The present report looks closer at the eBusiness model, the Creative Kitchen, which was developed in a previous assignment in the subject HGM 554 eBusiness Design for Competitive Advantage. The Creative Kitchen is a virtual community targeted at people that are interested in cooking and meeting others with the same interest. The aim of the business model is to facilitate personal atmosphere and to build up contacts among the community members. The Creative Kitchen is an interactive website that constantly collects information about its users to answer their individual needs and wants. Partnerships with six cooking schools in Germany, with sellers of kitchen accessories and utensils and with the online bookshop "amazon.de" are formed.
The main aim of this report is to focus on a specific business function within the business model. The Customer Relationship Management (CRM) side of the business model is looked upon in detail. The main reason for choosing to focus on CRM is the growing importance for a business to be able to handle the large amount of information and data it has access to and can create in today′s society (Bergeron, 2002).
The focus on CRM include looking at what kind of information that needs to be collected from the customer, how it is collected and what it is going to be used for. The collected data are; user recognition data, demographic customer data, site traffic and usage, purchasing behaviour, customer feedback and informational needs. Further the report describes the needed CRM operations and the benefits created for customer, partners and for Creative Kitchen itself. This includes multi channel contact centre, e-mail response management and coordinated campaign management.
The report concludes with underpinning that the technological applications are simply the mean to generate strong relationships for mutual benefit between customers and the networked business of the Creative Kitchen. However, by understanding both the limitations and advantages of implementing a CRM system, it can help Creative Kitchen to become a sustainable business for the future.
Inhaltsverzeichnis (Table of Contents)
- Executive Summary
- Introduction
- Description of the Creative Kitchen's business model
- System Components
- Resources
- Architecture and related costs
- Infrastructure
- The Creative Kitchen as a system
- Creative Kitchen - a virtual community supported by CRM
- Key Success Factors
- Scalability and sustainability of the Creative Kitchen
- Profitability
- Differentiation from Competitors
- Competitive advantage
- Customer data collected on the website
- Outsourcing of the CRM functions
- CRM cooperation with the business partners
- Centralized contact center
- Coordinated campaign management
- Partner Relationship management
- Internal knowledge management and decision support systems
- Considerations
- Conclusion
- References
- Appendices
- Appendix A - System requirements
- Appendix B - Channel of communication with customers
- Appendix C - Promotion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The report focuses on the eBusiness model of The Creative Kitchen, a virtual community for cooking enthusiasts, with a particular emphasis on the implementation of customer relationship management (CRM). It examines how CRM can be utilized to enhance customer value, build loyalty, and drive business growth. The report explores the importance of understanding and implementing CRM as a critical element of The Creative Kitchen's competitive advantage and long-term sustainability.
- The importance of CRM as a business strategy for eBusiness companies
- The collection and utilization of customer data to enhance customer experience and drive business decisions
- The integration of CRM into the culture and operations of The Creative Kitchen
- The benefits of CRM for customers, partners, and the business itself
- The importance of considering both the limitations and advantages of implementing a CRM system
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter introduces the report's aim of examining the implementation of CRM within The Creative Kitchen, highlighting the growing importance of CRM in the eBusiness landscape and emphasizing its focus on customer-centricity.
- Description of the Creative Kitchen's business model: This chapter provides a detailed overview of The Creative Kitchen's business model, outlining its core components, resources, and system architecture. It discusses the website's functionality, partnerships with cooking schools and other businesses, and its approach to information gathering and user engagement.
- Creative Kitchen - a virtual community supported by CRM: This chapter delves deeper into The Creative Kitchen's unique approach to CRM, highlighting its focus on building a thriving virtual community through information collection, targeted engagement, and personalized customer interactions.
- Key Success Factors: This chapter outlines the key success factors for The Creative Kitchen, including its scalability, sustainability, profitability, differentiation from competitors, and competitive advantage. It explores how CRM plays a pivotal role in achieving these objectives.
- Customer data collected on the website: This chapter focuses on the specific data collected from customers on The Creative Kitchen's website, including user recognition data, demographics, website traffic, purchasing behavior, customer feedback, and informational needs. It analyzes how this data is leveraged to enhance the user experience and drive business decisions.
- Outsourcing of the CRM functions: This chapter discusses the outsourcing of certain CRM functions, outlining the potential benefits and challenges associated with this strategy for The Creative Kitchen.
- CRM cooperation with the business partners: This chapter explores the cooperative aspects of CRM with The Creative Kitchen's business partners, highlighting the benefits of a coordinated approach to customer engagement and relationship management. It focuses on the centralized contact center and coordinated campaign management initiatives.
- Partner Relationship management: This chapter examines how The Creative Kitchen manages relationships with its business partners through CRM, emphasizing the importance of collaboration and mutual benefit in a networked business environment.
- Internal knowledge management and decision support systems: This chapter explores how The Creative Kitchen leverages CRM data to inform internal knowledge management and decision support systems, enabling the business to make informed decisions based on real-time customer insights.
- Considerations: This chapter addresses important considerations for implementing CRM within The Creative Kitchen, including potential challenges and limitations, as well as the need for a holistic and strategic approach to its implementation.
Schlüsselwörter (Keywords)
The report's key focus areas include customer relationship management (CRM), eBusiness models, virtual communities, data collection and utilization, customer-centricity, competitive advantage, business sustainability, partner relationships, and knowledge management. It delves into the practical aspects of implementing CRM in an eBusiness context, highlighting the benefits of strategic information management and personalized customer interactions.
- Citar trabajo
- Dipl. Betriebswirtin, MBA Sandra Burgemeister (Autor), 2000, The Creative Kitchen, Múnich, GRIN Verlag, https://www.grin.com/document/10545
