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Title:
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FUTURE TRENDS OF CRM SYSTEMS |
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Author(s):
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Michael Torggler |
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ISBN:
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978-972-8924-57-7 |
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Editors:
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Miguel Baptista Nunes, Pedro Isaías and Philip Powell |
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Year:
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2008 |
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Edition:
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Single |
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Keywords:
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CRM systems, CRM functionality, CRM trends, Market survey, Usage and diffusion |
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Type:
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Full Paper |
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First Page:
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65 |
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Last Page:
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72 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Modern information and communication technologies offer a variety of support options for the efficient handling of
customer relationships. CRM systems have been developed to support the processes in the areas of marketing, sales and
service. Along with technological progresses, CRM systems are continually enhanced by new functions. However, not all
functions are suitable for every company because of different frameworks and business processes. In this context, the
question arises whether or not CRM systems are widely used in Austrian companies and which future plans the
companies have. This paper aims to shed light on the popularity of CRM systems in Austrian companies and compares
the current and future use of different functions to support their daily business. First of all, the paper provides a
theoretical overview of the structure of modern CRM systems and proposes a categorisation of currently available
software functionality for collaborative, operational and analytical CRM processes, in order to provide the theoretical
framework for the empirical study. Apart from these theoretical considerations, the paper presents the results of a field
survey on the current and future use of CRM systems in Austrian companies, the expected advantages by using
information systems as well as possible future trends concerning the software market. |
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