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
1.1 The Definition of CRM
1.2 The Processes of Customer Relationship Management
1.2.1 Sales Force Automation
1.2.2 Enterprise Marketing Management
1.2.3 Partner Relationship Management
1.2.4 Customer Interaction Center
1.2.5 Field Service
1.3 Influences of Customer Relationship Management on a Business Strategy
1.3.1 The Benefits of Customer Relationship Management
1.3.2 Problems and barriers occurring with Customer Relationship management
1.4 The small and midsized company - CRM Market in Austria
1.4.1 The early adopters of mobile CRM
1.4.2 Consequences for further proceeding
Part II – THE APPLICATION SELECTION
2.1 The CRM market
2.2 CRM Business Application Vendors in Austria
2.2.1 Market Consolidations
2.2.2 Supplier Selection
2.3 CRM Solutions Provider for on premise / onsite strategy
2.3.1 Sage plc’s ACT!2005
2.3.2 Onyx Software Corporation’s Onyx Enterprise CRM V 5.0
2.3.3 SAP AG’s MySAP All-In-One CRM
2.4 CRM on demand
2.4.1 The evolution of hosted CRM
2.4.2 The Key Challenges when using Hosted CRM
2.5 CRM Solutions Provider for on demand / offsite strategy
2.5.1 Salesforce.com
2.5.2 Sage Plc Mid-Market Edition
2.5.3 Siebel CRM OnDemand
2.6 Summary of software-costs for onsite vs. offsite CRM
2.7 On Demand vs. On Premise
Part III – The Technologies for mobile Integration
3.1 Mobile Integration – supporting Sales People and Field Service Worker
3.1.1 The benefits of mobile CRM
3.1.3 Characteristics of mobile applications
3.2 The technologies for offering mobileCRM
3.2.1 Wireless Devices
3.3 Mobile Connectivity in Austria
3.3.1 Cost for Mobile Data Transfer
3.3.2 Summary of Costs for mobile data-transfer
Part IV – Conclusion & Future Outlook
Objectives and Themes
This thesis examines the feasibility of implementing Customer Relationship Management (CRM) applications with mobile integration specifically for small and medium-sized businesses (SMBs) in Austria. The central research question explores how companies can evaluate, select, and successfully implement CRM strategies that balance technical functionalities with business needs while considering the shift from traditional on-premise software to modern on-demand solutions.
- Analysis of core CRM processes including Sales Force Automation, Marketing, and Field Service.
- Comparative evaluation of On-Premise versus On-Demand (ASP) deployment models.
- Assessment of the Austrian market landscape and relevant software vendors for SMBs.
- Exploration of mobile integration technologies and their impact on field worker productivity.
- Cost-benefit analysis of different technical infrastructures and telecommunication providers in Austria.
Excerpt from the Book
1.1 The Definition of CRM
Nowadays CRM is more seen as a business strategy then as a software technology, and it should help to map the transformation of business processes of a business culture to deliver customer value and extracting business value simultaneously.
As a conclusion of the previous brief introduction to customer relationship management, the definition of CRM made by Paul Greenberg summarizes the current strategy-centric definitions of CRM up:
“CRM is a philosophy and a business strategy, supported by a system and a technology, designed to improve human interactions in a business environment”
Following this definition which is coherent to statements of other CRM-Specialists it is important to stress the change of CRM in the last 2 years. After the transformation from a customer-centric strategy to a customer eco-system, CRM is morphing towards a philosophy which is affecting the whole business plan of a company. It no longer deals only with customers, it is integrated into the whole value chain of a company. In order to illustrate the relation between strategy, technology and human interactions the author of this thesis combines them into a graphical overview:
Summary of Chapters
Part I – The Overview: Defines CRM as a strategic business philosophy rather than just a software tool, and outlines key processes like Sales Force Automation and Field Service while analyzing their role in modern business strategy.
Part II – THE APPLICATION SELECTION: Evaluates the competitive CRM vendor landscape in Austria, comparing On-Premise versus On-Demand models based on costs, flexibility, and suitability for SMBs.
Part III – The Technologies for mobile Integration: Explores the role of mobile devices and wireless connectivity in supporting sales and field service personnel, including a cost analysis of Austrian telecommunication providers.
Part IV – Conclusion & Future Outlook: Summarizes the thesis findings, reiterating that successful CRM implementation relies on aligning technology with business philosophy and continuous process monitoring.
Key Keywords
Customer Relationship Management, CRM, SMB, Austria, On-Premise, On-Demand, Mobile Integration, Sales Force Automation, ASP, Business Strategy, Middleware, Field Service, ROI, Software Selection, Mobile Connectivity.
Frequently Asked Questions
What is the primary focus of this thesis?
The work focuses on implementing CRM solutions for small and medium-sized businesses in Austria, specifically analyzing the decision-making process between on-premise and on-demand deployments with a focus on mobile integration.
What are the central themes covered in the book?
Central themes include CRM definitions, process-driven business strategies, vendor evaluation for the Austrian SMB market, and the technological requirements for mobile office integration.
What is the main objective of the study?
The objective is to provide a feasibility study and guide for Austrian SMBs to evaluate CRM options, understand state-of-the-art functionalities, and identify potential barriers to successful implementation.
Which scientific methods are employed?
The study utilizes a comparative analytical approach, synthesizing primary literature, market survey data, and technical evaluations of software solutions and mobile infrastructure providers to form its conclusions.
What content is addressed in the main chapters?
The main chapters cover the theoretical framework of CRM, a detailed market analysis of vendors, a comparative cost analysis between hosted and licensed models, and technical requirements for mobile integration in sales and field service operations.
Which keywords characterize this work?
Key terms include Customer Relationship Management (CRM), Small and Midsized Businesses (SMBs), On-Premise vs. On-Demand models, mobile integration, and Sales Force Automation.
How does the author categorize CRM solutions?
The author categorizes CRM solutions primarily into "On-Premise" (installed on company hardware) and "On-Demand" (accessed via Application Service Providers/ASPs), highlighting the distinct implementation and cost differences.
What role does mobile integration play for field workers?
Mobile integration is presented as vital for increasing productivity and customer satisfaction by allowing field service workers and sales personnel real-time access to enterprise data regardless of their physical location.
What does the book conclude regarding the "break-even" point for CRM models?
The research suggests that while on-demand models often have lower upfront costs, the total cost of ownership over a three-year period tends to equalize with on-premise solutions, making the decision dependent on specific company needs rather than price alone.
- Citar trabajo
- Mag. Thomas Baldinger (Autor), 2005, Customer Relationship Management for Small- and Midsized Businesses in Austria. A focus on CRM On Premise vs. CRM On Demand with mobile extension, Múnich, GRIN Verlag, https://www.grin.com/document/49519
