Zusammenfassung
Der Beitrag diskutiert Möglichkeiten zur Automatisierung von Kundenbeziehungsprozessen im Customer Relationship Management mit Hilfe von Business Rules. Anhand einer CRM-Architektur werden Anwendungsmöglichkeiten erörtert und am Beispiel einer Cross-Selling-Kampagne vertieft. Technische Aspekte werden dabei nicht im Detail betrachtet. Der Schwerpunkt liegt vielmehr in der Diskussion von Automatisierungs- und Integrationspotenzialen durch den Einsatz von Business Rules, wie sie in zunehmend individualisierten Kundenbeziehungen in Massenmärkten gegeben sind.
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© 2002 Friedr. Vieweg & Sohn Verlagsgesellschaft mbH, Braunschweig/Wiesbaden
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Pfahrer, M., Walser, K. (2002). Die Bedeutung von Business Rules im Customer Relationship Management. In: Meyer, M. (eds) CRM-Systeme mit EAI. Information Networking. Vieweg+Teubner Verlag, Wiesbaden. https://doi.org/10.1007/978-3-663-05775-8_6
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DOI: https://doi.org/10.1007/978-3-663-05775-8_6
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