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Dissertations / Theses on the topic 'CRM'

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Published: 4 June 2021
Last updated: 22 June 2024

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1

Halasová, Pavlína. "CRM řešení v konkrétním podniku." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-81361.

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2

Fučík, Ivan. "Optimalizace CRM řešení." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-261822.

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This thesis is focused on CRM solutions in small and medium-sized organizations with respect to the quality of their customer relationship. The main goal of this work is to design an optimal CRM solution in the environment of real organization. To achieve this goal it is necessary to understand the theoretical basis of several topics, such as organizations and their relationship with customers, CRM systems, their features and trends. On the basis of these theoretical topics it is possible to analyze current CRM solution in the organization. From the data obtained by the methods of observation and controlled interview it was possible to prepare a design for optimal CRM solution. This optimal solution comes also from user and organization requirements. The optimal CRM solution saves time and costs associated with current CRM solution and replaces existing and ineffective CRM tools.
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3

Sandström, Mattias, and Ted Lundberg. "Vilka faktorer påverkar framgången i CRM-satsningar." Thesis, KTH, Industriell ekonomi och organisation, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-168835.

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This study is intended to identify which factors that influence the success of initiatives in Customer Relationship Management, usually abbreviated as CRM. In the course of this study we have been in contact with forty-two companies operating in Sweden within eleven different sectors in order to find out how they operate regarding CRM initiatives, particularly initiatives within marketing and promotions.  Against the data collected during the study it was concluded that the companies working with CRM believed that the CRM initiatives resulted in higher profitability and created more loyal customers. At the same time it was evident that the companies had different views on CRM as a method and its benefits. The majority of the companies could not present any tangible results from CRM-initiatives. It was also revealed that decisions regarding CRM initiatives were based on subjective assessments and without theoretical foundation. Based on the data collected nine factors were identified to affect the success of CRM initiatives. By placing the identified factors in a theoretical context a model could be developed which demonstrates the complexity that needs to be considered when applying CRM. Our hope is that the developed model can be used by companies before deciding on new investments in CRM initiatives or when evaluating existing initiatives. Future studies will have to show if this work contributed to a better understanding of CRM initiatives potential and impact.
Detta arbete söker identifiera vilka faktorer som påverkar framgången i ett företags satsning på Customer Relationship Management, vanligtvis förkortat som CRM. I samband med arbetet har vi varit i kontakt med fyrtiotvå företag verksamma i Sverige inom elva branscher för att ta reda hur de arbetar med CRM inom marknadsföring och utformning av kampanjer till kunder. Mot bakgrund av datainsamlingen kunde det konstateras att tron på CRM som verktyg för att nå en högre lönsamhet och skapa lojalare kunder var stor hos företagen. Samtidigt framkom en bild av att företagen hade väldigt olika syn på hur CRM ska användas och dess fördelar. Majoriteten av företagen kunde inte visa vilka konkreta resultat CRM-satsningar gett. Beslut fattades utifrån subjektiva värderingar och utan teoretisk förankring. Utifrån resultaten av datainsamlingen kunde nio olika faktorer identifieras vilka påverkar CRM-satsningars framgång. Genom att placera de identifierade faktorerna i en teoretisk kontext kunde en modell utarbetas vilken påvisar komplexiteten som måste beaktas vid användning av CRM. Vår förhoppning är att den framtagna modellen kan användas inför beslut om nya investeringar i CRM-lösningar eller för att utvärdera befintliga investeringar. Framtida studier får visa om detta arbete bidragit till en ökad förståelse om CRM:s potential och genomslagskraft.
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Nanda, Alicia. "CRM fördelar i olika faser - sett ur ett företagsperspektiv." Thesis, Södertörn University College, School of Business Studies, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-2849.

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Сагер, Людмила Юріївна, Людмила Юрьевна Сагер, Liudmyla Yuriivna Saher, and М. С. Проноза. "Заблуждения и мифы о CRM." Thesis, Сумской государственный университет, 2012. http://essuir.sumdu.edu.ua/handle/123456789/28669.

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Kovshevnaya, Valentina. "Řízení vztahů se zákazníky." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-16491.

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This diploma thesis deals with Customer Relationship Management (CRM). The main purpose of the diploma thesis is to explore CRM theoretically, which means to explain its fundamentals, principals and goals, identify CRM processes and investigate their flow in each of the phases of CRM, to explain CRM technology and show that the implementation of CRM in organization is demanding on human resourses. The purpose is achieved by systematisation of the theoretical knowledge about CRM using a method of studying of specialized literature. The theoretical knowledge is consequently applied to investigate and evaluate CRM in Allstar Group s.r.o. company. Nowadays the effective usage of CRM system is becoming a key to get a competititve advantage for the organization. This diploma thesis contains introduction, five chapters of the main body, conclusion, list of used literature and sources and appendices.
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Chire, Sarayasi Lino Antonio. "CRM." Bachelor's thesis, Universidad Nacional Mayor de San Marcos. Programa Cybertesis PERÚ, 2002. http://www.cybertesis.edu.pe/sisbib/2002/chire_sl/html/index-frames.html.

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8

Carvalho, Carlos Jorge Henriques de. "Adequação da estratégia de CRM de Payne e Frow a bancos privados de média dimensão." Master's thesis, Instituto Superior de Economia e Gestão, 2009. http://hdl.handle.net/10400.5/1625.

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Mestrado em Marketing
O CRM é a ferramenta de gestão com o crescimento mais acelerado da última década. Captou investimentos de $462 mil milhões em 2007. O sector financeiro é o mais avançado na sua adopção. Esta investigação tem como objectivos encontrar uma definição precisa de CRM, elencar falhas na sua implementação e avaliar, através de métodos quantitativos, concordâncias, percepções e atitudes quanto à adequação do Modelo Estratégico e de Implementação do CRM, de Payne e Frow, ao negócio da banca privada de média dimensão. O trabalho conclui que este modelo é entendido como adequado à realidade de médias empresas, em resposta à solicitação endereçada por aqueles académicos, contribui para a sua divulgação àqueles bancos e constata haver uma atitude favorável dos colaboradores, relativamente ao CRM, que beneficia a sua implementação bem sucedida e mitiga o risco de ocorrerem falhas.
CRM has become the fastest growing management tool of the last decade. In 2007 companies around the world spent $ 462 billon on CRM. Financial institutions are the biggest users. The purpose of this research is to find a precise CRM definition, uncover implementation failures and evaluate, through quantitative methodologies, agreements, perceptions and attitudes over Payne and Frow's CRM Strategy and Implementation Model and its adequacy to the medium-sized private financial institutions. The work concludes that the model is suitable for medium-sized companies, Payne and Frow's addressed question, contributes to the diffusion of the model to those kinds of banks and finds that there is a positive attitude from employees towards CRM, which benefits its implementation and overcomes the risk of failure.
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Dudek, Martin. "Trh CRM systémů a jeho vývoj." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-4884.

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The main aim of this diploma thesis is to create an overview of analytic CRM systems which are offered in the Czech Republic with the emphasis on systems which can be used for marketing processes of the firms. The overview contains the reflection of new trends in CRM systems and marketing and the development to the future. In the last decade there is a huge development of CRM systems, which are generally known as sales force automation and less as an instrument for marketing management of the companies. Last but not least CRM is mistaken with information systems, even if the CRM concept is known for a lot of years and was developed from marketing, which is very often forgotten. The topic of this diploma thesis is originally view on CRM from marketing perspective and creation of compact view of analytic CRM systems, which are offered in the Czech Republic. Emphasis is put on using of these systems for marketing management and the target is disproving the myths, which are spoken about CRM as well CRM systems. Orientation of this document is mainly on analytic CRM systems, which has the most development in the last decades and can be used very well for marketing functions in companies. There is also a large development of marketing and CRM systems. The target is also making a summary of these trends and makes a hypothesis if CRM systems are developed according the future of marketing, if the CRM systems manage the reaction on this things.
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Prochásková, Jana. "Analytické CRM - přehled trhu a trendy." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-15566.

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Analytical CRM is a consistent suite of analytical applications that processes customer data stored in various information systems. The results are used to measure, predict and optimize customer relationships. The CRM applications market is growing despite the economic turmoil. The major trends are: CRM as a service, focus on customer retention and loyalty and last but not least achieving cost savings by effective targeting of marketing activities. The purpose of this paper is to define the business architecture of CRM systems and analytical CRM, analysis of the market and its trends, introduction of Good Data's approach to customer analytics and suggestions for possible extension of their Customer Analytics service.
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11

Ryman, Lukas, and Magnus Andersson. "CRM implementering : Vilka förutsättningar krävs för att lyckas." Thesis, Högskolan i Borås, Institutionen Handels- och IT-högskolan, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-16891.

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I modern tid är den så kallade transaktionsmarknadsföringen det paradigm som till största del präglat marknadsföringen. Utvecklingen och globaliseringen har bidragit till att marknaden blivit mer transparant, kunderna ställer högre krav och det räcker inte längre med att endast erbjuda en produkt/tjänst. Företagen måste för att kunna konkurrera, bygga relationer och erbjuda bästa möjliga service, sätta kunden i fokus. Ett sätt för att lyckas är enligt forskningen att implementera Customer Relationship Management (CRM) i organisationen, något som visat sig vara problematiskt och svårt. Ett av problemen är att CRM ofta likställs med teknologi och därför utelämnas flera viktiga delar i implementeringsprocessen. Vårt syfte med studien var att undersöka vilka förutsättningar som vårt valda företag hade för att implementera CRM och vad som krävs för en lyckad sådan. För att svara på vårt syfte använde vi oss av en kvalitativ metodansats där djupintervjuer med, enligt oss, viktiga personer inom företaget och kunder gjordes.Resultatet av studien visar att Menigo har goda förutsättningar för en eventuell CRM implementering det finns dock vissa områden som behövs ändras för att lyckas. Det berör mestadels informationsstrategin och systemstödet. Viktiga slutsatser är att CRM är en heltäckande strategi och den bör därför behandlas som en sådan och inte likställas med enskilda delar av konceptet. Förändringsarbetet tar tid och ett engagemang från ledning såväl som personal är vitalt för att lyckas.
Program: Civilekonomprogrammet
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12

Nakhoul, Imad. "Business Value of the CRM Approach : the Case of 5 Stars Hotels in Lebanon." Phd thesis, Université de Grenoble, 2011. http://tel.archives-ouvertes.fr/tel-00677715.

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Business Value of the CRM Approach - the Case of 5 Stars Hotels in Lebanon Customer Relationship Management (CRM) is an organizational-wide ongoing process. It provides a systemic approach to aligning business processes, technologies, and the customer. The application of the CRM approach in the hospitality sector accompanies the guest cycle in all its stages. It is an ongoing process defined by two main activities: the analysis and the action which are repeated as long as the relationship exists between the hotel and its customer. The success of this ongoing approach in increasing customer loyalty and fostering customer retention has yielded into the development of hotels' concentrations towards the CRM. Despite the extensive investments in CRM, numerous CRM projects fail to meet the expected business goals. Nevertheless, a handful of successful CRM projects give both a proof-of-concept and a guideline for a successful CRM approach. This research is intended to illuminate the business value of CRM approach in hotels. It brings together the concept of identifying the critical success factors of the CRM approach, and the impact of the CRM approach on the organizational performance in a single research model. This study was completed by examining the CRM approach in 5 stars hotels in Lebanon. The final sample represents 87.5% of the 5 stars hotels in Lebanon.
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13

Serar, Asia, and Loza Wanna. "Customer Relationship Management : Vad är de bakomliggande faktorerna till att olika företag misslyckas med CRM-implementering?" Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-19315.

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Syfte: Syftet med studien är att undersöka och analysera hur företag implementerar CRM i avsikt att identifiera de bakomliggande faktorerna till att företag misslyckas med en CRM implementering. Teorier: CRM som process, Implementeringsstrategier, Implementeringsmodell Metod: Kvalitativ studie som består av fyra semi-strukturerade intervjuer med olika företag. Empiri: Består av fyra intervjuer med CRM-ansvariga från respektive företag Slutsats: Om företaget förstår och tar hänsyn till alla faser i CRM implementering, och generellt anser att alla faser är lika viktiga då alla delar går ihop, leder detta till en lyckad CRM implementering. De bakomliggande faktorerna till ett misslyckat CRM-implementering är i stort sett att företagen anser att en fas är viktigare än en annan fas, vilket leder till att företaget ned prioriterar andra faser som är väsentliga vid en implementering av CRM.
Purpose: The aim of this study is to examine and analyse how companies implement CRM in order to identify the underlying factors that companies fail a CRM implementation. Theories: CRM process, Implementation Strategies, Implementation Model Method: A qualitative study consisting of four semi-structured interviews with different companies. Data: Consists of four interviews with CRM managers from each company Conclusion: If the company understands and takes into account all stages of CRM implementation, and generally believe that all phases are equally important when all the parts come together, this leads to a successful CRM implementation. The underlying factors for a failed CRM implementation is basically that firms believe that a phase is more important than another phase, leading to the company down prioritize other phases that are essential when implementing CRM.
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Pernikl, Michal. "Implementace CRM v bankovním sektoru." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-165069.

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This diploma thesis is concerned with the information systems used to support customer relationship management in organizations. The issue of CRM systems is discussed in this thesis in terms of their implementation and focusing on the banking sector. The aim of this work is to design the physical procedure of implementation of the CRM system in the banking sector, which will provide guidance, whose purpose will be to provide advice and highlighting the critical success factors in each phase of the project. The created instructions disposing fairly detailed description of each phase of the project will be very beneficial especially for banking institutions, which will be avoided well-known problems in the course of the project , and lead the CRM system implementation project to a successful conclusion. In the theoretical part the work user will be familiar with the theoretical concept of CRM and subsequently in detail with its sub-areas. Great emphasis is placed in this section in particular CRM processes. Subsequently, there will be presented the CRM systems itself, the basic distribution, functionality and, ultimately, their integration into the IS / ICT architecture of the organization. At the end of the theoretical part, the identification of the specific needs of the CRM system in terms of the banking sector will be performed. Practical work has been devoted to the implementation of the CRM system in the banking sector. In the introduction to this part the access to the draft proposal of the progress of implementation of CRM in banking sector is presented to the work user and consequently it is more generally introduced in the proposal itself. In order to thus created proposal considered is correct, this proposal was needed to confront the real CRM implementation projects in the real banking institution. Therefore, there is introduced a banking institution whose project of implementation of the CRM system will be compared with the designed physical procedure of implementation of the CRM system in other work parts. The conclusion then proceeded to a detailed presentation of the designed procedure and its confrontation with the real CRM implementation project in the banking sector.
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Králová, Veronika. "Social CRM jako součást ERP." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-199258.

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The submitted diploma thesis talks about evolutionary stage of classical CRM solution called Social CRM (also known as CRM 2.0 or SCRM). The goal of this work is to map a current offer at the market with SCRM and to compare it with the demand of Czech companies. The theoretical part explains all the basic terms associated with the topic, a short history and current evolution on the market. The work also identifies summary of various groups of Social CRM tools, which are currently widely used and tries to outline their functions. The main part of the study is the practical section which contains two kinds of surveys. First is devoted to Social CRM in terms of current and potential users of social networks for small and medium-sized enterprises in Czech Republic. The goal of the second survey is to discover the current situation and future evolution of Social CRM among suppliers of ERP solu-tions. Results from these two surveys are presented and widely discussed.
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Ersholt, Isak, and Björn Müller. "CRM inom svensk IT-industri : En kvantitativ studie om kritiska faktorer vid implementering av CRM." Thesis, Umeå universitet, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-105587.

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CRM, eller Customer Relationship Management är ett väletablerat begrepp bland företag och akademiker. Intressant är dock att implementeringen av CRM karakteriseras av en hög misslyckandegrad. Misslyckandegraden har varit hög oavsett bransch, företagsstorlek eller geografisk plats och det har inte skett någon förändring över tid. CRM är kostsamt att implementera och många företag klarar inte av att försöka genomföra en CRM-implementering flera gånger, därför tyckte vi att detta var ett intressant och viktigt forskningsområde. Vi ville studera vilka faktorer som är kritiska för att lyckas med CRM-implementering inom en tidigare outforskad bransch, det blev IT-industrin eftersom det är en växande bransch i Sverige. Vi valde att inrikta oss till små och medelstora företag (SMEs) eftersom denna företagskategori var mindre utforskad än stora företag i avseende på CRM-implementering.   Syftet med studien är att identifiera kritiska faktorer med målet att minska misslyckandegraden av CRM-implementeringar inom svensk IT-industri. Studien avser således vägleda IT-företag i att utföra framgångsrika CRM-implementeringar. Vi använde ett deduktivt angreppssätt vid utförande av studien, där vi använde oss av tidigare forskning inom vad som är kritiskt för CRM-implementeringar, som sedan skickades ut i en enkät till svenska IT-företag. Med hjälp av svaren från respondenterna angående de olika variablerna kunde vi utföra en explorativ faktoranalys, från vilken vi kunde extrahera kritiska faktorer gällande CRM-implementering.   I enkäten valde vi att ställa två kategorier av frågor, en A- och en B-fråga. Poängen med detta var att vi både kunde fråga hur de gjorde (B) och vad de tyckte var viktigast (A) vid sin CRM-implementering. Med hjälp av detta kunde vi föra ett resonemang om vilka skillnader det finns mellan utförande kontra vad som i efterhand ses som viktigast. Även om störst vikt läggs vid A-faktorerna, tycker vi det är viktigt att utreda vilka skillnader och likheter som finns mellan A- och B-faktorerna.   De fem A-faktorer som företagen ansåg som mest kritiska för CRM-implementering i fallande ordning var: Personal, Processer, Kunder, Utvärdering och CRM-träning samt CRM-uppfattning och engagemang. De fem B-faktorerna som framkom som mest kritiska i fallande ordning för CRM-implementering var: Organisation, Strategi, Kunder, Utvärdering och processer samt Teknologi. Dessa faktorer utmynnade i fyra rekommendationer till svenska IT-företag gällande deras CRM-implementeringar: fokusera på personalen, negligera inte träning och utvärdering av CRM, glöm inte bort kunderna samt fokusera inte allt för mycket på strategi och teknik.
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Song, Yan, and Bin Wei. "Crucial Factors in Customer Relationship Management : A Chinese Perspective of the Telecommunication Industry." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-16286.

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Customer Relationship Management (CRM) which focuses on the relationship with customers has become more and more important in business management. CRM is a managerial system based on technological applications which can help companies to get competitive advantages. In our paper, we focus on the CRM in the Chinese context and our purpose is to identify important factors during the management of customer relationship in China. We have studied one of the largest Chinese Telecom companies.
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Özcanli, Can. "A proposed Framework for CRM On-Demand System Evaluation : Evaluation Salesforce.com CRM and Microsoft Dynamics Online." Thesis, KTH, Skolan för informations- och kommunikationsteknik (ICT), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-94254.

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Customer Relationship Management has been an integral part of the enterprise since two decades. Today, enterprises that focus on customer satisfaction need to manage their relationships with their customers effectively. This demand has allowed software vendors to create CRM solutions. The technology and broadband advancement allowed the CRM vendors to enhance their product portfolio by developing web-based CRM systems, in addition to their CRM on-premise solutions. These vendors adopted the business model in which CRM on-demand systems are provided via monthly-subscription fees, decreasing the total cost of ownership massively for enterprises in need of these systems. This business model is especially attractive for Small-To-Medium Enterprises who are searching for cost-efficient CRM systems. Currently, CRM on-demand market is quite saturated with more than 40 vendors providing similar solutions. Furthermore, CRM on-demand is delivered via Software-as-a-service method, which is a relatively new technology with unique benefits along with drawbacks. Thus, it’s of vital importance for managers in SMEs to make the right decision while evaluating the CRM on-demand option and systems. This research is meant to address this issue by building a proposed framework for CRM on-demand system evaluation. The inductive research uses qualitative and quantitative approaches for data collection and analysis. The evaluation criteria for CRM on-demand systems at a functional and general level were proposed. The general criteria were refined via collecting data from CRM on-demand experts and users in SMEs by structured questionnaires. Combining these criteria created the proposed framework which was applied to evaluate two major CRM on-demand systems in the market. The results indicate that CRM on-demand systems cover the basic functionalities of CRM including sales, marketing and service modules and offer enhanced functionality such as mobile CRM, social CRM and customizations. The research also revealed drawbacks of CRM on-demand systems such as disintegration with legacy applications, limited language support, limited country availability and technology maturity which needs to be addressed in the future. This research provides valuable insight for managers in SMEs when selecting CRM on-demand systems for their companies. Furthermore, the academicians interested in CRM and cloud computing could improve this initial proposed framework and adapt it further to different cases.
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Maňáková, Helena. "Kritéria úspěchu CRM ve formě SaaS v ČR." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-15817.

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Customer relationship management includes all the sophisticated methodologies. It is a comprehensive way to manage the relationships which company has with its customers. There is a fierce competiton between companies, small businesses have to compete on equal terms with large organizations. This situation leads to discussion about customer oriented approach and diligence to prevent the loss of customer portfolio. Increase in the knowledge of customers is a key point of success. Information technology boosts customer relationship management. Companies face expensiveness of technologies and they try to find cheaper and more reachable solution. To find and evaluate criteria of success of CRM Software-as-a-Service in Czech Republic is the objective of my thesis. The goal is to define a method on how to find aspects of success, to research and to evaluate the results. Thesis contains insight into levels of CRM, summary of criteria of CRM choice, description of SaaS technology, research, results and final conclusion.
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Strömdahl, Joakim. "CRM : Vilka faktorer har betydelse vid en implementering av CRM i B2B?" Thesis, Umeå universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-143701.

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CRM-system är ett växande och lukrativt affärsområde, som genererar stora intäkter för företag verksamma inom en rad olika branscher globalt, i synnerhet branscher där kundfokus står i centrum. Att arbeta med kunden i fokus och att ha kunden som medskapare av värde, anses av många vara nödvändigt för att kunna möta en tilltagande global konkurrens. Företag investerar stora summor pengar i anskaffning av CRM-system, i syfte att stärka kundrelationen och öka avkastningen över tid. Befintlig forskning visar emellertid att implementeringen av CRM ofta misslyckas, varpå den förväntade avkastningen av investeringen delvis uteblir. Detta skulle kunna förändras om man antar en mera proaktiv hållning till själva implementeringen av CRM, där fokus ligger på att förbereda organisationen på att ta hand om och förvalta investeringen i CRM, snarare än att finna och investera i den tekniska lösningen som ter sig bäst lämpad. Det viktiga är inte att hitta en överlägsen teknisk lösning, utan att den tekniska lösningen når sin fulla potential inom organisationen. Majoriteten av befintlig forskning är utförd inom business-to-consumer (B2C), och jag fann det därför intressant att titta på ett fallföretag som verkar inom business-to-business (B2B). Jag fann det också väldigt intressant att definitionen av CRM inte sällan skiljer sig åt markant, där CRM både kan vara ett tekniskt IT-system och ett företags holistiska filosofi kring att hantera kunder. Då definitionen ligger till grund för implementeringen, blir det väsentligt att inför en implementering, definiera vad CRM är för det specifika företaget. Med denna kvalitativa studie, har jag undersökt kontexten hos ett företag som verkar inom B2B och ännu inte har någon form av CRM implementerat, i syfte att; "… skapa en förståelse för hur interna förutsättningar för en implementering av CRM kan skapas för ett företag som verkar inom en B2B kontext". Intervjuer har genomförts med totalt sju stycken medarbetare på företaget, vars svar sedan transkriberats och analyserats mot studiens teoretiska referensram. Min studie visar att fallföretaget, inför en implementering av CRM, lider av liknande brister, som genom tidigare forskning identifierats hos företag som misslyckats med deras CRM-implementeringar. Därmed lider fallföretaget en risk för att nyttan med CRM helt eller delvis uteblir. En svårighet med CRM är den kulturella förändring som det kan innebära för företaget, dels i fråga om nya arbetssätt, men också i hur man på olika sätt kan motivera de anställdas engagemang för uppgiften. Förutsättningarna för en förändringsbenägen organisation, bör skapas innan själva förändringen genomförs, för att lättare kunna nå framgång med förändringen. Studien visar att en proaktiv implementering av CRM, underbygger ett anpassat förhållningssätt där särskild hänsyn tas till organisationens specifika behov. En tänkbar implikation blir att en organisation som är väl förberedd för CRM, också lättare kommer att kunna maximera effekten av CRM.
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Johansson, Daniel, and Patrik Fredriksson. "Optimizing CRM Readiness : Specifying a CRM Strategy for Volvo Penta." Thesis, Karlstads universitet, Fakulteten för ekonomi, kommunikation och IT, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-7078.

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Purpose: The analytical purpose of this thesis is to link theory on how business processes should be designed to strenghten customer relationships, with empirical data on what these processes presently look like. The empirical purpose is to formulate a CRM strategy for Volvo Penta. This will be done by analyzing how the current processes of the company are designed and what limitations and possibilities the market characteristics offer. Method: A triangulated research method with focus on qualitative interviews is used in the form of in-depth, face-to-face interviews. Thirteen such interviews have been conducted with representatives of different departments within Volvo Penta. Findings: The empirical data has brought several findings on what needs to be done and thought through in order to optimize a CRM-strategy. One such finding is that Volvo Penta does not have thorough directions on how their processes and customers should be approached. Another important finding is that the level of cross-functionality within the processes is too low.
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Dufek, Jaroslav. "CRM jako softwarová služba v cloudu." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-124681.

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This diploma thesis deals with information systems for Customer Relationship Management (CRM) and its combination with one of the main recent information technology trends -- Cloud Computing. CRM systems represent fundamental company software. Thanks to Cloud Computing ideas CRM is available now via communication networks as a service with all its relevant benefits and risks. The goal of this thesis is to evaluate CRM provided as a software service, to compare a traditional deployment of CRM as on-premise software with Software-as-a-Service (SaaS), to identify its advantages and disadvantages and finally to offer answers and evaluation of the main Cloud CRM risks. The first part describes CRM background and Cloud Computing principles. The second part compares on-premise and SaaS deployments and evaluates its benefits and risks including a detail cost analysis. The last part deals with Cloud CRM integration possibilities and practical implementation experience including a case study. This thesis offers the answers to bridge the gap between the theoretical and the practical Cloud CRM experience as the main benefit.
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Špringl, Petr. "Návrh koncepce a projektu implementace CRM ve firmě." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2010. http://www.nusl.cz/ntk/nusl-222502.

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This thesis deals with analysis and possibilities of improvements in the area of customer relationship management in a company. There is a theoretical framework regarding customer relationship management and CRM systems including their implementation. The thesis includes analysis of current state of CRM in a concrete company and a proposal of a new CRM system implementation schedule based on the analysis. Finally, there is a discussion of benefits of the proposed project and author's proposals heading to improvements of CRM in the company.
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Carlsson, Dan, and Erik Jones. "Betydelsen av CRM-system i utvecklingen av kundrelationer." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-6043.

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Date of seminar: 2009-05-28

Course: Mälardalens Högskola, EIK021, Bachelor thesis in Business and Information Systems, 15hp

 

Authors: Dan Carlsson and Erik Jones, Västerås

Title: The significance of CRM-systems in the development of customer relationships

Tutor: Marie Mörndal

Keywords: Customer relationships, Relationship marketing, CRM, CRMsystem

Problem: Throughout the years CRM has received increasingly amount of attention as a result of the technical development in the society.CRM has, during the last few years, become one of the most discussed subjects in the field of IT. However, there is an overconfidence on CRM-systems and that companies become better on handling and creating better customer relationships when implementing and using such a system. From this standpoint it’s important that companies understand the true meaning of CRM and it’s implications on the development of customer relationships. The essay is thus based on the following question: What significance does a CRM-system have on companies’ development of customer relationships?

 

 

Purpose: The purpose is to describe and analyze the significance of CRMsystems in companies’ development of customer relationships.

Theory: The theoretical reasoning starts with describing and defining the term relationship, as relationships is a vital part in the relationship marketing. It continues with describing the implications of the term relationship marketing to offer a background and an understanding of the foundations of CRM and it’s purpose. Finally the terms CRM and CRM-systems are described to ascertain the significance of a CRM-system in the development of customer relationships.

Method: The essay is based on a deductive approach and the structure of the essay is 90 % theory and 10 % empirics where the empirical material functions as a practical feature to the theoretical reasoning. The empirical investigation is of a qualitative nature and has been carried out on ABB.

 

Findings: CRM-systems probably have a relatively small significance in the development of customer relationships. What’s important is that companies have an all-embracing relationship philosophy within their organization with developed CRM-strategies. Considering this, CRM-systems can still be of much use in the handling of data and information in the specific customer relation.The essay is based on a deductive approach and the structure of the essay is 90 % theory and 10 % empirics where the empirical material functions as a practical feature to the theoretical reasoning. The empirical investigation is of a qualitative nature and has been carried out on ABB.The theoretical reasoning starts with describing and defining the term relationship, as relationships is a vital part in the relationship marketing. It continues with describing the implications of the term relationship marketing to offer a background and an understanding of the foundations of CRM and it’s purpose. Finally the terms CRM and CRM-systems are described to ascertain the significance of a CRM-system in the development of customer relationships.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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Arganil, João Francisco Guerreiro. "Desenvolvimento de uma estratégia de implementação de CRM para uma empresa de programmatic advertsing : o caso da Mobipium." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19135.

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Mestrado em Marketing
A Internet tem contribuído para um cliente com maior capacidade de escolha sobre que produtos ou serviços adquirir, por isso as empresas começam, cada vez mais, a criar e transformar os seus modelos de negócio focando-se no cliente. Por isso, em conjunto com a evolução das tecnologias da informação, as empresas começaram a adoptar soluções de Customer Relationship Management (CRM) com o objetivo de reter os seus clientes, melhorar as suas relações com todos os seus stakeholders e adotar estratégias de marketing comuns a toda a empresa. A Mobipium é uma ad network que atua na área do programmatic advertising e necessita de uma implementação de CRM para dar resposta ao seu portfólio de milhares de clientes. Este estudo tem como objetivo o desenvolvimento de uma implementação de CRM que se aplique às necessidades de gestão de uma empresa de programmatic advertising, como a Mobipium. Do ponto de vista da metodologia, selecionou-se o método qualitativo. As técnicas de recolha de dados foram a recolha de dados secundários e a realização de sete entrevistas semiestruturadas em profundidade. A estratégia utilizada foi a de case study, tendo sido a Mobipium o objeto deste estudo. Considera-se que esta investigação possibilitou o desenvolvimento da estratégia de implementação de CRM na Mobipium. Para tal, definiu-se de que forma os processos cross-functional de CRM da Mobipium devem ser operacionalizados e articulados e de que forma a empresa deve organizar-se para a implementação de CRM.
The Internet has contributed to a customer with greater choice about which products or services to purchase, so companies are increasingly starting to create and transform their business models to customer-focused ones. Therefore, in conjunction with the evolution of information technology, companies have begun to adopt Customer Relationship Management (CRM) solutions to retain their customers, improve their relationships with all their stakeholders and adopt common marketing strategies through the whole company. Mobipium is an ad network that operates in the programmatic advertising area and needs a CRM implementation to meet its necessities to manage a portfolio of thousands of customers. This study aims to develop a CRM implementation that applies to the management needs of a programmatic advertising company, such as Mobipium. From the methodology point of view, the qualitative method was selected. Data collection techniques were secondary data collection and seven in-depth semi-structured interviews. The strategy used was the case study, and Mobipium was the object of this study. It is considered that this research enabled the development of the CRM implementation strategy of Mobipium. To this end, it was defined how Mobipium's multifunctional CRM processes should be operationalized and articulated, and how the company should organize itself to implement CRM.
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Behnami, Amin Shayan. "CRM i små och medelstora företag : En studie om företagens behov av CRM-funktioner." Thesis, Mittuniversitetet, Avdelningen för informations- och kommunikationssystem, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-21186.

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Customer Relationship Management (CRM) har fått ökad uppmärksamhetunder de senaste decennierna. Sökningar i vetenskapligaartiklar och litteratur visar att det finns behov av kunskap om CRM ochdess funktionalitet. Företaget som studeras i detta arbete är ett friståendeIT‐ och managementföretag som bland annat erbjuder CRMochERP‐system (Enterprise Resource planning) till kunder i olikabranscher. Företaget upplever att kunderna har olika behov och uppfattningarom funktionaliteten inom CRM‐system och även kring CRMfunktionalitetsom kan finnas i andra system såsom ERP‐system. Detfinns funktionalitet inom kundernas ERP‐/ekonomisystem som kanöverlappa funktioner i CRM‐system. Syftet med denna studie är attskapa en ökad förståelse för CRM‐systemens roll och dess funktioner.Resultatet baseras på ett slumpmässigt urval av åtta företag inom olikabranscher som hör till både små och medelstora företag. Undersökningenhar genomförts med hjälp av intervjuer med personer som är insatta iföretagens kundhantering. Information om företagens nuvarande CRMsystem,behov av CRM‐funktioner och egenskaper inom ERP‐/ekonomisystemen som svarar mot de önskade CRM‐funktionernainsamlades. Resultatet visar att företagens behov av nya system kanrealiseras genom utveckling av befintliga system istället för nya system.Det visar också att företagens ERP‐/ekonomisystem enbart används förekonomiärenden och inte för någon CRM‐funktionalitet. Små ochmedelstora företag löser sina CRM‐ärenden med separata IT‐lösningar.
During recent decades, Customer Relationship Management (CRM) hasbeen receiving increased attention. Searches within scientific articles andliteratures show that there is a need for increased knowledge in CRMand its functionality. The company studied in this work is an independentIT and management company that provides CRM and ERP systemsto customers in various industries. According to the companyʹs experience,their customers have different requirements and expectations ofthe functionality within CRM systems and also of the CRM functionalitythat can be found in other systems, such as ERP systems. There isfunctionality within the customersʹ ERP‐/financial systems which mayoverlap functions in the CRM system. The purpose of this study is tocreate a greater understanding of CRM systemsʹ role and its functions.The results are based on a random sample of eight companies in Sweden,within various industries, which are both small and medium sized.The survey was conducted by means of interview sessions with respondentswho are familiar with the company‐customer relationshipmanagement. Interview opportunities concern the collection of informationregarding the CRM functions and features within the ERP‐/financial systems of a current CRM system, which correspond to thedesired CRM functionality. The result shows that the business needs ofnew systems can be realized through the development of existingsystems rather than new systems. It also shows that the companiesʹ ERP‐/financial systems are used purely for financial matters and not for CRMfunctionality. Small and medium‐sized enterprises solve their CRMissues and financial matters by means of separate IT solutions.
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Gruber, Jacqueline, and Mei Hong Svensson. "Customer Relationship Management (CRM) : A multiple case study: analysing the critical factors of CRM implementation." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19444.

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Nowadays a company’s focus has shifted from a product-centric view to a more customer-centric view. Customers play a major role for doing business with companies. That leads to the purpose of this research, which is to identify critical factors of CRM implementation and to gain a deeper understanding of how companies deal with those critical factors. This was done with the help of a qualitative method, where six case companies were taken under the research. These six case companies are operating in different industries (1) laundry system industry, (2) printing industry and (3) heavy industry. In addition, the aim of this thesis was to find out how CRM implementation is influenced by critical factors in terms of CRM process and CRM system, interaction of sales force, information / communication flow and organizational structure / culture. The main points which influence the critical factors of CRM implementation were (1) customer-focused, (2) create trust, (3) sharing information and knowledge and (4) decision-making. To overcome these points at first companies need to be customer-focused their sales force need to be able to create trust with customers. Also it is important that companies have a well-implemented information / communication flow to optimise the decision-making process. Within the research more points for how an international organization can manage these critical factors are described. The collected data was analysed with the help of the theoretical framework. The conclusion could be drawn that, a well implemented CRM would help companies to build a better customer relationship and to be able to know as much about customers as possible.
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Pesic, Stefanie, and Emmy Pham. "Användning av CRM-system : En kvalitativ studie om CRM-användning för att stödja företags kundrelationer." Thesis, Högskolan i Halmstad, Akademin för informationsteknologi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-27783.

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Företag befinner sig i en konkurrenskraftig värld och för att lyckas överleva måste de ta hand om sina befintliga kunder såväl som attrahera nya. Med hjälp av dagens teknologi, har företag möjlighet att lagra information om sina kunder och kan därför få en ökad förståelse för kunders beteende och önskemål. CRM-system (Customer Relationship Management-system) är ett hjälpmedel i detta arbete och har därför blivit en prioriterad investering för företag då kunder betraktas som dess viktigaste tillgång. CRM-system är en kostsam investering, samtidigt som chansen för att misslyckas vid implementering är stor. Därför är det av stor vikt för företag att efter implementeringen kunna hantera, använda och ha förståelse för CRMsystemets olika funktioner för att lyckas stärka kundrelationer och erhålla tänkta fördelar som systemet syftar till. Studien tillämpar kvalitativa undersökningstekniker där ett fallföretag har undersökts genom intervjuer. Syftet med studien är att undersöka användningen av ett CRM-system för att komma fram till hur denna stödjer organisationen och dess kundrelationer. Utifrån litteraturstudien identifieras funktioner och användningsområden i ett CRM-system, vilket skapar underlag för den empiriska undersökningen. Studiens slutsats innehåller rekommendationer kring användning av CRM-system för att stödja kundrelationer. Rekommendationerna riktas till företag som använder CRM-system eller befinner sig i processen om att införa ett sådant.
Companies are in a competitive world and to manage to survive, they must take care of their existing customers as well as attract new ones. With the help of today's technology, companies have the ability to store information about their customers and can therefore have a greater understanding of customer behavior and preferences. CRM (Customer Relationship Management) system is an aid in this work and has therefore become a priority investment for companies as customers regarded as their most important asset. CRM-systems are a costly investment, while the chance of failure in the implementation is large. Therefore it is of great importance for companies to handle, use, and have an understanding of the CRM-system's various functions to manage to strengthen customer relationships and obtain prospective benefits that the system is aimed at. The study applies qualitative survey techniques where a company has been investigated through interviews. The purpose of this study is to investigate the use of a CRM-system to find out how this supports the organization and its customer relationships. Based on the literature review we identified features of a CRM system, which creates a basis for the empirical study. The study's conclusion contains recommendations about the use of CRMsystems to support customer relationships. The recommendations are addressed to companies using CRM-systems or to companies that are in the process of introducing such a system.
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Filipusic, Zlatan. "Webbaserat ordersystem samt CRM." Thesis, Tekniska Högskolan, Högskolan i Jönköping, JTH, Data- och elektroteknik, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-15508.

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The author of this report has created a Web-based invoice system and CRM at therequest of the company Webhouse.se. The purpose of the System is to makeeveryday tasks in the company easier. The system also needed to prevent mistakesand errors by managing orders and invoices.The system has been created with the company’s requests in focus. During thedevelopment of the system information security and interaction design have beenimportant aspects that have been taken into consideration.The system has been created using techniques such as PHP and MYSQL. Theinterface of the system has been created using HTML and CSS. During thedevelopment the student used different tools and software to aid the process.This work resulted in a system that supports the needs of Webhouse.se bymanaging invoices and making sure that clients get an invoice for the services theyhave bought.The process of developing the system has increased the knowledge of the studentand helped gaining valuable experience. It also helped the student to test his knowledge after three years of studies.
Genom detta arbete har ett webbaserat CRM och fakturahanteringssystem skapatspå begäran av Webhouse.se. Systemets syfte är att underlätta det dagliga arbetetför anställda och förhindra fel genom att hantera order och fakturor på etteffektivt sätt. Systemet ska se till att fakturor faktureras i tid, att säljare kan sparanya order och att all information finns samlad på en plats.Systemet har skapats med Webhouse.se’s krav i fokus. Utöver kraven harinformationssäkerhet och interaktionsdesign varit viktiga aspekter av arbetet.Systemet skapades i språket PHP med en MYSQL databas. Till de grafiska delarnaanvändes HTML och CSS. Till sin hjälp hade studenten olika programvaror ochverktyg som Adobe Dreamweaver, Photoshop och XAMPP.Resultatet av arbetet är ett webbaserat CRM och fakturahanteringssystem som sertill att fakturor skickas ut i tid och att säljare på företaget lättare kan göra sitt jobb.Systemet samlar all information på ett ställe och gör det därför lättare för en administratör att få en översikt.
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Nemček, Sebastian. "Current and future trends in cloud CRM." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-150122.

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The diploma thesis is committed to mapping CRM applications available in cloud and trends within. The goal is to describe what CRM is, how it evolved into Cloud CRM, analyze main differences between the two approaches and analyze trends that can be observed in CRM market and CRM applications. This is coupled with description of the most common CRM solutions and products available both on-premises as well as on-demand. In the first part, the thesis introduces theory behind Customer Relationship Management and its different understanding by various authors. It also describes the most common functionality of CRM. The second part explores the world of CRM application, characterizing infrastructure behind, deployment models, access options, licensing models and technology. In the next part the three on-premise solutions -- Oracle Siebel, Microsoft Dynamics CRM and SAP 360 Customer are described in terms of their look and feel, functionality, social and mobile CRM capabilities and pricing. The next part finally deals with CRM in the form of Cloud, introduces the term cloud computing, clarifies when cloud is the right choice and generally compares costs of running CRM on-demand and on-premise. This is followed by trends description on CRM market and functionality. The last chapter describes two cloud CRM solutions for each of the enterprise, medium and small company target segments.
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Johansson, Emelie, Mats Pettersson, and Christer Zielinski. "CRM-systems påverkan på företag och dess kundrelationer." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-729.

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Denna undersökning handlar om hur användandet av CRM-system (Customer Relationship Management) påverkar företag och dess kundrelationer. Forskningen om detta visar att CRM-system kan ge stora fördelar för både kunderna, företaget och relationerna där emellan. Men det finns många delar som påverkar hur mycket ett CRM-system förändrar relationerna mellan företag och deras kunder. Resultatet från denna undersökning kan vara av intresse för företag som går i tankarna att skaffa ett CRM-system eller förnya det som dem redan har. Vilket leder fram till vår problemfråga: Hur påverkar CRM-system företag och dess kundrelationer?

Syftet med uppsatsen är att beskriva och analysera hur ett CRM-system påverkar företag och dess kundrelationer.

Undersökningen baseras på en teoriram som ger en inblick i vad relationer är och vilken betydelse kundrelationer har för företag, även behandlas CRM-system och dess effekter på företag. Den insamlade teorin utmynnar i en undersökningsmodell som utgår ifrån ett CRM-system och visar hur det enligt teoriramen kan påverka ett företag och dess kundrelationer. Denna modell används som grund för insamlandet av vårt empiriska underlag.

Studien inleddes med litteraturstudier som sedan resulterade i en undersökningsmodell. Det utfördes sex intervjuer på fyra företag som använder sig av CRM-system. Därefter utfördes med hjälp av undersökningsmodellen en analysering av intervjusvaren och en sammanställning av resultat och slutsatser.

I uppsatsen konstateras det att de undersökta företagen inte använder CRM-systemens fulla potential. Utan att en centraliserad databas är en av de viktigaste komponenterna i CRM-system i företags arbete mot bättre kundrelationer. Undersökning utmynnar i en lista över de faktorer vi anser vara av vikt för ett företag som vill veta hur ett CRM-system kan påverka företag och dess kundrelationer. Om ett företag använder sitt CRM-system på rätt sätt kan de både få bättre kundservice, individualiserade tjänster, förbättrad informationshantering och ökad kundlojalitet vilka samtliga bidrar till bättre kundrelationer och ger företag konkurrensfördelar


This research is about how the usage of a CRM-system (Customer Relationship Management) affects companies and its customer relations. Other researches show that CRM-systems can give big advantages for both the customers, companies and the relations in-between. But there are many issues that affect how much a CRM-system change the relations between companies and its customers. The result from this research could be of interest for a company which is thinking about implementing a CRM-system or improve one they already use. Which leads us to our research question: How does CRM-system affect companies and their customer relations?

The purpose of this thesis is to describe and analyze how a CRM-system affects companies and their customer relations.

The research is based on a theory framework that gives an insight into what relations are and of what significance customer relations have for a company, also CRM-systems is discussed and their effects on companies. The collected theory concludes with a research model that begins with a CRM-system and shows how it according to the theory framework could affect a company and its customer relations. This model is used as the foundation in the collection of the empirical information.

The study began with a literature study that resulted in a research model. We performed six interviews at four companies that use CRM-systems. Then with help from the research model we analyzed the answers from the interview and created the result and conclusions.

In the thesis it’s established that the examined companies don’t use the CRM-systems full potential. A centralized database is one of the most important CRM-system components in a company’s strive for better customer relations. The research concludes with a list of the factors we consider being of weight for a company that wants to know how a CRM-system could affect companies and their customer relations. If a company use its CRM-system in the right way they can get both better customer service, individualized services, improved information management and increased customer loyalty which all contributes to better customer relations and gives companies competitive advantages.

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Shaikh, Rehan. "Mobile CRM (mCRM) : A CASE STUDY OF MOBILE CRM STRATEGIES." Thesis, KTH, Skolan för informations- och kommunikationsteknik (ICT), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-177536.

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Mobile technology has evolved drastically over the years, and so has the customer’s perception of and expectations on mobile services. Mobile phones have become the essential part of customer’s life style and they expect consumer services to be available on mobile phone. In this saturated market, providing better customer experience through the channel preferred by customers is as important as selling the actual product or services. In the quest to retain existing customers as well as attracting new, companies are developing innovative mobile customer relationship management (mCRM) strategies to strike a balance between its investments and fulfilling of customers need to generate maximum profit. However, not all mCRM strategies succeed leaving customers dissatisfied and switching to competitors providing better mobile services. The purpose of this study is to understand the dynamics between the customer acceptance, customer satisfaction and customer loyalty in the context of mCRM services. Thus, answering the following research questions: a) What are the factors behind customer acceptance? b) Do mCRM services have any effect on customer loyalty? Qualitative research method were utilized to closely study two different mCRM strategies from different industries with costumer in focus. Data for the study was gathered from a costumer survey as well as from interviews with informants within the company. In addition, external data from public domain was used to validate the findings of the study. Furthermore, a research model was developed by identifying the constructs adopted from literature study of technology acceptance model (TAM3) and customer loyalty. The research model was the basis for developing the customer feedback survey. In addition, the constructs helped in identifying the impact on customer acceptance and customer loyalty for the respective mCRM strategy. This study confirms previous findings and contributes to our understanding of technology acceptance as well as customer loyalty. The study reveals that mCRM services are mostly useful to urban customers with busy and on-the-go lifestyle. Furthermore, the study shows that through well practice use behavior customer develops a habit based on the prior evaluation of perceived usefulness and perceived value. In addition, the study indicates that customers build up a new trust towards the mCRM services through the usage of the service. Finally, the results of the study indicate that the mCRM services have an impact on company’s net customer loyalty.
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Silfvergren, Alex. "Utveckling av goda leverantörsrelationer via CRM-system." Thesis, Uppsala universitet, Institutionen för teknikvetenskaper, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-347865.

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Gotlands Slagteri är ett företag som bedriver produktion av kött och charkvaror. Verksamheten bygger på långsiktiga relationer mellan såväl leverantörer som kunder, och som vilken relation som helst krävs omtanke och underhållsarbete för att de skall kvarstå. Syftet med den här studien är att titta på Gotlands Slagteris leverantörsrelationer och göra en utomstående bedömning för slakteriets räkning, samt att se om dokumentationshanteringen av leverantörerna kan förbättras. Syftet mynnar följaktligen ut i tre frågeställningar; Hur ser nuläget av relationen mellan Gotlands Slagteri och deras leverantörer ut? Vilken leverantörsinformation önskas av Gotlands Slagteri i framtiden? Är CRM-system ett lämpligt alternativ för Gotlands Slagteri att dokumentera information i och hur kan det tillämpas? Metodiken som använts för införskaffande av data har primärt bestått av intervjuer, både med leverantörer och personal vid Gotlands Slagteri. Studiens frågeställningar resulterar i att relationerna över lag ser bra ut. Det viktigaste för leverantörerna visar sig vara att avräkningspriserna per djur inte är för låga. Studien resulterar också i att slakteriet inte nödvändigtvis är ute efter någon ny information angående leverantörer i framtiden, men att det istället går att utöka leverantörers redan befintliga uppgifter genom att integrera annan sparad information. Vid integrering av vederbörande uppgifter talar resultatet även för att CRM-system är lämpligt vid framtida dokumentation för leverantörsuppgifter. Återstående för slakteriet är att avgöra vilken typ av CRM-system som ter sig bäst lämpat, men studiens rekommendation är att satsa på ett egenutvecklat system. Initialt kan systemet implementeras vid inköpsavdelningen som ett slags pilotprojekt för att därifrån expandera programmets funktioner till att även stödja andra avdelningar i verksamheten.
Gotlands Slagteri is a butchery which produces meat and charcuterie. The company is dependent on long term relationships with suppliers as well as customers, and just as in any relationship it is nurtured by tender and care. The purpose of this study is to identify the relationship with the suppliers and see what could be improved upon. In this case, the improvement regards the company’s way of handling information about suppliers, which in turn generate the following questions; does any further information regarding suppliers, valuable enough to be documented exist? How could present information be stored? The information procured attempts to answer what makes suppliers supply to Gotlands Slagteri as well as what the viewpoint of other butcheries is. Via a literature study CRM is proposed as a possible solution and is backed up by a benchmark of what similar companies do (HKScan, KLS, Hälsingestintan). CRM systems turn out to be a recurrent option and could be procured either by buying an already existing product or be developed on your own. The study concludes in there not necessarily being anything new to add as far as information per supplier go, but instead point to the fact that there are some already existing data which potentially could add individual value. Beyond that the study show that CRM could make a strong case as a future feature. The one thing reaming is for Gotlands Slagteri to determine which CRM-system would make the better fit.
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Doxakis, Berg Angelika. "Social CRM i SME : En utvärderande studie av små och medelstora företags förväntningar och resultat av att använda social CRM." Thesis, Mittuniversitetet, Institutionen för informationssystem och –teknologi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-39186.

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Customer Relationship Management (CRM) is a strategy that helps companies develop and manage their customer relationships. CRM helps the company with a better understanding of the customer and the customers needs. Through the growth of social media, traditional CRM has been further developed into social CRM, which gives the companies a new approach to being competitive in differ-ent media. The new type of relationship between company and costumer is two-way and it is the customer who owns the relationship. Companies can be active on different platforms to directly interact with existing or potential customers. The purpose of this paper is to evaluate SME´s expectations and results of social CRM. The purpose was achieved by answering the following questions: Which incentives are key for SME to accept social CRM? What are SME´s expectations on using social CRM? To what extent do SME use social CRM? And what results did SME achieve by using social CRM? The study was conducted through a semi-structured interview study. Four different SMEs from different industries participated in the study. Compilation of interview results is presented in tabular form and shows that SME seldom has set goals and desired values before working in social media, but theresults achieved are nevertheless in line with what the companies thought the work in social media would give. Thecompanies in the study feel that they have been able to follow the development and be where customers are.
Customer Relationship Management (CRM)är en strategi som hjälper företag att utveckla och hanterasinakundrelationer. CRM hjälper företaget med en bättre förståelse för kunden och kundens behov. Genom framväxten av sociala medier har traditionell CRM vidareutvecklats till social CRM, vilket ger företagen ett nytt angreppssätt för att vara konkurrenskraftiga i olika medier. Den nya ty-pen av relation mellan företag och kund är tvåvägs och det är kunden som äger relationen. Företagen kan vara aktiva på olika plattformar för att direkt interagera med existerande kunder eller potentiella kunder. Syftet med denna uppsats är att utvärdera små och medelstora företags (SMEs) förväntningar på och resultat av social CRM. Syftet uppnåddes genom efter att ha svarat på följande fråge-ställningar: Vilka är drivkrafterna till att SME adapterar social CRM? Vilka för-väntningar har SME inför att använda social CRM? I vilken grad använder SME social CRM? Vilka resultat uppnådde SME av att använda social CRM? Studien genomfördes genom en semi-strukturerad intervjustudie riktad till SME. Fyra olika SME från olika branscher deltog i studien. Sammanställning av intervjuresultat redovisas i tabellform och visar att SME sällan har utarbetade mål och önskade värden innan arbete i sociala medier, men att dom uppnådda resultat ändå ligger i linje med vad företagen trodde arbetet i sociala medier skulle ge. Företagen i studien upplever att de lyckats följa utvecklingen och vara där kunderna är.
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Alt, Rainer, and Olaf Reinhold. "Anwendungsfälle und Werkzeuge des Social CRM." Universität Leipzig, 2015. https://ul.qucosa.de/id/qucosa%3A13341.

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Der Forschungsbericht enthält studentische Arbeiten zu Anwendungsgebieten und Technologien des Social Customer Relationship Management (CRM). Die einzelnen Beiträge ergänzen das einleitend skizzierte Konzept des integrierten Social CRM um konkrete Beispiele für die Verbindung von Social Media und CRM sowie die entstehenden Integrationsherausforderungen. Grundlage des Forschungsberichts sind Ergebnisse aus zurückliegenden Forschungsprojekten des Instituts für Wirtschaftsinformatik und des Seminars Enterprise Systems 2 an der Universität Leipzig.:Abbildungsverzeichnis V Tabellenverzeichnis VI Abkürzungsverzeichnis VII Vorwort IX Integration von Social Media und CRM Olaf Reinhold Einführung in das integrierte Social CRM 3 Präsenz im Social Web Sascha Petronis Bereitstellung von Zusatzinhalten im Social CRM 11 Kooperation im Social CRM Christoph Lefanczyk Einsatz von Social CRM-Systemen zur Unterstützung des Kooperationsprozesses 23 Tilo Gutknecht Social CRM-Plattformen für Crowdsourcing 35 Durchführung von CRM-Prozessen im Social Web Chris Jänicke Social Customer Relationship Management -Kundenbindung im indirekten Vertrieb 45 Martin Max Röhling Identifikation von Anwendungen zur Unterstützung von CRM-Prozessen im Vertrieb 55 Lino Janke Prozesse im Social CRM sowie deren Integration und Vorstellung von Fallbeispielen 65 Analyse von Social Web-Inhalten Christin Reinsdorf Nutzung von Social Media im Bereich Marktforschung und Marktbeobachtung 75 Lars Zinner Auswertung und Verwendung von Social Media-Inhalten 85 Lars Busch Nutzung von Social Media zur Analyse der Marktakteure und des Social Ecosystem 97 Datenmanagement im Social CRM Ingolf Römer Beurteilung der systemgestützten Bereitstellung von Kennzahlen im Social CRM 109 Christian Mählig Datenaggregation im Social CRM 123 Schlagwortverzeichnis 133 Anhang - Poster 135
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Ілляшенко, Сергій Миколайович, Сергей Николаевич Ильяшенко, Serhii Mykolaiovych Illiashenko, and Н. О. Феденко. "CRM-технологія як стратегічна складова бізнесу." Thesis, Сумський державний університет, 2012. http://essuir.sumdu.edu.ua/handle/123456789/28752.

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Carvalho, Cássia Fernanda Cancelinha de. "Estratégias de CRM aplicadas ao contexto empresarial." Master's thesis, Instituto Superior de Economia e Gestão, 2018. http://hdl.handle.net/10400.5/18165.

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Mestrado em Métodos Quantitativos para a Decisão Económica e Empresarial
Objetivando agregar valor, aumentar e fidelizar os seus clientes, a organização para a qual se desenvolveu o projeto, adquiriu um software de Customer Relationship Management (CRM). A organização acreditava que o uso da ferramenta, nomeadamente das funcionalidades relativas ao envio de campanhas de marketing, seria o bastante para atrair e fidelizar os seus clientes. Contudo, não tendo sido antecipados fatores de sucesso e estratégias que devem anteceder a aquisição de uma ferramenta de CRM, a sua implementação acabou por não gerar todos os ganhos esperados pela organização. Assim, foram relatadas falhas quer ao nível da faturação, quer no tempo de resposta adequada aos clientes. Esta foi a motivação para o desenvolvimento deste projeto, que pretendeu fazer o levantamento, estudo e implementação de estratégias adicionais de CRM, para melhorar a obtenção dos benefícios inicialmente expectados. O trabalho consistiu num estudo de caso, essencialmente descritivo. Primeiramente, foi feita uma análise dos problemas notados pela gestão de topo da organização, quer através de reuniões e entrevistas informais, quer por observação. Foi também realizado o estudo sobre o software de CRM, sobre o cliente, e finalmente sobre o atual desempenho dos colaboradores. As contribuições desta fase do projeto levaram à identificação e seleção de estratégias de CRM que foram posteriormente aprovadas pela gestão de topo. A implementação destas estratégias veio assim permitir entender melhor o contexto atual da empresa na sua relação com o cliente, e melhorar a segmentação dos mesmos, bem como os canais de comunicação e a satisfação dos serviços prestados.
In order to add value, increase and retain its customers, an organization decided to acquire a software of Customer Relationship Management (CRM). This organization believed that the use of this tool, namely the functionalities of sending of marketing campaigns, would be enough to broaden and retain its clients. No one managed any success factor for the acquisition, neither established any strategy to improve the success of the software implementation. As a result, the company felt that the CRM did not bring all the benefits that it was expected. For instance, the company reported problems with the billing process and with the time taken to respond to the clients. This motivated the development of this project, which aims to obtain, study and extend additional CRM strategies to improve the benefits initially expected. The project consisted of a case study, essentially descriptive. First, the problems described by the company were analyzed. Detailed data was obtained through informal interviews and meetings, but also by observation, about the CRM software, the clients and the current performance level of the employees. This study allowed for the identification and selection of the best CRM strategies to be implemented, which enable a better understanding about the company and its relationship with the client. The contributions achieved include the improvement of client segmentation practices, as well as the communication channels used, and the satisfaction about the services provided.
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Yayintas, Hakan, and Jasmina Bjelevac. "CRM Impact - Experiences from some multinational companies." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-12699.

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Problem Discussion:  CRM has a growing trend of popularity in recent years within the multinational industrial companies, but at the same time; CRM initiatives achieved high failure rates to the point that it has become more common for CRM implementations to fail than to succeed. Thus as a result, the majority of companies fail to achieve CRM Impact in their organizations. Research Question:  Which basic elements are important to achieve CRM Impact within the chosen multinational industrial companies? Purpose: The thesis aims to describe and analyze CRM Impact within the chosen multinational industrial companies, by using the chosen theoretical framework. Methodology: Several company experiences are investigated through an exploratory qualitative investigation, and then analyzed with the help of theoretical framework. Conclusion: Authors have found that the most important basic elements to achieve CRM Impact within the chosen multinational industrial companies are: a supportive top management, and well-established knowledge management capabilities.
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Haavik, Maria, and Kajsa Ragnar. "Processförändring i samband med CRM-investering." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-30533.

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En effektiv användning av CRM-system reducerar avstånden mellan kund och verksamhet, samt bidrar till ökad kundlojalitet, god service och bättre insamling av data och information. CRM-system är ett komplext helhetskoncept som kräver integration mellan hårdvara, mjukvara, människor och data. För att systemet ska fungera effektivt kräver det en nära relation mellan systemet och verksamheters affärsprocesser som vid implementering av CRM behöver förändras och utvecklas. Sedan 1990-talet har det varit en ökad efterfrågan på denna typ av system och fler verksamheter önskar investera i CRM-system för att skapa sig en konkurrenskraftig position på marknaden. Trots denna ökning har tidigare forskning visat att flera verksamheter misslyckas med investeringen och att systemet inte uppnår de mål och förväntningar som verksamheten har. En av orsakerna till att systemet misslyckas har visat sig vara brist på processförändring i samband med CRM-implementering. I denna studie undersöker vi vad CRM-system är och vilka fördelar systemet kan generera, samt vilken betydelse processförändringsarbetet har på verksamhetens utveckling och CRM-implementering. Utifrån empirisk data presenteras den relation som verksamheter har till processförändring i samband med införande av CRM, hur arbetet skiljer sig mellan verksamheter och i vilken utsträckning de arbetar med förändringen. Undersökningens resultat visar hur arbetet med processförändring kan påverka CRM- investeringen. Vi vill med detta arbete uppmärksamma verksamheter som investerar i CRM eller som idag är i behov av att förändra eller utveckla systemet, att i högre grad arbeta med processförändring i samband med CRM-implementation.
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Gerdin, Linda, and Ylva Koch. "Implementering av CRM." Thesis, Linköping University, Department of Management and Economics, 2002. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-1330.

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Background: The fierce competetivness that characterize todays market force the companies to differentiate their offerings to a greater extent. The customers do no longer choose their supplier on the attributes of the products alone. Their purchase decisions also depend on the relationship the customers have with their supplier. With new customer channels like the Internet and advanced computer systems companies can increase the value for their customers through a better understanding of the customers needs and preferences. In this way companies can create longterm relationships with their customers.

Purpose: The purpose of this thesis is to increase the understanding of the elements that are important for a successfull implementation of CRM.

Realization: To achieve the purpose of this thesis a case studie was conducted at TAC Svenska AB where the future implementation of CRM was examined. The emirical data was assembled through interviews with employees at the company. The questions delt with earlier organizational changes within the company and the employees attitudes regarding the implementation of CRM.

Results: To successfully implement CRM it is essential that companies consider several elements that are important when companies undergo organizational change. Some of the elements that we found to be of great importance were the commitment of the managers, communication and information, to establish short term goals and to create involvement among employees regarding the implementation.

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Голишева, Євгенія Олексіївна, Евгения Алексеевна Голышева, Yevheniia Oleksiivna Holysheva, Алла Миколаївна Дядечко, Алла Николаевна Дядечко, and Alla Mykolaivna Diadechko. "What is CRM?" Thesis, Видавництво СумДУ, 2011. http://essuir.sumdu.edu.ua/handle/123456789/13446.

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Kouklík, Václav. "CRM v pojišťovnictví." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-72456.

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The thesis is focused on the Customer Relationship Management in an insurance company. The goal is to provide complex view on the issue of customer relationship management in the insurance, then identify the specific knowledge of insurance industry and consequently use it for analysis and design of selected processes of CRM. For these processes is also needed to design relevant performance indicators. These goals can be reached by mapping those processes in insurance companies, which are supported by CRM, to the standard functionality of the CRM system. For gaps is necessary to consider changing the standard functionality or change the process. Design of the indicators is based on the Balanced Scorecard and method CRACK. The benefit of the work is application of knowledge in the field of customer relationship management in the insurance industry as well as design and analysis of selected processes of CRM with their measurements.
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Forsberg, Karl, and Hugo Samuelsson. "Strävan mot lojalitet : Åtta e-handelsföretags erfarenheter och upplevelser av CRM-system och systemens påverkan på lojalitet." Thesis, Linköpings universitet, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-129710.

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Bakgrund: CRM säljs ofta in som ett verktyg för att uppnå kundlojalitet. Forskningen är tvetydig på om sambandet mellan CRM och lojalitet gäller, och en rad problem som sägs hämma CRM-satsningar tas upp. Trots svårigheterna med CRM är ordet fortfarande lite av ett buzzword, och aktuellt än idag. CRM har utvecklats mycket sedan 1995, då begreppet först myntades, men innebörden är det samma: det är viktigt att fokusera på kunderna och bibehålla den kundbas som finns idag. Klädbranschen har upplevt en nedåtgående trend, och har endast vuxit online de senaste åren. E-handel är ett område där företag är extra utsatta för konkurrens, och ett sätt att hantera detta är att försöka bibehålla befintliga kunder. I studien undersöks svenska små och medelstora e-handelsföretag i klädbranschen ur ett fenomenologisktperspektiv; deras upplevelser och erfarenheter av CRM-lösningar och dessa lösningars påverkan på lojalitet. Syfte: Studiens syfte är att undersöka hur e-handelsföretags CRM-ansvariga ser på sina system och hur de upplever att deras CRM-lösningar bidrar till lojala kunder. Metod och genomförande: Studien har en fenomenologisk och hermeneutisk utgångspunkt, med kvalitativ och induktiv forskningsstrategi. Metod för datainsamling är semistrukturerade intervjuer med åtta fallföretag i Sverige som bedriver handel med kläder online. Resultat: Studien visar att fallföretagen upplever allt mer konkurrens, samt att kundernas beteende blir allt mer utmanande. Intervjupersonernas uppfattning är lojalitet är viktigt, då kunder som återkommer är lätta att påverka, vilket är bra ur ettkostnadsperspektiv. Studien kartlägger också vilka former av CRM-lösningar som används idag, och konstaterat att småföretag använder relativt enkla lösningar. Slutligen upplever intervjupersonerna att deras CRM-lösningar har någon form av påverkan på kunderna, men att system som erbjuder till exempel personlig anpassning av kommunikation skulle bidra ännu mer då kommunikationen anses bli mer relevant.
Background: CRM is often proposed as tool for achieving customer loyalty. However, research conducted in this field is ambiguous on the correlation between CRM and customer loyalty, and many obstacles that hinder CRM projects are found. Despite the difficulties associated with CRM, CRM is still a buzzword today and the concept is present. The acronym was introduced in 1995 and has since developed a lot, however, the concept still has the same implication: it is important to be customeroriented and maintaining the extant group of customers. The apparel retail sector has experienced a decline, with growth exclusively in the ecommercechannel. E-commerce is a sector where companies are exposed tocompetition, and one possible strategy for dealing with the competitiveness is focusing more on maintaining the base of extant customers. In this project Swedish SMEs running e-businesses in the apparel retail sector are studied by using phenomenology, in order to assess their experiences of CRM systems and the systems’ perceived impact on customer loyalty. Aim: The purpose of this project is assessing how the CRM managers of e-commerce companies experience their CRM systems and the systems’ perceived impact on customer loyalty. Research method and execution: The project is based on phenomenology and hermeneutics, and uses a qualitative and inductive approach. The method used to gather information is semi-structured interviews with eight e-commerce companies in the apparel retail sector. Results: This study shows that the companies experience a high level of competition and the customer behavior to be more challenging. The people interviewed consider loyalty as important, due to the fact that recurring customers are more easily influenced, which is cost effective approach. The study also maps the current use of CRM systems and finds that small companies use relatively simple solutions. In the end the people interviewed express that they perceive that their CRM-systems influence the customers to some extent, but point out that solutions that provide customized communication would have a greater influence due to increasingly relevant content.
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Selö, Nathalie, and Jessica Andersson. "Hur betydelsefull är CRM data? : En studie om användandet av CRM-system inom livsmedelskedjorna ICA och Coop." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-19326.

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During the last few decades a new kind of business operation have developed and this has forced organisations to adapt themselves to a new competitive environment characterized by increased customer demands as well as a larger amount of competitors. Therefore companies have had a shift in their strategies from focusing on sales numbers to focusing on the customer. To build lasting customer relationships, in order to create customer loyalty, have become an important part of the organisational strategy and the collection of consumer data is essential in achieving this loyalty. Customer relationship management systems assist organisations in managing information about individual customers as well as managing all aspects of customer contact, with the purpose of increasing customer loyalty towards the company. The collection of consumer data also enables for companies to design personalized offers to individual customers in the form of direct marketing. Since Swedish grocery stores have a low degree of loyalty amongst their customers they are one example of businesses who collects information about their consumers in order to influence customer loyalty. To be able to answer our problem definition and the purpose of this essay we used two empirical studies as well as a theoretical base consisting of mainly literature and scientific articles. Both the empirical studies and the theoretical base focused on the three key aspects of this essay; direct marketing, CRM-systems and customer loyalty. We used a qualitative method in the empirical studies since we wanted to get deeper and more detailed information, regarding the subjects in our study, than a quantitative approach would have resulted in. Since this study is based on only two interviewees we found that a qualitative method was optimal for our study, partly to be able to compare and analyse the different responses with each other but also with the collected theories. We chose to focus our empirical study on the two largest grocery stores in Sweden; ICA and Coop because of their size on the Swedish market in order to enable a certain degree of generalization. The two interviewees from the different companies were chosen as a result of their knowledge about the studied subject and also because of the difference in their positions within the companies, which we believe contributed to an increased depth in our analysis, discussion and conclusion. One conclusion that we reached is that the three key aspects; customer loyalty, CRM-systems and direct marketing are all linked together since they both affect and complement each other. Another conclusion that we have developed during this study is that the significance of CRM data in order to create customer loyalty within large Swedish grocery stores is dependent on the degree of sophistication within the computer system in relation to the company’s direct marketing.
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Petrová, Barbora. "Nástroje CRM v bankovnictví." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-9413.

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Annotation This thesis is concerned with CRM approach - Customer relationship management. CRM covered new marketing methods, that are focused on client's needs rather than on product push strategy. Thanks to sophisticated data analysis clients are addressed with offers, that come up to their current needs. Thesis explains basic terms connected to CRM strategy, different sorts and its components. CRM concept is apllied on the banking area using the example of czech commercial bank.
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Li, Chiamin. "CRM and the use of internet in Electric & Machinery industry-TECO." Thesis, University of Gävle, Department of Technology and Built Environment, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-6356.

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Everyone already knows what the customer relationship management is and it has been improved and managed by the internet, called electronic customer relationship management. The information technology, such as the internet, is making it easier for customers and industries. The purpose of this study is to analyze the customer relationship management in TECO Electric & Machinery Co.,Ltd. and how this could be improved via the internet with four research questions. Additionally, the primary information was conducted by a face-to-face interview with the managing director who has empirical experiences in that field and qualitative approach was utilized. The theories about the customer characteristic, customer involvement, the future customer relationship management, and the use of internet were used. In TECO, the main customer characteristics are financially attractive customers and the customer in a close relationship and the customers usually involved in the development stage of new product development processes. For the future orientation, TECO may be able to pay attention on people-driven application and take Amazon as an example in the use of the internet. Moreover, the probability of further research was discussed in this study.

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47

Rönn, Magnus. "Customer Relationship Management : En studie om hur företag arbetar med CRM och orsaker till misslyckade implementeringsförsök." Thesis, Södertörns högskola, Institutionen för ekonomi och företagande, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-16570.

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In relation to the paradigm shift that took place between the marketing mix and relationship marketing, and the emergence of information technology in the 90:s, the Customer Relationship Management (CRM) has become a frequently used concept in marketing. Most definitions and approaches have been generated from previous studies, but the concept is still criticized for the number of failed implementation attempts. Along a discussion of the area has an elaborate theoretical foundation remained as the foundation for the study development and utilized in all the sections of the study. The study, with help from Gartner's eight building blocks of CRM, focus on how Swedish medium and large companies work with CRM, and if this is an indicator of the number of failed implementation attempts. The survey consists of two approaches, qualitative and quantitative, to provide both depth and generalizability of the study. The qualitative approach consists of interviews with six CRM managers, while the quantitative approach is a survey that 75 CRM professionals, at various large companies in Sweden, have responded. The results and analysis are presented along the two paragraphs, independently of one another. The analysis shows that Swedish companies today are not at the forefront of CRM and half are still living with a reluctance opinion to change along the customer's needs. The conclusion shows, however, that, although companies are not working correctly in all areas, taking place today is an immense change in the majority of the companies.
I förhållande till det paradigmskifte som ägt rum mellan marknadsföringsmixen och relationsmarknadsföring, samt framväxten av informationstekniken på 90-talet, har Customer Relationship Management (CRM) övergått till att vara ett frekvent nyttjat begrepp inom marknadsföring. Flertalet definitioner och tillvägagångssätt har genererats från tidigare studier, men området kritiseras fortfarande för antalet misslyckade implementeringsförsök. Utefter en diskussion kring området har en utarbetad teoretisk grund legat som fundament för studiens utveckling och nyttjats i studiens samtliga avsnitt. Denna studie har, med Gartners the eight building block of CRM, fokuserat på hur svenska mellan- och storföretag arbetar med CRM och vilka orsakerna är till misslyckade implementeringsförsök. Undersökningen består av två ansatser, kvalitativ och kvantitativ, för att både ge djup och generaliserbarhet till studien. Den kvalitativa ansatsen består av intervjuer med sex stycken CRM-ansvariga, medan den kvantitativa ansatsen är en enkätundersökning som 75 CRM-ansvariga, på varierande storföretag i Sverige, har besvarat. Resultatet och analysen är presenterad utefter de två ansatserna, fristående från varandra. Analysen visar på att svenska storföretag idag inte är i framkant av CRM och hälften lever fortfarande med en motvilja att förändras utefter kundens behov. Slutsatsen visar likväl på att, även om företagen inte arbetar korrekt inom samtliga områden, pågår idag ett stort förändringsarbete hos huvudparten av företagen.
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48

Basahel, Sarah. "The effect of organisational culture and leadership on CRM implementation in Saudi Arabian organisations." Thesis, Brunel University, 2016. http://bura.brunel.ac.uk/handle/2438/13416.

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Past studies have talked about the impact of leadership or impact of culture on implementation of Customer Relationship Management (CRM) systems. Implementation of CRM is considered as a change process and most authors agree that leadership and culture play an important role in change projects. However, past research does not look at the combined impact of leadership and culture on implementation of CRM and also, how leadership and culture affect each other. Leaders are argued to be the architects as well as the products of organisational culture and hence understanding of their relationship is critical to develop leadership approaches for the implementation of CRM in different contexts. This study aims to explore how CRM implementation is impacted by the organisational culture and leadership in Saudi Arabian organisations. Three companies, Company (A), Company (B) and Company (C) were used as case studies. Data as collected using semi structured interviews. This thesis finds that leadership plays a very critical role in implementation of CRM in Saudi Arabia especially because leadership has the capability to influence culture as well, especially in high power distance societies like Saudi Arabia. Findings from case study organisations indicate that leaders adopted transactional and autocratic leadership styles in implementation of CRM. These leadership styles have resulted in a number of problems in coordination, communication and implementation of CRM as well as low levels of interaction between top management and the employees working at the front end. This study finds that an autocratic leadership style negatively influences customers’ experience in customer-oriented industries. Moreover, organisational culture plays an important role in implementation of CRM system. It shapes how employees interact with each other and how they interact with their superiors and subordinates and guides employees about what to do and what not to do, including practices, values, and assumptions about their work. This study also found that organisational culture plays an important role in planning implementation and effectiveness of CRM systems in organisations. If there is a mismatch between organisational culture and an information system, it can lead to a number of problems such as delays in offering services to customers.
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49

Quaiser, Jakub. "Analýza a implementace CRM v neziskovém sektoru." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-149928.

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This thesis focuses on analysis and implementation of CRM in non-profit organization. The main aim of this thesis is to analyse the choice of suitable CRM system for Open Society Fund Prague, while the part of implementation is covered in the thesis of Václav Bešta. To fulfil the main aim, it is necessary to extend knowledge gained during the study using additional information from specialised publications and electronic resources which relate to CRM and Fundraising. These are subsequently used in the practical part, which is the result of individual work and cooperation with V. Bešta and members of Open Society Fund Prague. The contribution of this thesis is a resultant product in form of chosen and suggested CRM system, which Open Society Fund Prague will use for its activities. Possible contribution is that this system can be used by another non-profit organisation. Moreover, the practical part of this thesis may serve as a manual, how to deal with a selection of suitable CRM system. This Thesis is divided into two parts: theoretical and practical. The theoretical part discusses and clarifies the meaning of CRM and Fundraising, describes possibilities of their interconnection and mentions research in works, dealing with similar topics. At first, the practical part describes Open Society Fund Prague. The thesis continues with the analysis of found requirements for the CRM system, which than helps to choose a suitable product for the foundation. At the end, the thesis mentions the implementation of a chosen system in Open Society Fund Prague, which is described in detail in the thesis of V. Bešta.
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50

Alt, Rainer, and Olaf Reinhold. "Analysemethoden, Anwendungsfälle und Werkzeuge des Social CRM." Universität Leipzig, 2017. https://ul.qucosa.de/id/qucosa%3A15607.

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Der Forschungsbericht enthält studentische Arbeiten zu Analysemethoden, Anwendungsfällen und Technologien des Social Customer Relationship Management (CRM). Die einzelnen Beiträge betrachten das Konzept eines integrierten Social CRM aus verschiedenen Perspektiven und anhand konkreter Beispiele. Grundlage des Forschungsberichts sind Ergebnisse aus zurückliegenden Forschungsprojekten des Instituts für Wirtschaftsinformatik und des Seminars Enterprise Systems 2 an der Universität Leipzig.:Inhaltsverzeichnis Abbildungsverzeichnis V Tabellenverzeichnis VII Abkürzungsverzeichnis VIII Vorwort XI Konzeptionelle Grundlagen Olaf Reinhold Von der Social Media-Nutzung zum Integrierten Social CRM: The-matische Einführung und Strukturierung des Arbeitsheftes 3 Analysemethoden Hans-Georg Wu Text Mining im Social CRM 15 Franziska Suchy Analyseansätze im Social CRM 29 Martin Lebik Methoden zur Ermittlung von Influencern 41 Anwendungsfälle Eva Kahlert Einsatz und Nutzen von Social Media in einem KMU am Beispiel des Outdoor-Unternehmens tapir 63 Veronika Prochotská Szenarios zum Präsenzaufbau im Social CRM 83 Ana Maria Cerlinca Social Media Monitoring und Dashboards zur Unterstützung universitärer Prozesse 97 Richard Stüber Die Social Media-Nutzung einer deutschen und einer brasiliani-schen Universität im Vergleich 111 Werkzeuge Marcel Fischer Prozessunterstützung durch SCRM-Werkzeuge 125 Tom Roick Systeme zur Ermittlung von Influencern 135 Jonas Buch SCRM-Unterstützungssysteme zum Präsenzaufbau im Social Web 147 Datenmanagement im Social CRM Mattis Hartwig Data Aggregation in Social CRM 165 Karsten Stöcker Vergleichende Betrachtung der Application Programming Interfaces sozialer Netzwerke 175 Anhang - Poster 189
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