En studie av kundrelationer och CRM-system – ur ett företagsperspektiv
Abstract (Summary)Background/problem: CRM-systems are used in extended form to handling and work on customer relations with help of necessary customer information. The researchers have different opinions about the CRM theories and CRM-systems. Some of them see CRM as overestimated with too much attention drawn to it, while other sees the systems as a necessary part of working with customer relations. The question is: How critical and necessary is a CRM-system for this matter (from a CRM-perspective)?Purpose: The purpose with this study is partly to examine how companies (with and without CRM-system) formally are working with customer information in contact with customers and partly to examine how critical and relevant a CRM-system is, from a CRM-perspective.Method: This study is based on a qualitative and quantitative approach, with a deductive method. The study comprises a case study with four companies applying two different ways of managing customer information (with and with out CRM-system). The qualitative approach consists of six depth- interviews with respondents from the four case companies. The quantitative approach consists of questionnaire study against a selection of employees from the case companies.Theoretical perspective: The theoretical stating point consists of research within RM, CRM, CRM-system, customer care, customer information and customer value.Conclusion: This study shows that all examined companies (with and without CRM-system) are working frequently with customer relations and activities, which can be compared with researchers definition of CRM. The study shows that the employees of companies, using CRM-systems, are more satisfied with the accessibility of necessary and relevant customer information, than employees within companies not using CRM-systems. The study also shows that CRM-systems facilitate handling and working with customer information, when the customer information is growing. Other important conclusion is that the system can not be counted as a condition for customer relationship management and the need of the system is growing in relation to the increase in information.
Source Type:Master's Thesis
Date of Publication:06/11/2007