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Publication detail

CRM and Integrated Company Performance Management

Authors: Lošťáková Hana

Year: 2008

Type of publication: článek ve sborníku

Name of source: CRM 2008

Publisher name: Univerzita Pardubice

Place: Pardubice

Page from-to: 100-106

Titles:

Language	Name	Abstract	Keywords
cze	CRM a integrované měření výkonnosti podniku	Příspěvek se zabývá rozpracováním ukazatelů měření výkonnosti podniku v jednotlivých perspektivách BSC při uplatnění strategie CRM, a to zejména zákaznické perspektivy, perspektivy interních procesů a perspektivy učení se a růstu. Pozornost je věnována i modifikaci ukazatelů měření výkonnosti v perpektivě finanční.
eng	CRM and Integrated Company Performance Management	The contribution is dealing with a proposition for a system of integrated company performance management in applying CRM strategy. It is shown that mere monitoring and assessment of financial performance indicators are not sufficient, but it is necessary to examine also performance of continuous processes leading to these results and also the conditions under which these results are achieved. The system consists in a modification of company performance measurement method on the basis of Balanced Scorecard, modified for CRM strategy implementation differentiated not only by customer needs but particularly by lifetime customer value for the company. There are four measurement and assessment perspectives of company performance being presented and discussed. These comprise: 1. Indicators of market orientation and innovativeness in target market operation; 2. Indicators of value creation and value addition standard for the customer in comparison with competition; 3. Indicators of customer performance; 4. Indicators of final results of market and financial performance and discussed relations between them.	CRM strategy; company performance; Balanced Scorecard and its modifications for CRM strategy; Indicators of market orientation and innovativeness in target market operation; Indicators of value creation and value addition standard for the customer; Indicators of customer performance; Indicators of final results of market and financial performance