Schnittstellenmanagement im CRM-Prozess des Industriegütervertriebs

To improve the management of customer relations in industrial goods distribution, it is not enough to introduce integrated information systems. Rather, a promising CRM deployment depends on overcoming the organizational interfaces between the diverse sub-processes and the organizational units involved internally and externally in a multidimensional way. Andreas Silber uses models to capture these interface problems in the CRM process not only qualitatively, but also identifies existing deficits quantitatively with static and dynamic evaluation procedures. For customer-oriented improvement of sales performance, he then develops theoretically sound but at the same time practice-relevant design guidelines that transform the management of interfaces via a maturity level approach into a process of organizational development.