| Abstract: | Abstract The concept of CRM has evolved into an inherent component of the sales processes of most medium-sized and large companies. However, despite the high costs involved, the quality of its implementation has hitherto been neglected. To provide the conceptual qualitative CRM control that is lacking, we have developed a measuring instrument that allows the evaluation of the activities in the three core CRM domains, namely interaction, insight and offer. We pilot-tested the tool in an automotive industry setting and the results reflect the CRM status quo achieved by twelve national and foreign brands. |
