Effective Controlling of CRM Measures

The thesis deals with the topic, which has the increasing importance of CRM measures in modern sales systems. The difficult attribution of investments to the resulting improvements of the sales processes and the desired achievement of objectives is highlighted in the thesis and controlling instruments for determining the values are shown. On the basis of the Du-Pont key figure hierarchy, ways are shown with which effective controlling can be established in a simplified way. With the help of a scorecard, totals can be formed from which an approach to RoI determination can be presented.