{"id":23791,"date":"2019-09-23T13:35:45","date_gmt":"2019-09-23T13:35:45","guid":{"rendered":"https:\/\/trbocom.wpengine.com\/glossary\/customer-relationship-management-crm\/"},"modified":"2019-09-23T13:35:45","modified_gmt":"2019-09-23T13:35:45","slug":"customer-relationship-management-crm","status":"publish","type":"glossar","link":"https:\/\/www.trbo.com\/de\/glossary\/customer-relationship-management-crm\/","title":{"rendered":"Customer Relationship Management (CRM)"},"content":{"rendered":"<p class=\"p1\"><span class=\"s1\">Das Customer Relationship Management (CRM) bezeichnet den systematischen Auf- und Ausbau der Kundenbeziehungen eines Unternehmens. Gelegentlich wird auch der deutsche Begriff Kundenbeziehungsmanagement verwendet. Dabei ist es unerheblich, ob das Unternehmen im B2B- oder B2C-Bereich t\u00e4tig ist.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">Um wettbewerbsf\u00e4hig agieren zu k\u00f6nnen, m\u00fcssen Unternehmen den User bzw. den Kunden und seine Bed\u00fcrfnisse und Interessen in den Mittelpunkt stellen. Somit ist das Ziel f\u00fcr den Einsatz des Customer Relationship Management, durch geeignete Ma\u00dfnahmen den optimalen Service f\u00fcr Neu- und Bestandskunden zu leisten. Ziel eines erfolgreichen CRMs ist also eine verbesserte Kundenbindung, welche z.B. zu h\u00f6heren Warenk\u00f6rben, h\u00e4ufigeren K\u00e4ufen und\/oder anderen umsatzf\u00f6rdernden KPIs f\u00fchren kann.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">Wird allgemein von Customer Relationship Management gesprochen, ist meist ein so genanntes CRM-System gemeint. Dies ist eine Software, mit der das CRM in der Praxis betrieben wird. Sie besteht aus einer Datenbank, in der die verschiedenen Informationen zum Kunden abgelegt und gepflegt werden. Erst ein solches Tool macht ein erfolgreiches Kundenbeziehungsmanagement m\u00f6glich. Ein gutes CRM-System muss das Unternehmen in die Lage versetzen, kundenbezogene Ma\u00dfnahmen anhand vorhandener Daten zu initiieren, wie auch abgeschlossene Kampagnen auszuwerten.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">Klassische Anforderungen an ein CRM-System sind:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul class=\"ul1\">\n<li class=\"li1\"><span class=\"s1\">Pflege der Kundendaten (Stammdaten)<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Abrufbarkeit der Kauf- und Kommunikationshistorie der Kunden<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Datenaggregierung in Form von Auswertungen und <a href=\"https:\/\/www.trbo.com\/de\/glossar\/segmentierung\/\" target=\"_blank\" rel=\"noopener noreferrer\">Segmentierungen<\/a><\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Projektmanagement von Kundenma\u00dfnahmen sowie die kundenbezogene Terminverwaltung<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Speicherort f\u00fcr kundenbezogene Dokumente und Vertr\u00e4ge<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">Besonders Abteilungen mit hohem Kundenbezug, wie Vertrieb oder Marketing, k\u00f6nnen vom Einsatz eines CRM-Systems profitieren.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">Voraussetzung daf\u00fcr ist eine kontinuierliche Pflege der Daten(banken), um keine falschen oder \u00fcberholten Daten als Ankn\u00fcpfungspunkt zu nutzen.<\/span><\/p>","protected":false},"template":"","resource_original_language":[710],"class_list":["post-23791","glossar","type-glossar","status-publish","hentry","resource_original_language-de-original"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Glossar: Customer Relationship Management (CRM) | trbo<\/title>\n<meta name=\"description\" content=\"In unserem Glossar erkl\u00e4ren wir wichtige Begriffe aus dem Online-Marketing. 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