Mobile Customer Relationship Management
- Mobile Customer Relationship Management
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Der Begriff Mobile-Customer-Relationship-Management (mCRM) bezeichnet alle Maßnahmen des Kundenbeziehungsmanagements (CRM) unter Zuhilfenahme von Technologien des mobilen Internets.
Die Unternehmensziele, die mit dem Einsatz von CRM verfolgt werden, Profitabilität, Langfristigkeit, Individualisierung und Integration, behalten auch unter der Anwendung mobiler Technologien ihre Gültigkeit, womit die CRM-Unternehmensphilosophie weiterhin unverändert Bestand hat.
Die kommunikativen, operativen und analytischen Maßnahmen der unterschiedlichen Unternehmensfunktionen zur Zielerreichung müssen jedoch an das mobile Internet angepasst werden. Aufgrund der technischen Ausgestaltung und der stetigen Verbreitung des mobilen Internets, stehen Unternehmen besonders bei der Umsetzung der CRM-Ziele Integration und Individualisierung vor neuen Herausforderungen.
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