CRM and CAS: Signposts in the Information Jungle

Christian Homburg (), Heiko Schäfer () and Janna Schneider ()
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Christian Homburg: Universität Mannheim

Chapter 16 in Sales Excellence, 2012, pp 205-213 from Springer

Abstract: Abstract This chapter expands on the use of customer information for customer relationship management (CRM). CRM systems have been a real paradox for sales organizations in recent years – companies know they need them, they know what they should do, yet many don’t ultimately see the bottom line benefits. This chapter helps unravel this challenge through a consideration of the foundations of an information system which systematically integrates information about customers, competitors, the marketplace and the company itself. This chapter also delves deeply into various computer-aided selling (CAS) systems, and the authors use graphics to illustrate the various ways in which CAS systems can be applied.

Keywords: Customer Relationship Management; Enterprise Resource Planning; Enterprise Resource Planning System; Sales Representative; Customer Contact (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-642-29169-2_16

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DOI: 10.1007/978-3-642-29169-2_16

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