Selection of CRM software for the event sector

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

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.