The termpaper eCRM: Using the internet for customer relationship management at the TQU Academy describes the usage of eCRM-systems in a practical example. It gives an overview of the theoretical concepts and models used, describes the application of the models to the TQU Academy situation and closes with consequences of the application and recommendations.
Inhaltsverzeichnis
1. Description of the business environment and the current situation
1.1 Business strategy & model of TQU Academy
1.2 Current internet usage of www.tqu.com
1.3 TQU Academy´s CRM-system (MIS)
2. Overview of the theoretical concepts and models used
2.1 Mayor types of information systems in organizations
2.2 Expanded model of the marketing process by Kotler
2.3 Value Chain Model
2.4 Customer Relationship Management (CRM)
3. Application of the models to the TQU Academy situation
3.1 TQU Academy´s point of view
3.2 Lecturers point of view
3.3 Customers point of view
4. Consequences of the application/ recommendations
4.1 Strategy aspects
4.2 Process aspects
4.3 People aspects
4.4 Technology aspects
5. Summary and conclusion
References
1. Description of the business environment and the current situation
1.1 Business strategy & model of TQU Academy
The TQU Academy is a part of the TQU Network, which is a high performance center of consulting/ implementation, continuing education, qualification and information,
with the purpose, to lead its customers to enduring success. Success is defined with the EFQM-model for Business Excellence. TQU Academy offers over
85 different seminars for professional and personal education in the fields of quality and company management at its sites in Ulm, Berlin and CH-Winterthur
illustration not visible in this excerpt
Picture 1: TQU Network
Companies are offered individual Inhouse-Trainings and company-specific qualification-concepts at different places in Europe and worldwide
1.2 Current internet usage of www.tqu.com
The current internet usage of TQU homepage www.tqu.com is confined to inform the users about the seminar contents, dates and costs as well as giving them the possibility to register online for a specific seminar. These registrations are send by email to TQU Academy administration, the customer data is being re-input in the CRM-system and the announcement is being completed by conventional mail service. The internet is not used to get in contact with the second type of customers – the lecturers – or for any management information and analysis purposes
1.3 TQU Academy´s CRM-system (MIS)
At present TQU Academy uses a Microsoft Access-based CRM-system called
Management Information System (MIS). This system includes the seminar, customer and billing maintenance, the project management as well as some analysing and reporting tools. There is still no connection between the CRM-system and the internet; it is just used for single
internet activities (e. g. E-Mailings)
illustration not visible in this excerpt
Picture 2: TQU CRM-System
2. Overview of the theoretical concepts and models used
2.1 Mayor types of information systems in organizations
Laudon distinguishes between Transaction Processing Systems (TPS) used for daily routine transactions, Decision Support Systems (DSS) and Management Information Systems (MIS), which provide the management level of the organization with reports and analysis and finally Executive Support Systems (ESS) used by senior managers for decision making. Besides, Enterprise Systems create an integrated organization- wide platform to coordinate key internal processes of the firm. Information systems for supply chain management (SCM) and customer relationship management (CRM) help coordinating processes for managing the firm’s relationship with its suppliers and customers. Knowledge management systems enable organizations to better manage processes for capturing and applying knowledge and expertise. Collectively, these four systems represent the areas in which corporations are digitally integrating their information flows and making major information system investments (Laudon, 2005)
illustration not visible in this excerpt
Pictures 3 & 4: Mayor types of Information Systems (Laudon, 2005, Chapter 2)
2.2 Expanded model of the marketing process by Kotler
The expanded model by Kotler describes the marketing process in five steps. By understanding the marketplace and customer needs and wants (1st step) a customer- driven marketing strategy can be designed (2ndstep). Constructing a marketing program that delivers superior value (3rdstep) helps bulding up profitable relationships and creates customer delight (4thstep) and finally enables the company to capture value from customers to create profits and customer quality (5th step)
[...]
-
Upload your own papers! Earn money and win an iPhone X. -
Upload your own papers! Earn money and win an iPhone X. -
Upload your own papers! Earn money and win an iPhone X. -
Upload your own papers! Earn money and win an iPhone X. -
Upload your own papers! Earn money and win an iPhone X. -
Upload your own papers! Earn money and win an iPhone X.