for SMBs
• Evaluation of Mobile CRM Integration as a Key Enabler for Sales and Field Service Operations
• Analysis of the Austrian CRM Market Landscape, Including Key Vendors and Solutions
• Identification of Cost Factors and Technological Considerations for Implementing CRM Systems
• Assessment of the Impact of CRM Adoption on Business Strategy and Performance

Chapter Summaries

• Introduction: This chapter provides a general overview of the topic, outlining the context, significance, and scope of the thesis. It introduces the concept of CRM and its relevance for SMBs in Austria.
• Part I: The Overview: This section delves into the fundamental concepts of CRM, including its definition, processes, and benefits. It explores the different stages of CRM implementation and the potential challenges associated with its adoption. Additionally, the influence of CRM on a business strategy is discussed, highlighting the critical role of CRM in improving customer relationships and driving organizational success.
• Part II: The Application Selection: This part focuses on the practical aspects of CRM system selection. It analyzes the CRM market in Austria, including key vendors, solutions, and trends. The chapter examines the advantages and disadvantages of both on-premise and on-demand CRM solutions, taking into account the specific needs of SMBs. This section also explores the use of mobile CRM and its implications for businesses.
• Part III: The Technologies for mobile Integration: This chapter delves into the technological aspects of mobile CRM. It examines the benefits of integrating mobile devices into CRM systems, particularly for sales and field service operations. The chapter also discusses the various technologies available for mobile CRM implementation and provides an overview of the mobile connectivity landscape in Austria, including costs and data transfer options.

Keywords

This diploma thesis examines Customer Relationship Management (CRM) for small- and mid-sized businesses (SMBs) in Austria, focusing on the comparison between CRM OnPremise vs. CRM OnDemand with mobile extension. The study analyzes key concepts such as sales force automation, enterprise marketing management, customer interaction center, and field service. It explores the impact of CRM on business strategy, including benefits and challenges. The thesis examines the Austrian CRM market landscape, key vendors, solutions, and technological considerations for mobile integration. It also considers factors such as cost, data transfer, and the evolution of hosted CRM solutions.

• Universidad: University of Linz (IDV - Institut für Datenverarbeitung in den Sozial und Wirtschaftswissenschaften)
• Calificación: 1
• Autor: Mag. Thomas Baldinger (Autor)
• Año de publicación: 2005
• Páginas: 85
• No. de catálogo: V49519
• ISBN (Ebook): 9783638459587
• Idioma: Inglés
• Etiqueta: Customer, Relationship, Management, Small-, Midsized, Businesses, Austria, Premise, Demand