Andere Kunden interessierten sich auch für
![Customer Relationship Management in Islamic Perspectives]( "Customer Relationship Management in Islamic Perspectives")
Customer Relationship Management in Islamic Perspectives26,99 €![Customer Relationship Management Practices (CRM) and Guest Retention]( "Customer Relationship Management Practices (CRM) and Guest Retention")
Customer Relationship Management Practices (CRM) and Guest Retention48,99 €![The Global Marketing]( "The Global Marketing")
The Global Marketing26,99 €![The Outsourcing of Fleet Management Services]( "The Outsourcing of Fleet Management Services")
The Outsourcing of Fleet Management Services26,99 €![Application of Effective Customer Relationship Management]( "Application of Effective Customer Relationship Management")
Application of Effective Customer Relationship Management39,99 €![Customer Relationship Management in the Financial Industry]( "Customer Relationship Management in the Financial Industry")
Customer Relationship Management in the Financial Industry37,99 €![The Customer Catalyst]( "The Customer Catalyst")
The Customer Catalyst25,99 €
New media - i.e. web based strategies and tools - have become indispensable to customer relationship management (CRM). This study provides a comprehensive empirical analysis of German service-sector SMEs' experience with new media in CRM, which is based on interviews and a statistical survey among 101 companies. The analysis reveals perceived opportunities, risks and success factors and evaluates to what extent the use of and insights into new media have an effect on SMEs' CRM success. Findings reveal that SMEs successfully rely on a strategic mix of new media and personalized and individualized CRM. SMEs that have realized the opportunities and success factors of new media in CRM understand how to optimize the economic outcome of these strategies but frequently ignore their utility from their clients' perspective.