This study was undertaken to recommend a suitable customer relationship management (CRM) software for the German event agency XYZ. For this reason three different CRM software products were evaluated.
Four research objectives were established to achieve the aim. They were the principles of customer relationship management; the benefits and problems connected with the implementation of CRM; the importance of measures to get loyal customers and a comparison of different software products with regard to different criteria. Using the case study strategy including secondary research methods the researcher was able to answer the research objectives and the aim. The main sources used in this investigation were secondary sources due to the large number of information available in these sources. Prior the development of an assessment schematic was necessary to evaluate the credibility of these sources. Personal experience with CRM, the current importance of this topic and the gap in the event based literature motivated the researcher to undertake this study.
The findings indicated that the competitive environment in which small and medium enterprises operate make it necessary to implement a good working CRM system to identify potential customers who might become loyal. Indeed, a universal definition of terms such as CRM, customer satisfaction and loyalty is missing or the terms are not clearly defined. Findings also revealed that there is still a gap in literature concerning CRM within the event industry, especially within event management companies. The number of data concerning aspects such as competition and customer orientation regarding to event management companies is also rare or missing.
Beside these limitations, research indicates that the market of CRM software products is growing. Especially web based CRM solutions such as on-demand software have become more popular in the last few years, due to the mostly unproblematic implementation and the lower price of these products compared to traditional software packages.
Recommendations for further research include a deeper analysis of CRM within the events industry and a clear definition of terms which are connected with CRM such as customer satisfaction and customer loyalty. More information on customer orientation, customer loyalty and competitiveness especially within event management companies would help to establish a more precise catalogue of software selection criteria.
Table of Contents
- Chapter 1 - Introduction
- 1.1 Rational
- 1.1.1 Why this topic?
- 1.1.2 Who will benefit?
- 1.2 Aims and Objectives
- 1.3 Brief Company Description
- 1.1 Rational
- Chapter 2 - Literature Review
- 2.1 Introduction
- 2.2 The theoretical foundations of Customer Relationship Management
- 2.3 Fundamentals of the event industry
- 2.4 The software selection process
- 2.5 Summary
- 2.6 Literature Matrix
- 2.6.1 CRM Part
- 2.6.2 Event Industry Part
- 2.6.3 Software Selection Part
- Chapter 3 - Methodology
- 3.1 Introduction
- 3.2 The research philosophy
- 3.3 The research strategy
- 3.4 Choice of research design
- 3.5 Construction of the chosen method
- 3.6 Sample
- 3.7 Summary
- Chapter 4 – Theoretical Foundations of Customer Relationship Management
- 4.1 Introduction
- 4.2 CRM as a management concept or marketing practice
- 4.2.1 Definition of Customer Relationship Management
- 4.2.2 The aim and objectives of CRM
- 4.3 CRM as a concept to gain customer loyalty
- 4.3.1 Definition of customer loyalty
- 4.3.2 Customer satisfaction
- 4.3.3 Interrelation between customer satisfaction and customer loyalty
- 4.4 The basics of CRM technology
- 4.5 The components of a CRM system
- 4.6 Benefits and problems associated with CRM
- 4.7 Summary
- Chapter 5 - Fundamentals of the Event Industry
- 5.1 Introduction
- 5.2 The event industry
Objectives and Key Themes
This study aims to recommend suitable Customer Relationship Management (CRM) software for the German event agency XYZ. It investigates the principles of CRM, the benefits and challenges of CRM implementation, the importance of customer loyalty strategies, and compares different CRM software products based on specific criteria.
- Customer Relationship Management (CRM) principles and practices within the event industry.
- Benefits and challenges associated with CRM implementation in small and medium-sized enterprises (SMEs).
- Strategies for fostering customer loyalty within the event sector.
- Comparative analysis of different CRM software products.
- The lack of clear definitions and available data concerning CRM within the event management sector.
Chapter Summaries
Chapter 1 - Introduction: This introductory chapter sets the stage for the research by outlining the rationale behind the study, highlighting the need for effective CRM in the event management sector, particularly for SMEs. It clearly defines the aims and objectives of the research and provides a brief overview of the German event agency XYZ, the case study focus of this investigation. The chapter establishes the context and importance of selecting appropriate CRM software for improved customer relations and business efficiency within the competitive event market.
Chapter 2 - Literature Review: This chapter provides a comprehensive review of existing literature related to CRM, the event industry, and software selection processes. It establishes the theoretical foundations of CRM, exploring its core principles, objectives, and its role in building customer loyalty. Further, the chapter explores the specifics of the event industry, identifying its unique characteristics and challenges, and links them to the relevance of CRM implementation. Finally, it details the methodology and criteria commonly employed in software selection processes, providing a framework for the subsequent evaluation of CRM software solutions.
Chapter 3 - Methodology: This chapter details the research methodology employed in this study. It outlines the research philosophy, strategy, and design, explaining the reasons for the chosen approach and its suitability to answer the research questions. The chapter also provides insight into the construction of the research methods utilized, the selection of the sample (in this case, XYZ), and justifies the choices made regarding data collection and analysis. This detailed explanation of the methodology ensures transparency and allows for critical evaluation of the research findings.
Chapter 4 – Theoretical Foundations of Customer Relationship Management: This chapter delves deeply into the theoretical underpinnings of CRM, examining it as both a management concept and a marketing practice. It provides detailed definitions of key terms such as customer relationship management, customer loyalty, and customer satisfaction, exploring their interrelationships and significance within the context of building lasting customer relationships. The chapter also analyzes the technological aspects of CRM, describing the components of a typical CRM system and discussing the potential benefits and problems associated with CRM implementation. This chapter serves as a critical foundation for understanding the practical application of CRM principles explored in later chapters.
Chapter 5 - Fundamentals of the Event Industry: This chapter provides a thorough overview of the event industry, focusing on its structure, dynamics, and key characteristics. It analyzes the competitive landscape of the event sector, examining the factors that contribute to success and the challenges faced by businesses, particularly SMEs. By exploring the specific features of the event industry, the chapter highlights the unique needs and challenges which can be addressed by a well-implemented CRM system, setting the stage for the practical application of the research findings to the specific context of the case study company, XYZ.
Keywords
Customer Relationship Management (CRM), event industry, software selection, customer loyalty, customer satisfaction, small and medium-sized enterprises (SMEs), CRM software comparison, web-based CRM, on-demand software, SalesForce Professional Edition.
Frequently Asked Questions: Comprehensive Language Preview
What is the purpose of this document?
This document provides a comprehensive preview of a study focusing on recommending suitable Customer Relationship Management (CRM) software for the German event agency XYZ. It includes a table of contents, objectives and key themes, chapter summaries, and keywords.
What topics are covered in the study?
The study investigates the principles of CRM, the benefits and challenges of CRM implementation, the importance of customer loyalty strategies, and compares different CRM software products based on specific criteria within the context of the German event industry and specifically for the SME, XYZ.
What are the key themes of the study?
Key themes include Customer Relationship Management (CRM) principles and practices within the event industry, benefits and challenges of CRM implementation in SMEs, strategies for fostering customer loyalty in the event sector, comparative analysis of different CRM software products, and the lack of clear definitions and data concerning CRM within event management.
What is the methodology used in the study?
The study details a research methodology, including the research philosophy, strategy, and design. It explains the chosen approach, the construction of research methods, sample selection (XYZ), and data collection and analysis. The methodology aims for transparency and allows for critical evaluation of findings.
What are the key chapters and their summaries?
Chapter 1 (Introduction): Sets the stage, outlining the rationale, aims, and objectives. It introduces the case study company, XYZ. Chapter 2 (Literature Review): Reviews existing literature on CRM, the event industry, and software selection processes. It establishes theoretical foundations and explores the specifics of the event industry. Chapter 3 (Methodology): Details the research methodology, explaining the chosen approach, sample selection, and data analysis. Chapter 4 (Theoretical Foundations of Customer Relationship Management): Delves into the theoretical underpinnings of CRM, defining key terms like customer loyalty and satisfaction and analyzing technological aspects. Chapter 5 (Fundamentals of the Event Industry): Provides an overview of the event industry, focusing on its structure, dynamics, and challenges.
What are the keywords associated with this study?
Keywords include Customer Relationship Management (CRM), event industry, software selection, customer loyalty, customer satisfaction, small and medium-sized enterprises (SMEs), CRM software comparison, web-based CRM, on-demand software, and Salesforce Professional Edition.
Who would benefit from this study?
This study would benefit those in the event industry, particularly small and medium-sized enterprises (SMEs), seeking to improve customer relationships and efficiency through the implementation of appropriate CRM software. Researchers studying CRM within specific industries would also find this relevant.
What is the focus on the company XYZ?
XYZ serves as the case study company for this research, allowing for practical application of the research findings within a real-world context. The recommendations made within this study are directly relevant to XYZ's specific needs and challenges within the competitive German event market.
- Citar trabajo
- Thomas Punzel (Autor), 2009, Selection of CRM software for the event sector, Múnich, GRIN Verlag, https://www.grin.com/document/169164
