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Einführung eines eCRM-Modells in einem Kreditinstitut. Vor- und Nachteile

Einführung eines eCRM-Modells in einem Kreditinstitut. Vor- und Nachteile


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About the Book

Studienarbeit aus dem Jahr 2015 im Fachbereich BWL - Bank, Börse, Versicherung, Note: 2,7, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, Köln, Sprache: Deutsch, Abstract: Diese Seminararbeit beinhaltet in einer komprimierten Darstellung die verschiedenen Vor- und Nachteile bzw. Irrtümer einer Customer Relationship Management (CRM) Einführung in einem Kreditinstitut. Zunächst wird ein CRM-Modell detailliert beschrieben, in dem die Begriffsbezeichnung erläutert sowie das Spektrum eines solchen Modells aufzeigt wird. Anschließend wird der Übergang von einem reinen CRM-Modell zum elektronischen Customer Relationship Management ((e)CRM) dargestellt. Der Baustein des (e)CRM erweitert das klassische CRM durch den Einsatz von modernen Informations- bzw. Kommunikationsmöglichkeiten. Im Folgenden wird auf die einzelnen Elemente des Kundenbeziehungsmanagements eingegangen und die Erfolgskette der Kundenbeziehung dargestellt, um anschließend zum Abschluss des theoretischen Teils dieser Seminararbeit die drei Instrumente eines CRM-Modells zu erläutern und diese auf den Teilbereich eines (e)CRM-Modells anzuwenden. Im weiteren Verlauf wird die Einführung eines CRM-Modells in einem Kreditinstitut thematisiert. Zum einen wird die Entwicklung eines CRM-Modells bei der Hamburger Sparkasse skizziert und chronologisch betrachtet, zum anderen werden Vor- und Nachteile einer CRM-Einführung aufgegriffen und kritisch beurteilt. Anschließend werden die fünf größten Irrtümer der Kreditinstitute aufgezeigt, die bei einer Einführung bzw. dem Nutzen eines CRM-Modells erwartet werden. Zum Ende dieser Seminararbeit wird dann das Fazit gezogen, inwiefern ein CRM-Modell relevant für ein Kreditinstitut sein könnte und warum dieses in der heutigen Zeit unabdingbar in der täglichen Anwendung für die einzelnen Abteilungen des Service, Vertriebs bzw. des Marketing ist. Das Ziel, das diese Arbeit verfolgt, ist die Einführung eines CRM-Modells mit dem Zweck, dass ein Kreditinstitut ök


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Product Details
  • ISBN-13: 9783668610835
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 28
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3668610835
  • Publisher Date: 15 Jan 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 100 gr


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Einführung eines eCRM-Modells in einem Kreditinstitut. Vor- und Nachteile
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