CRM in the convergence of telephony, TV and broadband internet access

by Daniel Pourasghar

Diploma Thesis from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, 1,7, European Business School - International University Schloß Reichartshausen Oestrich-Winkel, 70 entries in the bibliography, English, Consumers of the 21st century are better informed, better educated and more familiar with existing technologies then they ever were before. Furthermore, they are more demanding in the products and services that they require. While most organizations claim to be customer-oriented, customers still usually have to adapt to the way a organization works and not vice-versa. Organizations that want to fulfill the increasing demands of their customers need to adjust their business models and realize that the customer needs to be regarded as the pivotal point around which the business revolves. In many markets organizations became aware of this principle and are currently moving away from market and product centricity towards a complete realignment of business processes in order to integrate with customer processes. By creating additional value, new customer-centric business models lead to lasting customer relations. Customer Relationship Management (CRM) facilitates the establishment and retention of valuable customer relationships by intelligently using customer information to provide organizations with a comprehensive, reliable, and integrated view of its customer base. However, the success of CRM depends on the quality of customer information that is gathered via various channels and customer touch points. At the moment "Triple Play" is a buzz word of the Information and Communication Technology (ICT) and media industry describing the one-stop provision of multiple communication and entertainment services including telephony, Internet access, and television. In Germany, telcos and cable operators such as Deutsche Telekom AG, Kabel Deutschland, Arcor, and Telefónica ar

84 pages, Paperback

Published March 10, 2009