This study was undertaken to recommend a suitable customer relationship management (CRM) software for the German event agency XYZ. For this reason three different CRM software products were evaluated.
Four research objectives were established to achieve the aim. They were the principles of customer relationship management; the benefits and problems connected with the implementation of CRM; the importance of measures to get loyal customers and a comparison of different software products with regard to different criteria. Using the case study strategy including secondary research methods the researcher was able to answer the research objectives and the aim. The main sources used in this investigation were secondary sources due to the large number of information available in these sources. Prior the development of an assessment schematic was necessary to evaluate the credibility of these sources. Personal experience with CRM, the current importance of this topic and the gap in the event based literature motivated the researcher to undertake this study.
The findings indicated that the competitive environment in which small and medium enterprises operate make it necessary to implement a good working CRM system to identify potential customers who might become loyal. Indeed, a universal definition of terms such as CRM, customer satisfaction and loyalty is missing or the terms are not clearly defined. Findings also revealed that there is still a gap in literature concerning CRM within the event industry, especially within event management companies. The number of data concerning aspects such as competition and customer orientation regarding to event management companies is also rare or missing.
Beside these limitations, research indicates that the market of CRM software products is growing. Especially web based CRM solutions such as on-demand software have become more popular in the last few years, due to the mostly unproblematic implementation and the lower price of these products compared to traditional software packages.
Recommendations for further research include a deeper analysis of CRM within the events industry and a clear definition of terms which are connected with CRM such as customer satisfaction and customer loyalty. More information on customer orientation, customer loyalty and competitiveness especially within event management companies would help to establish a more precise catalogue of software selection criteria.
Table of Contents
Chapter 1 – Introduction
1.1 Rational
1.1.1 Why this topic?
1.1.2 Who will benefit?
1.2 Aims and Objectives
1.3 Brief Company Description
Chapter 2 – Literature Review
2.1 Introduction
2.2 The theoretical foundations of Customer Relationship Management
2.3 Fundamentals of the event industry
2.4 The software selection process
2.5 Summary
2.6 Literature Matrix
2.6.1 CRM Part
2.6.2 Event Industry Part
2.6.3 Software Selection Part
Chapter 3 – Methodology
3.1 Introduction
3.2 The research philosophy
3.3 The research strategy
3.4 Choice of research design
3.5 Construction of the chosen method
3.6 Sample
3.7 Summary
Chapter 4 – Theoretical Foundations of Customer Relationship Management
4.1 Introduction
4.2 CRM as a management concept or marketing practice
4.2.1 Definition of Customer Relationship Management
4.2.2 The aim and objectives of CRM
4.3 CRM as a concept to gain customer loyalty
4.3.1 Definition of customer loyalty
4.3.2 Customer satisfaction
4.3.3 Interrelation between customer satisfaction and customer loyalty
4.4 The basics of CRM technology
4.5 The components of a CRM system
4.6 Benefits and problems associated with CRM
4.7 Summary
Chapter 5 – Fundamentals of the Event Industry
5.1 Introduction
5.2 The event industry
5.3 The competitive environment
5.4 Importance of customer loyalty within the event agency
5.5 Customer orientation at the event agency
5.6 Actions and instruments to get loyal customers
5.7 Summary
Chapter 6 – The Selection Process of CRM software
6.1 Introduction
6.2 Analysis of the current and forecast of the future situation
6.3 CRM software: Requirements analysis
6.4 Preselecting of CRM software
6.4.1 Type of software
6.4.2 The software market
6.4.3 Preselecting
6.5 Detailed evaluation
6.6 Choice of suitable CRM software
6.7 Summary
Chapter 7 – Recommendations
7.1 Conclusion
7.1.1 Summary of key findings
7.1.2 Evaluation of undertaken research in this topic
7.1.3 Achievement of aim and objectives
7.2 Recommendations
Objectives and Research Themes
This thesis aims to evaluate and recommend suitable Customer Relationship Management (CRM) software for the German event management company XYZ. The research addresses the need for better customer relations and service quality within the highly competitive event sector, where traditional management methods are increasingly insufficient.
- Principles and management concepts of Customer Relationship Management (CRM).
- Benefits and challenges associated with the implementation of CRM systems.
- Strategies for enhancing customer loyalty and customer satisfaction within the event industry.
- Evaluation and comparative analysis of CRM software solutions suitable for small and medium-sized event agencies.
Excerpt from the Book
1.1.1 Why this topic?
Personal Experience
During an internship with XYZ it was recognized that it has become increasingly difficult to ignore the importance of a good working customer relationship management within the events business. Customers are the most important parts of an event management company and the source of future profit. However, handling customer relations successfully is not an easy task. Employees have to be trained regularly and the use of technology is necessary as well. XYZ knows about the importance of customer relationship management, but unfortunately the company does not really have a plan to manage the customer relations.
They already have contact management software but use it rarely. Marketing activities to get new customers are not up-to-date. To have a competitive advantage over their competitors XYZ has to know everything about its customers, their needs and requirements.
Summary of Chapters
Chapter 1 – Introduction: This chapter establishes the rational for the study, defines the research aims and objectives, and provides an overview of the event agency XYZ.
Chapter 2 – Literature Review: This section provides a critical overview of relevant academic literature covering CRM principles, the characteristics of the event industry, and methodologies for software selection.
Chapter 3 – Methodology: This chapter outlines the research philosophy and strategy, justifying the use of secondary research and a case study approach for this investigation.
Chapter 4 – Theoretical Foundations of Customer Relationship Management: This chapter defines the core concepts of CRM, explores its role in fostering customer loyalty and satisfaction, and examines the technical components of CRM systems.
Chapter 5 – Fundamentals of the Event Industry: This section analyzes the competitive landscape of the event sector and discusses the critical importance of customer orientation and loyalty within this industry.
Chapter 6 – The Selection Process of CRM software: This chapter performs a detailed requirements analysis and evaluates specific software products based on predefined criteria to select the most suitable CRM solution for XYZ.
Chapter 7 – Recommendations: This concluding chapter summarizes the key findings of the research and provides actionable recommendations for the company and suggestions for further study.
Keywords
Customer Relationship Management, CRM, Event Management, Customer Loyalty, Customer Satisfaction, Software Selection, Business Strategy, Market Research, Secondary Research, Competitive Advantage, Information Technology, Service Quality, Event Industry, CRM Software, Small and Medium Enterprises.
Frequently Asked Questions
What is the primary focus of this dissertation?
The dissertation focuses on selecting appropriate Customer Relationship Management (CRM) software for a specific German event management agency, XYZ, to help the firm improve its customer relations and stay competitive.
What are the central themes of the study?
The study revolves around understanding CRM as both a business strategy and a technical tool, the specific requirements of the event industry, and the process of evaluating software features against organizational needs.
What is the main goal or research question of this work?
The primary aim is to recommend a suitable CRM software solution by investigating its core principles, analyzing the needs of the event agency, and comparing different software products based on functional and technical criteria.
Which research method was employed?
The researcher utilized a case study strategy based on secondary research. This involved gathering and synthesizing information from books, academic journals, industry reports, and software ranking websites to reach an evidence-based recommendation.
What topics are discussed in the main body of the work?
The main body covers the theoretical framework of CRM, a detailed analysis of the event industry's competitive landscape, the process of defining software requirements, and a critical evaluation of potential software candidates.
Which keywords best describe this work?
Key terms include Customer Relationship Management (CRM), event industry, customer loyalty, customer satisfaction, and software selection process.
Why is the "gap in the literature" mentioned regarding the event industry?
The author highlights that while extensive literature exists on CRM, specific studies focusing on the nuances of CRM implementation and customer loyalty within event management companies are rare, necessitating a more general approach to the topic.
How does the author evaluate the different CRM software products?
The author uses a Grid Analysis technique to compare software products like Selligent X@ Suite and SalesForce Professional Edition, assessing them against specific business, technical, and usability requirements.
What is the final recommendation made by the researcher?
Based on the detailed evaluation, SalesForce Professional Edition is recommended as the most suitable CRM software solution due to its extensive feature set, usability, and robust customer support.
- Quote paper
- Thomas Punzel (Author), 2009, Selection of CRM software for the event sector, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/169164
