Tesis: "Customer Relationship Management (CRM)"

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Suárez, Néstor Mauricio. "Estrategia CRM (Customer Relationship Management)". Master's thesis, Universidad Nacional de Cuyo. Facultad de Ciencias Económicas, 2011. http://bdigital.uncu.edu.ar/4481.

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Realizar una propuesta metodológica que permita analizar, diseñar e implementar una estrategia CRM en las empresas de servicios públicos de Mendoza.
Fil: Suárez, Néstor Mauricio. Universidad Nacional de Cuyo. Facultad de Ciencias Económicas.

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Дядечко, Алла Миколаївна, Алла Николаевна Дядечко, Alla Mykolaivna Diadechko y G. Shaban. "Customer relationship management (crm) strategy". Thesis, Вид-во СумДУ, 2009. http://essuir.sumdu.edu.ua/handle/123456789/16796.

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Simmons, Robert Lee. "The Relationship Between Customer Relationship Management Usage, Customer Satisfaction, and Revenue". ScholarWorks, 2015. https://scholarworks.waldenu.edu/dissertations/1451.

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Given that analysts expect companies to invest $22 billion in Customer Relationship Management (CRM) systems by 2017, it is critical that leaders understand the impact of CRM on their bottom line. The purpose of this correlational study was to investigate potential relationships between the independent variables of customer satisfaction and CRM utilization on the dependent variable of business revenue. The service-profit chain formed the theoretical framework for this study. The study population included 203 service branches for an industrial equipment manufacturer in North America. The service director for the subject organization provided the data for the study via data extracts from the company's corporate database. Some branches were eliminated, leaving a total sample size of 178. The results of a multiple linear regression analysis showed that the proposed model could significantly predict branch revenue F (2,175) = 37.321, p < .001, R2 = .298. Both CRM use and customer satisfaction were statistically significant, with CRM use (beta = .488, p < .001) showing a higher contribution than customer satisfaction (beta = -.152, p = .021). This study provides evidence to business executives that CRM use has a strong positive influence on revenue. Additionally, this study supports the findings of other studies that show a point of diminishing returns in improved customer satisfaction. This study contributes to positive social change by allowing firms to make better decisions with their investment dollars and by increasing CRM utilization through cause-related marketing.

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Zablah, Alex Ricardo. "A Communication Based Perspective on Customer Relationship Management (CRM) Success". Digital Archive @ GSU, 2006. http://digitalarchive.gsu.edu/marketing_diss/11.

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Although little empirical evidence exists to support this contention, the extant literature suggests that firms can potentially achieve two types of benefits from developing a CRM orientation: (1) increased efficiency in the allocation of resources destined for relationship building and maintenance activities, and (2) enhanced exchange relationship outcomes through the provision of superior customer value (Zablah, Bellenger, and Johnston 2004). This effort focused on the latter of these purported benefits and sought to answer the following two fundamental questions: (1) does a CRM orientation influence the outcome of customer-provider relationships and, if so, how; and (2) does CRM technology have an effect on the relative success of CRM initiatives? In an attempt to address these questions, a conceptual model of "CRM success" was advanced and tested utilizing data from, both, customers and their providers. The conceptual model, which is based on interactive communications theory, posits that a CRM orientation has a positive effect on the quality of the product, service and planned interaction messages providers convey to their customers. The model also suggests that the quality of these messages directly influences customer-perceived relationship value which, in turn, drives other relationship attitudes, perceptions and, ultimately, customers’ behavioral intentions. Finally, the model proposes a moderating role for CRM technology: the association between CRM orientation and message quality is expected to increase (decrease) as the assimilation of CRM technology within firms increases (decreases). The model was tested utilizing (multi-level) SEM techniques. The results provide partial support for the proposed model and suggest the following: 1. As firms’ level of CRM orientation increases, customer-perceived message quality decreases. This inverse relationship between CRM orientation and message quality does not hold true across accounts of different sizes. For large accounts, message quality tends to increase as firms’ level of CRM orientation increases while the opposite holds true for small and medium-sized accounts. 2. The relationship between CRM orientation and message quality is not contingent upon the extent to which firms have assimilated CRM technology. Rather, firms’ level of CRM technology assimilation appears to exert a direct effect upon message quality. 3. Customer-perceived relationship value (CPRV) mediates the effect that product, planned and service messages exert upon customers’ relationship attitudes, perceptions and, ultimately, behavioral intentions.

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Lönnevik, Helena y Fiorella Piedra. "Luxury Customer Relationship Management : Customer loyalty through a luxury perspective". Thesis, Linköpings universitet, Institutionen för ekonomisk och industriell utveckling, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-72857.

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Bakgrund och problemdiskussion: Lyxvarumärkesföretag har börjat undersöka implementering av en strategi som erbjuder livslångt kundvärde. De har även visat intresse som tyder på att de vill tillämpa CRM-policys men är osäkra till hur stor del den går att tillämpa inom lyxindustrin. Vi har med inspiration från artikeln ”Is CRM for Luxury brands?” Cailleux, Mignot & Kapferer (2009) konstaterat att det existerar ett problem med den traditionella CRM som inte förstår ”luxury management” och de exakta implikationerna. Då begreppet CRM anses vara otillräcklig samt bristande vid tillämpning på lyxvarumärken anser vi att CRM inte är en optimal affärsstrategi för den sortens företag. Syfte: Vårt syfte med studien är att förstärka och komplettera CRM ur ett lyxperspektiv. Ambitionen är att utveckla existerande teori samt skapa en modell som är anpassad för lyxvarumärkesföretag. Vidare vill vi även tydliggöra de skillnader som existerar mellan klassisk CRM och LCRM. Metod: Uppsatsen har en teoretisk utgångspunkt och behandlas ur en kvalitativ metod tillsammans med respondenter från fallföretaget som besitter gedigen erfarenhet och ansvarspositioner inom lyxindustrin. Slutsats: CRM är inte en tillräcklig strategi att applicera mot lyxvarumärkesföretag då den inte är justerad för att tillgodose lyxvarumärkesföretagens plattform. Den utvecklade teorin LCRM har testats genom en empirisk studie och verifierats till att vara en lämplig strategi för lyxvarumärkesföretag. Genom en tillämpning av LCRM kan lyxvarumärkesföretag nå en ökad kundlojalitet ur ett långsiktigt perspektiv.
Background and problem discussion: Luxury brands have begun to explore the benefits of an approach to create lifelong customer value. They have also shown interest in implementing CRM policies but are unsure how suitable it is for their market. The article “Is CRM for luxury brands?” Cailleux, Mignot & Kapferer (2009) has been used as an inspiration in this study as the article has found that the existing traditional CRM does not understand "luxury management" and the precise implications, i.e., how luxury brands want to expand while maintaining their prestige. Since the concept of CRM is considered to be insufficient and inadequate for the purposes of luxury brands, we believe that CRM is not an optimal business strategy for the type of business. Purpose: The purpose with this study is to enhance and supplement the strategy CRM to meet the luxury industry needs. The ambition is to develop existing theory and create a model that is suitable for luxury brands. Further, the purpose is to clarify the differences between CRM and LCRM. Method: The paper is theoretically based with a qualitative approach with respondents in leader positions and extensive experience within the luxury industry. Conclusion: CRM is an insufficient strategy to apply for businesses within the luxury industry because it does not understand the platform of a luxury brand. The developed theory LCRM has been tested through an empiric study and has been verified as a suitable strategy to apply for luxury brands. Through an implementation of LCRM luxury brands can achieve a higher customer loyalty in the long run.

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Salman, Kanbar Ahmad. "Handelsbankens användande av CRM -Är det lönsamt?" Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-14998.

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Frågeställning: På vilket sätt används CRM av Handelsbanken och hur påverkar det bankens lönsamhet? Syfte: Syftet med detta arbete är att kunna öka kunskapen om hur Handelsbanken tillämpar CRM och för att undersöka om användandet av CRM i bankens verksamhet är lönsamt eller inte. Metod: För att svara på studiens syfte blev en intervju utförd med Handelsbanken. Ännu en anledning till varför en intervju gjordes var på grund av att det var nödvändigt för att få det primärdata som behövdes och för att förstå hur banken använder sig utav CRM. Information blev även hämtat från olika källor såsom litteratur, internet och databaser. Slutsats: Slutsatsen med detta arbete är att Handelsbanken har gynnats av att använda sig utav CRM och att fördelarna är fler än nackdelarna då det inte finns några nackdelar med Handelsbankens användande av CRM. CRM skapar alltså lönsamhet och är något som banken bör fortsätta använda sig utav i framtiden då det gynnar företaget positivt.
Research question: In which way does Handelsbanken use CRM and how does it affect their profitability? Purpose: The purpose of this study is to increase the knowledge of how Handelsbanken implements CRM and to examine if the implementation of CRM is profitable or not. Method: An interview with Handelsbanken was performed in order to answer the purpose of the study. Another reason why an interview was performed was because it was necessary to obtain primary data and to understand how the bank uses CRM. Information was also obtained by searching through different sources such as literature, internet, and databases. Conclusion: The conclusion of this study is that the use of CRM has been in favor for Handelsbanken. The bank has obtained more advantages than disadvantages using CRM because the bank has not experienced any disadvantages at all. The conclusion is therefore that CRM creates profitability and it is something that Handelsbanken should continue to use because it affects the company in a positive way.

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Nguyen, Bang Xuan. "Customer relationship management (CRM) and perceptions of unfairness". Thesis, Oxford Brookes University, 2009. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.532052.

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This study concerns the role of CRM in enhancing and maintaining fairness in relationships between a firm and its customers. This study has two aims. The first main aim of this research is to understand how customers form perceptions of unfairness of CRM by investigating the influence of CRM offerings on the advantaged and disadvantaged customers in the retailing sector. The second aim is to develop a comprehensive model of perceptions of unfairness in a CRM context and to empirically test the relationships between CRM offerings, relationship stage, inequality comparisons, negative inferences and unfairness feelings. Data collection was conducted in 3 phases using a mixed method approach, including an exploratory-, pilot-, and main study. Several modes of interviews were conducted, including face-to-face, telephone interview and email enquiries. The survey for the main study generated a response rate of 13.75%. The findings from the mam study provided insights for both academics and practitioners. It was found that CRM offerings can be effective in managing perceptions of unfairness. Efforts should be emphasised in preventing inequality comparisons by altering negative inferences into positive inferences. This study further provided significant insight into the implications for marketers in understanding the differential effectiveness of a firm's CRM offerings on the advantaged- (favoured) and disadvantaged (unfavoured) customers. Service and communication concern the advantaged customer more strongly, whilst price issues concern the disadvantaged customer more strongly. Customization and reputation did not exert a statistically significant influence on the two groups and their feelings of unfairness. This study starkly reveals the importance of understanding the role of unfairness in customer relationship management. It allows managers to develop a better grouping of their customers; to identify the group which needs more attention; and, to deploy appropriate action In order to retain those customers and to maintain customer loyalty

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Martins, Diana Tavares Grazina. "Factors that influence the success of customer relationship management adoption". Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/5898.

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Mestrado em Ciências Empresariais
The global market is constantly evolving which means companies need to continuously innovate their businesses and understand new ways to keep in touch with their customers. One way to do it is by resorting to Information Technologies (IT) such as Customer Relationship Management (CRM). This kind of information system allows companies to gather data from their customers and transform it into information they can use to better achieve any expectations their clients may have while engaging in closer relationships with them. However, not all companies can successfully adopt or implement a CRM system, and because of that, they may lose their investments or worse, their customers. The purpose of this research is to find an answer to the question – What factors can help companies adopt a successful CRM system? To answer it, it is necessary to understand what aspects marketing and information systems (IS) professionals think as essential to successfully adopt the system. To accomplish this, we build two instruments based on a previous work (Pedron, 2009) in which a set of fundamental objectives (23) and a set of means objectives (49) were identified as influencing factors of a successful CRM system adoption. Using a sample of about 200 professionals we applied Churchill’s (1979) recommendations regarding the item’s purification. All data gathered was analysed through exploratory factor analysis and, consequently, an output resulted with all the factors perceived as important by the professionals that can indeed help with the adoption of a CRM system. Although there are several studies about CRM adoption they are mainly exploratory. Indeed, no measures of CRM adoption success have been previously proposed. This study tries to fulfil this gap in the literature by proposing and validating two instruments for assessing the CRM adoption success.
O mercado mundial está em constante evolução, o que significa que as empresas necessitam de continuamente inovar os seus negócios e passar a entender novas formas para se manter em contato com os seus clientes. Uma forma de o fazer é através do recurso às Tecnologias de Informação (TI), como é o caso do Customer Relationship Management (CRM). Este tipo de sistema de informação permite que as empresas recolham dados dos seus clientes e transformem-nos em informação que poderão usar para conseguir atingir da melhor forma as suas expectativas, ao mesmo tempo que se tentam relacionar de forma mais estreita com estes. No entanto, nem todas as empresas conseguem adotar ou implementar um sistema de CRM com sucesso, e por isso, arriscam-se a perder investimentos ou pior, clientes. O objetivo deste trabalho é o de encontrar uma resposta para a pergunta - Quais os fatores que podem ajudar as empresas a adotar um sistema de CRM de sucesso? Para responder a essa questão, é necessário entender quais os aspetos que tanto profissionais de marketing como de sistemas de informação (SI) têm como essencial para adotar com sucesso o sistema. Para tal, vamos construir dois instrumentos com base num trabalho anterior (Pedron, 2009), no qual um conjunto de fundamental objectives (23) e um conjunto de mean objectives (49) foram identificados como fatores influenciadores para uma correta adoção do sistema CRM. Através de uma amostra de cerca de 200 profissionais utilizámos as recomendações de Churchill (1979) sobre a purificação de itens. Todos os dados recolhidos foram analisados por meio da análise fatorial exploratória, do qual resultou um output composto por todos os fatores percebidos como importantes pelos profissionais que podem realmente ajudar na adoção de um sistema de CRM. Embora haja vários estudos sobre a adoção de CRM estes são principalmente exploratórios. Ainda nenhuma forma de medição de sucesso da adoção do CRM foi até então proposta. Este estudo tenta preencher essa lacuna na literatura, propondo e validando dois instrumentos para avaliar o sucesso da adoção do CRM.

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Simões, Ana Elizabeth. "Gestão de relacionamento com base no CRM - Customer Relationship Management". Florianópolis, SC, 2002. http://repositorio.ufsc.br/xmlui/handle/123456789/82564.

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Dissertação (mestrado) - Universidade Federal de Santa Catarina, Centro Tecnológico. Programa de Pós-Graduação em Engenharia de Produção.
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Este estudo visa conhecer as possíveis utilizações do CRM-Customer Relation ship Management - na empresa Datasul - em Joinville (SC). Esta empresa domina hoje o mercado denominado "middle market", com as mais diversas ferramentas de apoio a operações tanto no back office quanto no front office. Propõe também analisar o modo como a Datasul efetivamente se orienta ao cliente, gerenciando seu ciclo de vida, e até onde está comprometida com este gerenciamento na tecnologia e no processo com clientes potenciais. Além disso, visa verificar o comprometimento desta empresa com clientes e parceiros de negócios por meio do Marketing de Relacionamento e em que nível de estágio encontra-se atualmente este gerenciamento de acordo com a capacidade de organização da Datasul.

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Esteves, Paulo Sérgio Filipe Mena. "Social CRM adoption in a higher education institution". Master's thesis, Instituto Superior de Economia e Gestão, 2012. http://hdl.handle.net/10400.5/10395.

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Mestrado em Gestão de Sistemas de Informação
Neste estudo foi adoptada a definição proposta por Choy, et al. (2003) e Shaw (1999) onde o Customer Relationship Management é definido como o processo pelo qual uma empresa envereda por uma estratégia de procura de maximização da informação sobre os seus clientes num esforço para aumentar a sua lealdade e pronlogar a relação comercial. A Web 2.0 é o termo geralmente usado para descrever a chamada segunda geração da World Wide Web e está intimamente relacionado com o fenómeno da interacção e partilha de informação online (Barsky & Purdon, 2006). Com a evolução das tecnologias e da Web 2.0 começaram a haver mudanças no comportamento dos consumidores e na sua adopção a estas novas tecnologias tais como redes sociais, foruns, wikis, blogs, entre outros, tendo a Internet como base. Isto é importante, pois permite ás empresas juntar os seus dados sociais, ás informações já existentes nos seus sistemas de CRM, a isto chama-se CRM Social. Define-se como uma filosofia e uma estratégia de negócio, suportada por uma plataforma tecnológica, regras de negócio e caracteristicas sociais, desenhada de forma a empreender conversas colaborativas com os seus clientes (Greenberg, 2010). Neste estudo discute-se a adopção de uma instituição de ensino superior ao CRM Social. Para desenvolver este estudo foi efectuado um método de case study para perceber quais os grandes objectivos inerentes à sua adopção, e se estão de acordo com o estudado por (Greenberg, 2010).
In this study, we adopted the definition proposed by Choy, et al (2003) and Shaw (1999) where Customer Relationship Management is defined has the process which a company decides to invest in a strategy to maximize the information search about their customers in order to increase customer loyalty and to prolong their commercial relationship. Web 2.0 is the term generally used to describe the second generation from the World Wide Web and it is related to the phenomenon of interacting and sharing information online (Barsky & Purdon, 2006). With the evolution of technologies and the Web 2.0, there were changes in customer behavior and people?s adoption to these new technologies, such as social networks, forums, wikis, blogs and others having the internet as its base. This is important for companies to understand in order to add their social information to their CRM information, this is called Social CRM. It is defined as a philosophy and a business strategy, supported by technology platform, business rules, processes and social characteristics, designed to engage customers in collaborative conversations (Greenberg, 2010). This study discusses the adoption of a higher education institution to Social CRM. To develop this study, a case study method was adopted to investigate what were the main objectives behind this adoption and if they are aligned with the definitions studied by (Greenberg, 2010).

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Lundgren, Emilie y Yamila Mingo. "Faktorer som påverkar kunders relation till ICA". Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-21962.

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Li, Ke. "Customer Relationship Management: from Conversion to Churn to Winback". Diss., Temple University Libraries, 2013. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/221333.

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Business Administration/Marketing
Ph.D.
With the grant of a big CRM dataset from a large media company, this dissertation examines four different categories of factors that could impact three stages of customer relationship management, namely customer acquisition, retention, and winback of lost customers. Specifically, with the aid of machine learning method of random forests and text mining technique, this study identify among the factors of customer heterogeneity (e.g. in usage of self-care service channels, duration of service, responsiveness to marketing actions), firm's marketing initiatives (e.g. the volume of the marketing communications, the depth of the promotion, the different communication channels they use, and the marketing penetration in different geographical areas), customer self-reported deactivation reasons, as well as the call centers notes in text form, which factors play bigger roles than others during each of the three stages of CRM. Furthermore, the authors also examine how these factors evolve throughout these three stages of CRM in terms of their effects on shaping customers' decision making of whether to convert to paid customer, to churn, or to reactivate their service with the company. The findings help managers better allocate their resources in the processes of acquiring, retaining and winning back customers.
Temple University--Theses

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Domingos, Gonçalo Henrique Correia Nabais. "Mobilidade como base da estratégia de CRM". Master's thesis, Instituto Superior de Economia e Gestão, 2010. http://hdl.handle.net/10400.5/2873.

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Mestrado em Ciências Empresariais
Actualmente, podemos dizer que vivemos na era tecnológica, todos os dias sai para o mercado um novo gadget que poderá ser útil ou não às empresas. Estas tentam a todo o custo reforçar o seu relacionamento com o cliente, porque sabem que este é o seu bem mais precioso. Percebemos então a importância de ter uma ferramenta para gerir o relacionamento com o cliente, a solução é o Customer Relationship Management, mas nos dias que correm estão sempre a surgir melhoramentos e novas ferramentas que se adaptem cada vez mais às necessidades tanto das empresas como dos clientes, é nesta altura que sobressaiu o Mobile CRM, uma possibilidade de elevar o relacionamento com os clientes a um novo nível. Para se aprofundar o estudo relativo a esta ferramenta móvel, foi-se analisar um caso específico no território nacional e a empresa escolhida a Global Knowledge Management, SA, o estudo de caso foi a metodologia escolhida. O investigador procurou também a resposta a três questões de investigação através da observação da empresa e entrevistas a colaboradores. Durante todo o estudo apercebemo-nos que a introdução de uma nova tecnologia numa organização por vezes não é fácil, um processo de mudança tem as suas dificuldades mas estas têm que ter superadas como um todo por toda a organização.
Nowadays we can say that we live in the technological age, every day goes to market a new gadget that might be useful or not to the businesses. They try at all costs strengthen their customer relationships because they know that is their most precious asset. We realized the importance of having a tool to manage customer relationships, the solution is the Customer Relationship Management, but in these days are constantly emerging new tools and improvements to suit growing needs of both enterprises customers, that's when stood the Mobile CRM, raising the possibility of a customer relationship to a new level. To further study on this mobile tool, we had to analyze a specific case in the national territory and the company selected Global Knowledge Management, SA, the methodology selected was the case study approach. The researcher also wanted to answer three questions, through observation and interviews with company employees. Throughout the study we realized that the introduction of new technology in an organization isn´t always easy, changing sometime can be difficult, but the organization have to overcome the problems as a group.

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Gregório, Tânia Isabel da Costa. "Customer Relationship Management (CRM) em agências de recrutamento a nível europeu". Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/11070.

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Mestrado em Marketing
As empresas estão cada vez mais centradas no cliente e em novas formas de os abordar individualmente. As tecnologias mobile e da Web 2.0 têm permitido às empresas desenvolver-se neste campo e aproximar-se dos clientes. A presente investigação foca-se na forma como os sistemas de Customer Relationship Management (CRM) são utilizados pelas empresas de recrutamento a nível Europeu por forma a ajudar os candidatos a encontrar emprego de forma personalizada. Para melhor compreender a utilização destes sistemas de CRM, a metodologia utilizada para este estudo exploratório foi a quantitativa com recurso à técnica de amostragem não probabilística, baseada em julgamento. No total foram estudadas 35 agências de recrutamento. Os resultados obtidos demonstraram que a utilização de software por parte das agências de recrutamento é bastante notória. Neste estudo foi ainda possível perceber que o CRM 2.0 está presente na grande maioria das empresas em estudo, que não descuram o envio de ofertas de emprego personalizadas para os candidatos via e-mail, assim como a utilização das redes sociais como forma de contacto e de divulgação de ofertas de emprego. Quanto ao mobile CRM, existe ainda muito por explorar neste canal, uma vez que as agências focam os seus recursos na Web 2.0, deixando de parte o grande potencial deste canal.
On a daily basis, companies are growing more focused on the costumer and in new ways to approach them individually. Mobile technologies and Web 2.0 have been pushing companies to evolve in this matter and helping them to approach costumers. The present research is focused on the way Costumer Relationship Management (CRM) systems are used, on an european level, by recruiting companies to assist candidates in finding an adequate job. For better understanding this CRM systems, the methodology used in the exploratory study was quantitative, resorting to a non-prababilistic sampling technic, based on judgement. In total, 35 recruiting agencies were studied. Obtained results showed that the use of software in recruiting agencies is quite common. In this study, it was also possible to verify that CRM 2.0 is present in the vast majority of the studied companies, who do not neglect sending customized job offers via email to their candidates as well as using social networks as communication and job offers divulgation tools. When it comes to mobile CRM, there's still much to be explored in this channel, as agencies focus their resources in Web 2.0, leaving this channel's great potential unused.

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Hansson, Per y Anton Persson. "Transitioning to a new Customer Relationship Management System: Challenges and Recommendations". Thesis, Malmö högskola, Fakulteten för teknik och samhälle (TS), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-20754.

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Abstrakt (Svenska) - Vikten av att ha effektiv hantering av kundrelationer (CRM) inom företag väger mycket, för att på ett lyckat sätt öka förståelsen och samarbeten med kunder. Företag ändrar eller uppdaterar sina CRM system för att kunna öka arbetseffektiviteten. Kunder och marknad utvecklas ständigt, och för att kunna följa upp med större datamängder och ökad konkurrens bör företag använda sig utav effektiva sätt att arbeta på, när det gäller hjälp med att göra data mer tillgängligt. Om företag inte framgångsrikt integrerar sina CRM system kan de halka efter och försämras. Ett byte gällande CRM är oftast bestämt av ledning och ifrågasatt av de faktiska användarna. Mottagarna av förändringen upplever ofta osäkerhet och tvivel. I denna avhandling beskriver vi hur vår forskning kring CRM processer, CRM system och intressenterna i fallföretaget, leder till att hitta utmaningar och behov. Vårt främsta bidrag är vår analys av rekommendationer baserade på våra resultat, som kan användas som underlag för att skapa en kravspecifikation av fallföretaget. Med de empiriska uppgifter som samlas in i vår avhandling strävar vi efter att hjälpa fallföretaget och andra organisationer i deras process att implementera ett nytt CRM system.
Abstract (English) - Efficient Customer Relationship Management (CRM) is critical for successful understanding and collaboration with Customers. Companies frequently change or update their CRM systems in order to increase their work effectiveness. Customers and markets are always evolving and in order to keep up with increasing amounts of data and competition, companies should use efficient ways of working, regarding assistance in making data more accessible. If companies do not successfully integrate their CRM systems they risk falling behind other possible competitors and deteriorate. Change is often approved by those who are commanding it and questioned by those who receive it. The recipients of the change often experience uncertainty and hesitation. In this thesis, we describe how our research of CRM process, CRM systems and the stakeholders within the case company lead to finding challenges and needs. Our main contribution is the analysis of recommendations based on our findings, which can be used as a basis for creating a requirement specification in the context of integrating a new CRM system. With the empirical data collected in our thesis, and with the literature that we reviewed, we aim to assist the case company and other organizations in their process of implementing a new CRM system.

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Serar, Asia y 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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Song, Yan y 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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Broman, Johanna y Patricia Lundin. "CRM systems management and use : From retail stores perspective". Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-17125.

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The purpose of this thesis is to explore how stores in the retail sector and in business to consumers´ relations, are engaged in the CRM systems use and management. The purpose is also to see if the information that is gathered by the headquarters is transferred down to the stores. The research follows a realistic philosophy combined with an abductive approach and a qualitative method. The choice of design to this research was an exploratory research combined with a case study strategy over a cross-sectional time horizon. The data was collected through semi-structured interviews with managers in the six different retail stores. The findings from this thesis showed various results when it came to the use of the CRM system and the amount of information that the stores got access to from the headquarter/partner. None of the stores managed their CRM systems themselves, it was only managed by the headquarters or partners of the retail chains. The amount of information that was transferred down from the headquarters or partners, affected how much the stores used the CRM system. The stores that got much information had more knowledge about the CRM system and used it a lot more than stores that got less information. The limitations that can be found in this thesis is that it is only a small amount of stores within the retail market that has been examined, this might give a misleading result for the rest of the retail market and the global market as whole.

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Lam, Hoang Chau y Qiuyun Li. "Does electronic customer relationship management affect customer satisfaction and trust?" Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-24655.

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Aim: This paper aims to explore and to understand how the E-CRM affects customer satisfaction and trust from customer perspectives in electronic commerce. Method: The research is an exploratory and qualitative study. A multiple case study involving 3 Swedish companies with 12 face-to-face interviews in Gävle, Sweden, was chosen to collect the empirical data for this study. Data were coded by hands and structured in the form of tables in accordance with 7 codes categorized in 2 themes. Coded data were interpreted to investigate the research questions by using the inductive method. Result & Conclusions: This study found that live chat and e-service quality in E-CRM directly affect how satisfied a customer feel with a company in e-commerce, thus affecting trust as well. However, the findings also showed that not all customers could perceive all the effects of E-CRM on their satisfaction and trust. Suggestions for future research: Other features such as electronic word-of-mouth, internet branding or internet prices are suggested for the future research to have an in-depth understanding of E-CRM effects. Future studies may combine data from both company and customers to increase the validity and reliability. Furthermore, the population of samples could be collected in others cities or countries than in Gävle, Sweden to generalize the result more. The contribution of the thesis: This study contributes knowledge about E-CRM effects in Swedish e-commerce. Some differences related to existing theories were found in this research such as the effects of gender on trust or effects of prices on relationship building. Understanding the customer perspectives on E-CRM effects enables companies to have a proper E-CRM implementation and training for their organization and employees.

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Lundgren, Andreas y Erik Lindström. "Customer Relationship Managements fallgropar : En studie för att uppmärksamma kritiska delar och misstag vid införandet och det kontinuerliga arbetet med Customer Relationship Management". Thesis, Uppsala universitet, Institutionen för informatik och media, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-297237.

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Customer Relationship Management blir ett allt vanligare verktyg för att hantera kundvård för företag, det används främst för att hantera kundrelationer och lagra kundinformation. Customer Relationship Management, eller CRM, bygger på en affärsfilosofi som bör genomsyra hela organisationen. Denna filosofi blir en strategi för att hjälpa företag hantera sina nuvarande och kommande kunder. CRM uppkom först på 90-talet då förståelsen för kundvård startade i kombination med automatisering av försäljningsprocesser och analysering av kunddata. Idag är CRM också ett informationssystem som stödjer organisationens kundvårdsstrategi och som möjliggör dagens arbete med CRM. Det blir en knutpunkt i många organisationer och får en central roll för det dagliga arbetet. Men, precis som med alla informationssystem så kan även CRM bli felande. Studien kommer därför att presenter vilka delar av införandeprocessen som är kritiska och även presentera vilka misstag som bör undvikas vid införandet och det kontinuerliga arbetet med CRM. Studien är av kvalitativ karaktär och bygger på intervjuer från företag som arbetar med CRM, studien är fallstudie inspirerad.
Customer Relationship Management is an increasingly common tool to manage customer care for companies, it is mainly used to manage customer relationships and store customer information. Customer Relationship Management or CRM is based on a business philosophy that should permeate the entire organization. This philosophy is a strategy to help companies manage their current and future customers. CRM came in the 90s, when the understanding of the customer- care started in combination with the automation of sales processes and analyzing customer data. Today, CRM is also an information system that supports the organization's customer care strategy which enables them to work with CRM. It becomes a hub for many organizations and has a central role in the daily work. But, just like any information system it may also fail. The study will therefore present which parts of the implementation that is critical. The study will also present which mistakes to avoid during the implementation and the continuous work with CRM. This study is qualitative in nature and based on interviews of companies that work with CRM, the study is case study inspired.

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Steyn, Helena. "A socio-technical approach to customer relationship management (CRM) systems". Thesis, Stellenbosch : Stellenbosch University, 2004. http://hdl.handle.net/10019.1/49853.

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Thesis (MBA)--Stellenbosch University, 2004.
ENGLISH ABSTRACT: The networked economy has resulted in the customer having an unprecedented choice and control over how he/she chooses to do business and with whom. In addition, the ever-increasing commoditisation of products and services has forced businesses to re-evaluate their sources of sustainable competitive advantage. The ability to differentiate an organisation from others has therefore become a major business advantage. Customer Relationship Management (CRM) is considered the most significant and only remaining differentiator. Given this importance, it is of concern that high failure rates of up to 70% have been recorded with regard to CRM systems implementations. Findings from literature confirm that lack of or insufficient attention to both technical and social aspects contribute to failed implementations. A hypothesis has therefore been formulated that a lack of and/or insufficient attention to a socio-technical approach to CRM-systems is a major contributor to the high failure rate of implemented CRM-systems. The hypothesis was tested based on identifying the social and technical aspects from literature that must be addressed to ensure successful implementation and was utilised as a basis for conducting empirical research to ascertain to what extent these aspects have contributed (or not) to successful implementations. The empirical research entailed circulation of a questionnaire to organisations that have already implemented CRM systems for B2C purposes and are wholly situated in the Western Cape or have a head office in the Western Cape. Due to the limited responses received, it must be noted that the research results are not necessarily representative of the sample in general or the population as a whole. The research did however indicate some important trends. CRM systems have only been implemented in a relatively small number of organisations and are particularly prevalent in industries such as Life Insurance, Financial Services and Retail. This is considered to be directly linked to the cost and complexity of implementing these systems. Based on the responses received, it can be concluded that the nine organisations that responded generally followed a socio· technical approach to their CRM systems implementations and in most instances respondents rated their implementations fully successful. This is contrary to the high failure rates described in literature and CQuid in part be due to the fact that organisations with failed implementations may have opted not to complete questionnaires in this regard. Inconsistencies between the recorded successful implementations relating to, inter alia, certain aspects being addressed by some and not by others or being addressed during as opposed to prior to implementation warrant further research to establish the interrelatedness of the various aspects with one another and the extent to which certain aspects may carry more weight than others in ensuring success. It is recommended that further research be done regarding a socio-technical approach to CRM-systems implementation with a view to obtaining a representative sample and conclusive evidence as to whether this approach does contribute to success or not within South Africa. The research should also focus on the impact that addressing the various social and technical issues during implementation, as opposed to prior to implementation, has on the success of the implementation. This exploratory research can be utilised as a basis for further in-depth research regarding the impact of various social and technical issues on successful implementations. In addition it can be utilised as a guideline or roadmap for implementation by organisations intending to implement CRM-systems or to assist organisations in addressing problems occurring as a result of fa iled CRM systems implementation.
AFRIKAANSE OPSOMMING: Die netwerk ekonomie het tot gevolg dat die klient 'n ongeewenaarde keuse en beheer het oor hoe en met wie hy/sy besigheid wil doen. Daarbenewens word besighede gedwing om, as gevolg van die toenemende gebruikersgerief van produkte en dienste, hulle bronne van volhoubare kompeterende voordeel te herevalueer. Die vermoe om 'n organisasie van 'n ander te kan onderskei het dus 'n belangrike besigheidsvoordeel geword. Klienteverhoudingsbestuur (CRM) word beskou as die belangrikste en enigste oorblywende onderskeidingsfaktor. Gegewe die belangrikheid daarvan is dit kommerwekkend dat hoë mislukkingssyfers van tot 70% aangeteken is met betrekking tot CRM stelsel implementerings. Bevindings uit die literatuur bevestig dat gebrek aan/of onvoldoende aandag aan beide tegniese en sosiale faktore bygedra het tot mislukte implementerings. 'n Hipotese is dus geformuleer dat 'n gebrek aan/of onvoldoende aandag aan 'n sosiotegniese benadering tot CRM-stelsels 'n belangrike bydraende faktor is tot die hoë mislukkingssyfer van CRM stelsel implementerings. Hierdie hipotese is getoets deur die sosiale en tegniese aspekte uit die literatuur te identifiseer wat aangespreek moet word om suksesvolle implementering te verseker en dit is as basis gebruik vir die empiriese navorsing ten einde vas te stel tot watter mate hierdie aspekte bygedra het (of nie) tot suksesvolle implementering. Die empiriese navorsing het die uitstuur van 'n vraelys behels na organisasies wat reeds CRM stelsels geimplementeer het vir besigheid tot klient (B2C) doeleindes en wat in die Wes-Kaap gevestig is of 'n hoofkantoor in die Wes-Kaap het. In die lig van die beperkte terugvoering , moet daarop gelet word dat die navorsingsresultate nie noodwendig as verteenwoordigend van die steekproef of die populasie as geheel beskou kan word nie. Die navorsing het egter 'n paar belangrike tendense uitgewys. CRM stelsels is slegs in 'n relatiewe klein aantal organisasies geimplementeer en spesifiek in industriee soos Finansiele Dienste, Lewensversekering en Kleinhandel. Dit wil blyk dat dit direk gekoppel is aan die koste en kompleksiteit verbonde aan CRM stelsel implementerings. Gegrond op die terugvoering wat ontvang is, kan afgelei word dat die nege organisasies wat gereageer het in die algemeen 'n sosio-tegniese benadering tot CRM stelsel implementerings gevolg het. In die meeste gevalle het respondente hulle implementerings as ten volle suksesvol beoordeel. Dit is in teens telling met die hoe mislukkingssyfer wat in die literatuur beskryf word en kan gedeeltelik daaraan toegeskryf word dat organisasies wie se implementerings nie geslaag het nie, moontlik verkies het om nie die vraelys in hierdie verband te voltooi nie. Teenstrydighede tussen aangetekende suksesvolle implementerings met betrekking tot, onder andere, sekere aspekte deur sommige aangespreek en nie deur ander nie en daarmee tesame of dit aangespreek is tydens of voor implementering, regverdig verdere navorsing om die onderlinge verband tussen die onderskeie aspekte te bepaal, asook die mate waartoe sekere aspekte meer gewig dra as ander om sukses te verseker. Dit word aanbeveel dat verdere navorsing ten opsigte van 'n sosio-tegniese benadering gedoen word met die doel om 'n verteenwoordigende monster en onweerlegbare bewys te vind van hierdie benadering se bydrae tot sukses, aldan nie in Suid-Afrika. Die navorsing behoort ook te fokus op die sukses daarvan met betrekking tot die aanspreek van verskeie sosiale en tegniese aangeleenthede tydens implementering teenoor voor implementering. Hierdie verkennende navorsing kan aangewend word as 'n basis vir verdere in-diepte navorsing oor die mate waartoe die onderskeie sosiale en tegniese aangeleenthede bydra tot suksesvolle implementering. Voorts kan dit ook as 'n riglyn dien vir organisasies wat die implementering van CRM stelsels oorweeg en kan van nut wees om probleme wat ontstaan het as gevolg van mislukte CRM stelsel implementerings aan te spreek.

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Pereira, Lídia Maria dos Santos. "CRM na relação com o munícipe: estudo de caso". Master's thesis, Instituto Politécnico de Setúbal. Escola Superior de Ciências Empresariais, 2017. http://hdl.handle.net/10400.26/17775.

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Dissertação apresentada para cumprimento dos requisitos necessários à obtenção do grau de Mestre em Sistemas de Informação Organizacionais
A constante expectativa de satisfação das necessidades dos munícipes enquanto cidadãos locais nas mais variadas vertentes da vida social de um concelho conduz á necessidade de ter uma visão 360º sobre o municipe, conhecer as motivações que o levam ao contacto com a autarquia, qual o grau de satisfação ou insatisfação, quais os seus gostos preferenciais, de forma a proceder à Gestão do Conhecimento do Cliente. O objetivo geral deste estudo de caso é o de encontrar a solução que responda às questões em apreço através da implementação de ferramentas de Customer Relationship Management, que centralizem as informações dos clientes, automatizem interações de Marketing Autárquico para promoção de serviços ao cidadão, forneçam inteligência de negócio e facilitem as comunicações para aumentar a produtividade, integrando ferramentas de multicanal. O Customer Relationship Management rastreia oportunidades de negócio, permite que se faça análise de dados e ajuda a fornecer respostas ao municipe num melhor serviço prestado. A metodologia adotada é o método de investigação, onde se refere a literatura, as soluções adotadas por outros municípios, efetuada análise a propostas de fornecedores, avaliado o enquadramento distrital através do grupo “Setúbal Península Digital” da Associação de Municípios do Distrito de Setúbal, concebidas e aprovadas 2 candidaturas ao Quadro de Referência Estratégico Nacional, analisada documentação do Curso “Gestão Pública na Administração Local”. As principais conclusões centram-se nas vantagens da adoção de uma solução de atendimento ao munícipe com base no Customer Relationship Management, orquestrado com o Biztalk e com o Sharepoint para a integração das bases de dados dos Enterprise Resource Planning em uso no município, integração de um canal de voz com a configuração de um Call Center, integração de um Gateway de Short Message Service, parametrização de uma solução de Helpdesk para utilizadores de Backoffice e de Frontoffice, integração do Email institucional com o Customer Relationship Management e integração de uma plataforma de Serviços Online. A informação constante do Customer Relationship Management, permite caracterizar estatisticamente todas as interações entre a autarquia e os munícipes.
The constant expectation of meeting the needs of citizens as local citizens in various aspects of the social life of a municipality leads to the need to have a vision 360 on the citizens, to know the motivations that lead it to contact with the local authority, the degree of satisfaction or dissatisfaction, which are their preferential tastes in order to proceed to Customer Knowledge Management. The overall objective of this case study is to find the solution that answers the issues at hand through the implementation of Customer Relationship Management tools, which centralize customer information, automate Municipal Marketing interactions to promote citizen services, provide business intelligence and facilitate communications to increase productivity by integrating multichannel tools. Customer Relationship Management tracks business opportunities, allows data analysis, and helps provide responses to the city in better service. The methodology adopted is the method of research, which refers to literature, the solutions adopted by other municipalities analyzed, proposals from vendors evaluated, the district framework through Setúbal Digital Peninsula Association of Municipalities of the District of Setúbal, the applications submitted to the National Strategic Reference Framework, examined documentation of the course "Public Management in Local Government". The main findings focus on the advantages of adopting a citizen customer service solution based on Customer Relationship Management, orchestrated with Biztalk and Sharepoint for the Integration of the Enterprise Resource Planning databases in use in the city, integration of a channel voice with setting up a call center, integration of a Gateway Short Message Service, parameterization of a Helpdesk solution for system users, institutional Email integration with the Customer Relationship Management and integration of Online Services Platform. The information Customer Relationship Management allows statistically characterize all interactions between the Local Authority and Munícipes.

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Lam, Lai Ki. "Adoption of Customer Relationship Management (CRM) in local manufacturing industry /". access full-text access abstract and table of contents, 2005. http://libweb.cityu.edu.hk/cgi-bin/ezdb/thesis.pl?mphil-meem-b19887292a.pdf.

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Thesis (M. Phil.)--City University of Hong Kong, 2005.
"Submitted to Department of Manufacturing Engineering and Engineering Management in partial fulfillment of the requirements for the degree of Master of Philosophy." Includes bibliographical references.

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Buss, Olga y Gabriel Begorgis. "The Impact of Social Media as a Customer Relationship Management Tool : A B2B Perspective". Thesis, Karlstads universitet, Handelshögskolan, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-36382.

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This study explores the association between the Customer Relationship Orientation of a company, their Social Media Use through Social Customer Relationship Management Capabilities, with Customer Relationship Performance in order to determine if Social Media can be used as an effective Customer Relationship Management tool in a business-to-business context. In addition, the research will explain if the company’s expectations conform to the customer’s experience. Four digital managers within Swedish small and medium sized enterprises were interviewed and 34 of their corresponding customers took part in an online survey. The findings indicated due to companies limited Social Customer Relationship Management Capabilities the positive impact on Customer Relationship Performance was not achieved through Social Media Use. Furthermore the online surveys revealed that Social Media is not the most effective Customer Relationship Management tool, nevertheless a weak relationship was found and thus Social Media can be used in addition to the companies’ already established Customer Relationship Management activities. Future research will focus on increasing the sample size, revisiting the study in a few years, and why certain intermediaries were significant.

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Sinisalo, J. (Jaakko). "Mobile customer relationship management:a communication perspective". Doctoral thesis, Oulun yliopisto, 2010. http://urn.fi/urn:isbn:9789514263910.

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Abstract This study examines communication through the mobile medium in customer relationship management (hereafter mCRM). Although the academic research on mCRM is gradually evolving, there is still a lack of empirical research on this topical issue. Therefore, the purpose of this study is to begin to fill this gap by enhancing the theoretical and practical understanding of mCRM. The empirical part of the study is conducted as a qualitative case study. Seven Finnish companies utilizing the mobile medium as a communication channel in CRM were selected for the empirical analysis. Interviews, observations and personal experiences gained within those companies form the main sources of data. The main theoretical contributions of the present study to existing academic literature are as follows. First, the study proposes the conceptualization of the focal phenomenon of the study, mCRM, and further elicits the salient characteristics of it. Second, following the conceptualization, the study focuses on communication as the core of the interaction between the company and the customer via the mobile medium. Accordingly, the study sheds light on the key elements of the communication process within mCRM and its various phases. Third, the study founds a theoretical framework for mCRM; identifying the customer relationship management, mobile commerce and communication literature streams that define mCRM theoretically. Fourth, the study elaborates on the specific role of the mobile medium as a channel within CRM and highlights the ways in which it differs from all other channels within the multichannel CRM environment. Although mCRM communication has an inherent potential to benefit both company and customer, it has been utilized quite cautiously to date. This is rather surprising given that, compared to other channels, the mobile medium has an exceptional ability to reach people. In addition, greater utilization of the mobile medium could save time and money. This is because many face-to-face encounters could easily be replaced by communication through the mobile medium. The study offers guidelines on aspects ranging from the initiation of mCRM to actual communication through mCRM. Hopefully, the findings of this study will encourage managers, regardless of industry, to consider whether their company could provide added-value of any kind through the use of the mobile medium to benefit their customer relationships.

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Johansson, David y Mikael Westin. "CRM-En fallstudie av Nordea Private Banking". Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-23378.

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Title: CRM – A case study of Nordea Private Banking Autors: David Johansson & Mikael Westin Advisor: Ulf Aagerup Level: Bachelor thesis in International marketing, (15 ECTS), Spring 2013. Keywords: CRM, Relationship marketing, Private Banking Question: How does Nordea Private Banking work with CRM to get high customer loyalty? Purpose: Study and to learn how Nordea Private Banking is working to bring in new customers and keep existing customers loyal. We also want to see if Nordea uses additional strategies that goes beyond the theory and what their customer relationship strategy is. Method: The study has a qualitative research method with an inductive approach. Interviews with leading and skilled profiles at Nordea Private Banking has been interviewed to provide answers to our research question. Theoretical framework: The chapter starts with theory about what relationship marketing is and what is driving customer loyalty. Thereafter theory that define CRM and its pros and cons are addressed, and finally the chapter describe the implementation phase. Empirical framework: In the empirical framework we present the qualitative interviews that were done with employees at Nordea Private Banking. Conclusion: The result from this study shows that Nordea Private Banking uses strategies that are common in theory of CRM to gain high customer loyalty and the use of recommendations from satisfied customers is of a much higher significance in Nordea Private Banking’s case than of what the theory is implying. Nordea Private Banking uses a strategy with high focus on the customers and the importance is within relationship marketing and long lasting relations between the adviser and the customer.

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Vikström, Fredrik. "How does Organizational Culture Impact Intention to use Customer Relationship Management Amongst Employees?" Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-60033.

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Purpose: The aim of this thesis is to elaborate on if organisational culture has an impact on the intention to use a CRM system. Methodology: The data was collected by use of an online questionnaire, the questions used were created based on the literature review andmeasured according to a 5 point Likert-scale Conclusion: Organisational culture has no meaningful impact on intention touse CRM. This since each of the culture types produced results which were outside acceptable perimeters. Out of the three aspects of the technology acceptance model,attitude has the biggest impact on intention to use CRM. PEOU and PU were not within acceptable perimeters. Neither PU nor PEOU had a statistical significant impact on attitude, leaving attitude as a sole positive contributor to intentionto use CRM. K

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Marques, Telma Nunes Campos. "Relatório de Estágio na Empresa White Airways, S.A.: A Problemática da Adopção do Customer Relationship Management". Master's thesis, Instituto Superior de Economia e Gestão, 2010. http://hdl.handle.net/10400.5/2090.

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Mestrado em Ciências Empresariais
Perante a actual evolução dos mercados e a constante competitividade entre as organizações, há necessidade de valorizar o relacionamento com os clientes. Os produtos e preços tornam-se cada vez mais semelhantes, pelo que, o que vai distinguir as diversas organizações é o seu relacionamento com os clientes, daí a grande importância do processo de gestão de relacionamentos, CRM - Customer Relationship Management. Neste sentido, o presente relatório refere-se a um trabalho final de mestrado no qual se optou pela realização de um estágio na empresa White Airways, S.A., de forma a poder-se observar e actuar sob a adopção do CRM. Ao nível metodológico recorreu-se ao método Action Research. Nele a investigadora desempenha um papel não só de observadora como também de participante. Assim, a investigadora teve a oportunidade de participar nas reuniões sobre a adopção do CRM na empresa, como também recolher evidências de diversas fontes, como inquéritos e entrevistas aos diversos colaboradores. Ao longo do estudo deduziu-se que a adopção de uma estratégia de CRM é um processo complexo, embora desafiante pelas grandes transformações que suscita quer a nível tecnológico quer organizacional desencadeando desta forma uma forte mudança na rotina dos colaboradores.
Given the current market trends and the constant competition between organizations, there is a need to enhance the relationship with customers. The products and prices become increasingly similar, there for, what will distinguish the various organizations is its relationship with customers, hence the great importance of the relationship management processes, CRM - Customer Relationship Management. In this way, this report refers to a final Masters in which was opted for an internship in the company White Airways, S.A., where the researcher could observe and act on the adoption of CRM. In methodological terms, the Action Research method was used in which the researcher plays a role not only as an observer but as a participant. There for, the researcher had the opportunity to attend meetings on the adoption of CRM in the company, and also gather evidence from various sources such as surveys and interviews with several employees. Throughout the study, was concluded that the adoption of a CRM strategy is a complex process, though challenging for the major changes that give rise to either technological or organizational level, then for, triggering a radical change in the routine of employees.

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Enlund, Sebastian y Daniel Kauppinen. "Hur används CRM i ishockeyklubben VIK Hockey vars organisation definieras som en hybridorganisation : Hur används CRM i en hybridorganisation?" Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-20261.

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Seminariedatum: 2013-05-30 Kurs: Mälardalens Högskola, FÖA300, Kandidatatuppsats i Företagsekonomi, 15hp. Författare: Sebastian Enlund & Daniel Kauppinen, Västerås. Titel: Hur används CRM i ishockeyklubben VIK Hockey vars organisation definieras som en hybridorganisation? Handledare: Angelina Sundström. Nyckelord: CRM, Customer Relationship Management, 7P, hybridorganisation . Syfte: Syftet med denna uppsats är att beskriva användandet av CRM i en hybridorganisation. Detta kommer göras genom att studera VIK Hockeys användande av CRM. Metod: En kvalitativ metod har använts för att erhålla empirisk data som sedan analyserats tillsammans med de teoretiska resonemang som legat till grund för denna uppsats. Studieobjektet i denna uppsats har varit elitishockeyklubben VIK Hockey. Slutsats: Den slutsats som togs fram i uppsatsen är den att elitishockeyklubben VIK Hockey inte använder sig utav CRMs fulla potential, det finns stora möjligheter för organisationen att förbättra sitt användande av CRM.

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Gruber, Jacqueline y 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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De, Rose Andrea. "Progettazione e realizzazione di un Software Customer Relationship Management (CRM)". Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2018. http://amslaurea.unibo.it/17024/.

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Sviluppo di una applicazione web in ambiente ASP.NET MVC collegata ad un database MongoDB per il Customer Relationship Management, in particolare per la gestione delle candidature per le posizioni lavorative dell'azienda forlivese Axot S.R.L. che si occupa di web developement per piccole e grandi aziende in vari settori economici. Tramite il nuovo sistema, i responsabili Human Resources possono analizzare le candidature pervenute dal sito web, organizzare colloqui ed inviare i candati ai clienti. La tesi è strutturata in analisi, progettazione, implementazione, test ed installazione del sistema.

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Belachew, Yohannes, Amanda Hoang y Joseph Kourieh. "Mobile Customer Relationship Management : A study of barriers and facilitators to mCRM adoption". Thesis, Jönköping University, JIBS, Business Informatics, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-795.

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Managing customer relations had become a necessity for companies who want to succeed in today’s customer oriented market. New systems are developed that allow firms to manage and govern their relationships to the customers. These applications are called Customer Relationship Management (CRM) Systems and have become one of the most widely adopted business solution in the private sector. In the mean time, mobile internet and mobile marketing have become two of the most popular subjects mentioned in business literature today.

A new system that combines CRM and mobile technologies has recently been developed: mobile CRM (mCRM). This type of system will allow companies to enhance their way of working with customer relations and enables new ways of offering value to customers. The market size of mCRM systems has grown from a $120 million industry in 2001 to a $1, 7 billion industries in 2005. The combination of the growing trend of customer focus, mobile technologies and mCRM systems will most likely lead to more companies investing in mCRM solutions. Still an interesting question of the reasons behind mCRM adoption remains unanswered. The main focus of this thesis is to find out why companies chose to adopt or not adopt mCRM systems.

Theories about CRM, mCRM and the spreading of technology (The Technology Acceptance Model) have been gathered and examined in order to support the research. After a gained insight of the subject matter, a methodology is discussed explaining research approach. A qualitative approach is used and interviews are conducted in order to find barriers and facilitators to mCRM adoption. Four companies from different industry sectors where interviewed, answering to questions concerning their level of IT adoption, CRM strategy and perception of mCRM.

The research resulted in several reasons for mCRM acceptance and rejection. The primary reason for investing mCRM, or considering investing in mCRM, was found to be the need to reach customers and sales force anytime and anywhere. Also, current IT adoption and IT dependency, as well as industry sector, are found to influence attitude towards mCRM. Factors that are found not to affect mCRM adoption are size of the firm and external pressure from the market. The overall perception of mCRM is positive among the respondents and all believe that the mobility aspect of CRM will become increasingly popular.

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Fernandes, Afonso Granate. "Optimização de campanhas de CRM: caso Santander Totta". Master's thesis, Instituto Superior de Economia e Gestão, 2010. http://hdl.handle.net/10400.5/2231.

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Mestrado em Ciências Empresariais
Quer no mundo académico, quer na realidade empresarial, cada vez mais se ouve falar em CRM (Customer Relationship Management). O termo, por muitos discutido e sujeito a inúmeras definições, pode ser abordado sob diferentes perspectivas. Independentemente disso, compreender como se desenrola na prática, qual o efeito que poderá ter no funcionamento da empresa, na sua relação com os clientes, e como permite optimizar uma campanha, poderá ser importante para os gestores que queiram implementar tal projecto e estejam reticentes em fazê-lo. Esse foi o objectivo do estágio realizado e deste relatório. Consumado no Banco Santander Totta, que faz parte de um grupo de dimensão internacional, considerado uma das maiores instituições financeiras do mundo, o estágio traduziu-se no levantamento de todo o processo de execução de campanhas de CRM e na definição e identificação de optimizações ao nível deste processo. Foram identificados modelos de propensão para geração de populações alvo para campanhas, analisadas as regras de contacto e de prioritização das diferentes acções comerciais, mediu-se o sucesso de algumas campanhas, e foram examinados os vários canais e estratégias de contacto, nomeadamente ao nível da adequação das ofertas ao cliente e ao canal utilizado. Deste modo, foi possível perceber in loco a aplicação real do CRM e o seu impacto positivo transversal a toda a organização, que permite melhorar uma série de factores importantes no processo de criação de valor para o cliente e para a empresa, potenciando os níveis de eficiência, eficácia e rentabilidade global.
Whether in the academic world or in corporate reality, one keeps hearing more and more about CRM (Customer Relationship Management). Prone to many discussion and several definitions, the term can be approached in many perspectives. Despite that, knowing how to put it into practice, what effect it may have in a company's business and in it's relationship with customers, and knowing how it promotes the enhancement of an advertising campaign, can be very important for executives who are reticent about implementing such a project. That is the objective of this traineeship and the report's purpose. The traineeship took place at Santander Totta Bank, which is incorporated in an international group, considered one of the biggest financial institutions in the world. One can summarize it as the CRM campaign execution survey and the definition and identification of enhancements throughout the whole process. The activities consisted of identifying propensity models to generate targets for the campaigns, analysing contact and prioritization rules for the commercial actions, measuring campaign success and examining channels and contact strategies, like the offer assignment to customers and channels. The outcome is an understanding of the real application of CRM and its transversal and positive impact to the organization, which allows the improvement of a series of important issues in the process of customer and company value creation, enhancing efficiency and effectiveness levels, as well as global lucrativeness.

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Lyttle, Brooke Ellen. "The Influence of Customer Relationship Management to Customer Satisfaction and Retention in Propery and Casualty Insurance". Cleveland State University / OhioLINK, 2008. http://rave.ohiolink.edu/etdc/view?acc_num=csu1210797828.

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Pesic, Stefanie y 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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Sölgén, Samuel y Daniel Wiklund. "Customer Relationship Management Strategy in Swedish Football Clubs". Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-6071.

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Aim of the Thesis: To investigate the practice of using a CRM strategy in football clubs by comparing earlier successful and unsuccessful CRM implementations by football clubs and study fan relationship theories in a large Swedish football club, thereby presenting guidelines on how to further develop a CRM strategy in a Swedish football club.

Methodology: A quantitative approach and a qualitative approach have been used, first collecting empirical data on supporter views through a questionnaire further strengthened by gathering empirical data through an interview. The quantitative data has been presented with descriptive statistics and the qualitative data has been analyzed using a realist approach.

Theoretical Perspectives: A literature review has been conducted and resulted in a theoretical framework illustrating the concepts of benefits and risks with CRM, fan relationship marketing, CRM implementation process, CRM systems in football clubs, and supporter loyalty. A research model, “FRM implementation process” has been developed from the theoretical findings.

Empirical Data: The quantitative empirical data has been collected by distributing a questionnaire to supporters of AIK Fotboll. The qualitative empirical data has been collected through interviews with the head of sales and marketing within AIK Fotboll AB.

Conclusion: A CRM strategy can benefit Swedish football clubs in areas such as to better capture customer data, better communication between the club and its supporters and provide customized offers as long as the supporters are informed about the changes in strategy. In order for Swedish football clubs to successfully implement a CRM strategy they need to ensure adequate financing and management commitment since an unsuccessful implementation can be devastating to a Swedish football club’s finances.

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Samusenko, Krystyna, Mariam Malende y Kristi Tootmaa. "Customer Relationship Management: A tool for consumer relationship development : A case study of Swedbank". Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-28541.

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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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Schweitzer, Alessandra. "Pressupostos para o gerenciamento de soluções de CRM (customer relationship management)". Florianópolis, SC, 2004. http://repositorio.ufsc.br/xmlui/handle/123456789/87554.

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Tese (doutorado) - Universidade Federal de Santa Catarina, Centro Tecnológico. Programa de Pós-Graduação em Engenharia de Produção.
Made available in DSpace on 2012-10-21T21:57:02Z (GMT). No. of bitstreams: 1 205206.pdf: 991968 bytes, checksum: 5ba5835c1f7549491bc2b56737905a53 (MD5)
Um dos motivos do alto índice de insucesso das estratégias para a implantação da gerência de relacionamento com o cliente, ou CRM (Customer Relationship Management), é a dificuldade das organizações de avaliar o desempenho e o valor do CRM para o seu negócio. Este trabalho define os pressupostos para o gerenciamento de soluções de CRM e demonstra sua aplicação através de um modelo de gerenciamento. O modelo proposto irá orientar as organizações na definição dos objetivos de gerência e dos recursos a serem gerenciados, bem como na definição das funcionalidades de gerência e dos indicadores necessários para monitorar o desempenho das soluções de CRM. Com a aplicação do modelo, as organizações poderão obter informações para analisar e avaliar o desempenho de suas estratégias para CRM e tomar ações que conduzam a estratégia ao alcance de seus objetivos e a uma melhoria contínua. O modelo proposto é desenvolvido a partir da integração das bases conceituais de dois modelos contemplados na revisão bibliográfica: o TMN (Telecommunication Management Network), para o gerenciamento de redes de telecomunicações, e o Balanced Scorecard (BSC), para a gestão de estratégias de negócio. Definem-se quatro perspectivas de gerenciamento para as soluções de CRM: financeira, de cliente, de processos internos, de aprendizado e de crescimento, conforme proposto pelo BSC. Estas perspectivas foram representadas através de um modelo com arquitetura em camadas, referenciadas no modelo TMN, permitindo uma visão holística e integrada de gerenciamento.

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Simões, António Aurélio Ferreira. "Customer relationship management (CRM) e a integração com sistemas de apoio à decisão". Master's thesis, FEUC, 2013. http://hdl.handle.net/10316/25664.

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Dissertação de mestrado em Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Coelho.
Este estudo com o tema “CUSTOMER RELATIONSHIP MANAGMENT (CRM) E A INTEGRAÇÃO COM SISTEMAS DE APOIO À DECISÃO” surgiu da necessidade de convergência da utilização de um conjunto de ferramentas de marketing que são de extrema importância no contexto das empresas modernas, competitivas e que para obtenção de sucesso os seus departamento de marketing e vendas assumem significativa importância. Com a emergência do novo marketing do século XXI o desafio das empresas no que toca à gestão de relacionamento com os seus clientes represente, por um lado, um enorme desafio e, por outro lado, uma grande oportunidade de se diferenciarem relativamente aos seus concorrentes, ao mesmo tempo que podem surpreender os clientes. Nesse contexto as soluções de CRM podem, quando bem implementadas, ajudar as empresas a explorarem oportunidades existentes e aumentarem os níveis de satisfação dos seus clientes. Um dos objetivos, do presente trabalho, passa por comprovar as mais-valias da implementação de uma solução de CRM no contexto de uma empresa orientada para o mercado com uma forte orientação tecnológica – a InCentea - que ao longo dos seus 25 anos procurou constantemente responder aos desafios do mercado procurando sempre aumentar e melhorar a qualidade do relacionamento com os seus clientes. No decurso deste estudo, aplicado à realidade da InCentea na utilização da solução de CRM, são identificadas algumas limitações. Assim, procura-se apresentar uma solução que passa pela integração com uma ferramenta de Business Intelligence, BI. Por fim, é ainda objetivo deste trabalho apresentar um conjunto de métricas de marketing de significativa importância para a Gestão alicerçar a monitorização do desempenho da empresa, procurando-se identificar as principais métricas de interesse para a área comercial e qual a sua importância. Conclui-se que o CRM é uma ferramenta cuja implementação é de suma importância para a InCentea, sendo que a sua integração com sistemas de BI permite um desbloqueamento do poder da informação existente no CRM nomeadamente na construção de Key Performance Indicators KPIs. O estudo não foi porém conclusivo no que respeita aos KPIs propostos uma vez que no caso da InCentea a conclusão foi que a sua definição V quando não integrada com a estratégia e os objetivos da empresa perde relevância sendo a sua medição pouco útil.

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Al, Dhabbah Muna. "The Seven Public-Government Relationship Typlogies: Apply CRM in United Arab Emirates (UAE) Government". Diss., Virginia Tech, 2017. http://hdl.handle.net/10919/81091.

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In 2010 the United Arab Emirates (UAE) government set out to improve customer service by adopting the Customer Relationship Management (CRM) system that was used mainly in private sector. There was a concern about implementing the one size fits all CRM. Therefore, public managers needed to understand the various public sector relationship types and to consider a relational, emotional and behavioral approach to the public-government relationship rather than the technical business management approach. The research here identifies some key distinctive typologies and key contextual relationship factors to better design a management approach that suits each typology. Some key relationship components are stakeholders, services, government role, service concept and relationship exchange. Reviewing the literature from the relationship lens, many studies have focused on understanding the components of a public-government relationship. The gap in the literature highlights the need for CRM models for the government sector functions, identifying the various contextual factors of the relationship, and a need to cater to the behavioral and emotional aspect of the relationship. The seven public-government relationship typology framework emerged from meta-synthesis of the literature review. The study uses UAE Federal government CRM, specifically the Ministry of Health and Prevention (MOHAP). Grounded theory methodology was used to explore the seven public-government factors. Twenty-four qualitative interviews were conducted. The examined relationships include: entrepreneurial, public beneficiary, social beneficiary, organizer, protector, arbitrator, and supporter. The findings aid practitioners in designing the public-government relationship management approach that suits the nature of each relationship and its context. Theoretically, the relationship is the new lens for improving customer service in the public sector and the private sector. This emphasizes that the one size fits all CRM approach needs to be changed to more of a human and personalized approach to managing relationship typologies that are altered based upon context, influential components, and key factors. Some of the key factors influencing the relationships are communication, awareness, knowledge, emotional handling, engagement, relational approach, trust, and relationship value chain. This study provides good evidence for the need for further exploration of the contextual angle of relationships in the private sector in similar relationship typologies.
Ph. D.

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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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Chen, Chien-Lin. "Conceptualising customer relationship management and its impact on customer lifetime value in the Taiwanese banking sector". Thesis, De Montfort University, 2012. http://hdl.handle.net/2086/9878.

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A review of the literature revealed that various scholars on the subject of customer relationship management hold divergent views on the exact domain of CRM because of its multi-faceted nature. Furthermore, CRM remains vague in terms of its impact on firm performance because the generative mechanisms have not been fully considered. In response, a theoretical framework of CRM as the underpinning foundation which establishes the linkages between CRM and the firm's performance is proposed, which synthesizes different perspectives of key constructs of CRM and thus seeks to incorporate them into a practical and coherent framework that can be universally used. Therefore, the central aim of this thesis is to develop an empirically based conceptual model of the process that has the potential for crossing cultural and sectoral boundaries and highlights the potential link between CRM and the establishment of long term customer value. This thesis presents and discusses empirical findings from a survey of 226 senior managers and 584 customers in the Taiwanese banking sector who are examined from their perspectives by using structural equation modeling. From the perspective of managers, the findings largely supported the proposed hypotheses. Customer interaction and customisation, but not customer knowledge and customer knowledge management (CKM) capability, are significantly and positively related to customer value. CKM capability and customization are crucial in affecting customer satisfaction. The results also provided strong evidence of customer values' impact on customer satisfaction, which in turn is necessary determinant of customer loyalty. Furthermore, the relationship between customer loyalty and CLV is positive. Consequently, it has been found that customer benefits play significant mediating roles between CRM and firm performance. On the other hand, from the perspective of customers, the results showed that managerial perceptions of CRM practice have no relationships with the customer value and customer satisfaction as perceived by customers. This thesis contributes to academic and managerial knowledge by providing alternative insights into CRM's influences on the customer's benefits and the firm's performance from a dyadic perspective in one single model. Particularly, the inclusion of customer value and customer satisfaction constructs as key consequences of CRM is suggested to contribute additionally to provide a more complete model of a CRM-performance relationship within the banking setting. Therefore, the framework as a diagnostic tool can be used to identify where specific improvements are needed and where certain aspects of the organizational operations could be improved in CRM for pursuing their competitive advantage and long-term profit.

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Sábio, Delmar José Anacleto Ribeiro Henriques. "Customer Relationship Management (CRM) e a Indústria Hoteleira: uma Análise das Competências Organizacionais". Master's thesis, Instituto Superior de Economia e Gestão, 2011. http://hdl.handle.net/10400.5/3393.

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Mestrado em Marketing
As empresas hoteleiras enfrentam na actualidade um mercado cada vez mais competitivo. As novas tecnologias da informação e comunicação permitem que os clientes estejam cada vez mais informados e exigentes. Para enfrentar esta competitividade, um hotel já não tem apenas de prestar um excelente serviço, é preciso também que saiba em tempo útil criar produtos que vão ao encontro das necessidades dos seus clientes. A habilidade das organizações hoteleiras para porem em prática uma oferta de produtos e um tratamento personalizado por cliente, requer uma infra-estrutura tecnológica apropriada e facilitadora da recolha de dados. É fundamental que todas as áreas da organização acedam a essa base de dados para que cada um dos colaboradores possa corresponder às expectativas de cada cliente. Para aumentar a fidelidade pretendida, os hotéis deverão desenvolver estratégias de Customer Relationship Management (CRM) que permitam procurar, guardar e partilhar as informações dos clientes dentro da organização por forma a proporcionar uma experiência personalizada e única a cada cliente. O CRM, enquanto ferramenta de gestão permite que o modelo de negócio passe a ser centralizado no cliente. Esta orientação implica uma concepção estratégica da organização, pressupõe uma cultura de empresa e assenta numa articulação de todos os recursos (humanos, tecnológicos, conhecimento, tempo, etc.) que permitam alcançar uma vantagem competitiva de diferenciação. Esta investigação procurou identificar as competências organizacionais que um hotel necessita de desenvolver para implementar com sucesso a estratégia de CRM. Identificam-se cinco dimensões chave, Estratégia, Cultura, Tecnologia, Processos e Pessoas. Com esse propósito, e efectuada a revisão da literatura, foi definida uma metodologia de investigação baseada no estudo de caso único. O estudo de caso foi realizado no Pestana Palace Hotel. Como principais resultados observou-se que no hotel as competências organizacionais Estratégia, Cultura, Tecnologia, Processos e Pessoas são factores determinantes no processo de gestão do relacionamento com os clientes. Mas também é preciso explicá-las e divulgá-las para toda a Organização gerando impacto e consciencialização de todos para que as competências escolhidas sejam potencializadas no perfil dos seus colaboradores. Podemos referir que a organização vivencia desde a sua constituição, uma cultura de excelência do serviço prestado ao cliente, dispõe de uma estratégia orientada para a fidelização e retenção de clientes, perspectivando a médio e longo prazo o seu crescimento e o alargamento da sua rede hoteleira a uma escala cada vez mais internacional. O investimento em CRM associado aos benefícios da internet terá um papel significativo no atingir deste objectivo. Verificamos, contudo, que pessoas e processos associados à sua operacionalização, não se encontram ainda articulados de forma a permitirem a maximização plena do investimento e o atingir dos resultados esperados. Nestas duas competências há ainda um longo trabalho a desenvolver.
Nowadays hotel companies face a more and more competitive market, since New Technologies of Information and Communication are allowing their customers to become better informed and more demanding. To deal with this increasing degree of competitiveness a hotel has, not only to provide an excellent service, but also, and above all, it is necessary that it knows how to create products, which meet the needs of its customers, in the right time. The ability of hotel organizations to put into practice a diversified offer of products and a personalized treatment for each customer, requires an adequate technological infra-structure, which facilitates the collection of data. Thus, it is essential that all organizational areas may accede to the previously mentioned data base, so that each collaborator may satisfy the expectations of each customer. In order to increase the desired faithfulness, hotels should develop Customer Relationship Management (CRM) strategies, which allow the searching, keeping and sharing of customers' information within the organization, so as to enable the enjoyment of a personalized and unique experience to each of them. While managing tool, CMR allows the model of business to become centralized in the customer. This orientation implies a strategic conception of organization, presupposes the existence of a company culture and is rooted in a combination of a variety of resources (e.g. human resources, technological resources, knowledge, time, etc.), which may achieve a competitive advantage of differentiation. The aim of this investigation was to identify the organizational competences that a hotel has to develop, with a view to implement the CRM strategy with success. To achieve this goal five key dimensions were identified, namely: Strategy, Culture, Technology, Processes and People. The selected methodology of investigation was based upon the study of a single case and rooted in the definition of the previously referred aim of investigation, combined with a careful survey of specialized bibliography. The study of case took place in Pestana Palace Hotel. As main results it was stated that in the hotel the organizational competences Strategy, Culture, Technology, Processes and People are major determinant factors in the process of managing the relationship with customers. There is also need to explain and divulge them to the entire organization, thus generating impact and consciousness on the part of all people involved, so that the selected competences may develop all their potentialities from their profile. We can infer that, since its beginning, the organization has been experiencing a culture of excellence, as regards the service offered to the customer. It has been disposing of a strategy directed to fidelity and retaining of customers, bearing in mind the growth and enlargement of its hotel net on a larger and larger international scale, in the medium or long term. The investment in CRM as well as the internet benefits, will play a significant role in achieving this goal. However, we state that, both people and processes involved in putting this into operation, are not yet engaged in a way to allow the full maximization of the investment and the achievement of the expected results. Therefore, there is still a lot to be done, as far as these two competences are concerned.

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Bártová, Petra. "CRM ve strategii mezinárodní firmy". Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-142178.

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This diploma thesis is devoted to evaluation of the importance of CRM (Customer relationship management) in the strategy of a large international company. Specifically, it concentrates on the assessment of barriers as well as advantages which accompany the CRM implementation process into the existing corporate structures. The analytical section of this diploma thesis is patterned on various definitons of the term "CRM" and also deals with partial aspects of CRM and with its relationship to marketing and business processes within the company. The practical section explores the situation in the company Škoda Auto which recently started an international CRM impelementation.

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Gebeyehu, Biqila y David Hörnsten. "Kundrelationer inom banksektorn : Hur svenska storbanker verkar för att säkerställa kontinuitet och lönsamhet inom studentsegmentet". Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-26132.

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The purpose of this study is to investigate how the major swedish banks look upon and promote student profitability as well as long-term relationships within the student segment from a CRM point of view. The study incorporates a qualitative course of action with an abductive research approach which has been carried out by conducting personal and telephone interviews with representatives from three out of the four major swedish banks Nordea, Swedbank and Handelsbanken. Our research finds that the banks appear to regard their relationships with students as long-term investments, but that they simultaneously seem to lack distinctive, clear and procreative strategies for securing these relationships. Furthermore, the development of profitability within the student segment is considered an informal process that does not necessarily need to be computed through the use of quantitative estimates. Also, educational variables does not influence the banks as they segment their customer base and the student-centred offerings within the banking industry is to be deemed as being standardized rather than differentiated.

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Nooren, Ella. "Case study-fujitsu and CRM : the impact of customer relationship management on Futjitsu as a service providing company". Master's thesis, FEUC, 2012. http://hdl.handle.net/10316/21510.

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Dissertação de mestrado em Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Coelho.
This case study named “The impact of customer relationship management on fujitsu as service providing company” has as its main aim analysing the impact of CRM on a company’s customer satisfaction. What are the benefits for a company by using CRM and if it would improve, using Fujitsu as our case study. How Fujitsu measures its customer satisfaction is one of the issues developed in this thesis. Some of the methods used are Customer Satisfaction Interview Programme (CSIP); Customer Satisfaction Scorecard (CSS) and User Surveys. These surveys give Fujitsu the opportunity to acquire a better overview of the customers' satisfaction. Nevertheless, its not for sure that these aims and predictions will be completely successful and in this theses, and through this Study Case, we will try to understand the success level of these methods and prediction and analysis of a CRM tool implementation in Fujitsu, as per the objectives established in this dissertation. Therefore is the general objective of the thesis analysing the impact of CRM on a company’s customer satisfaction. In order to respond to this objective we will study firstly how Fujitsu measures its customer satisfaction at this moment. By getting an answer to this objective, we will be able to identify what the company misses by not using CRM and identify what is missing in Fujitsu’s current customer satisfaction measurements and what CRM could add. In a second stage, it is important to study what would change if Fujitsu used CRM - its impact. In order to respond to this, we will study several theories and concepts related to the term CRM. Also will we study the benefits, advantages and disadvantages for the organization using CRM. We predict that CRM would give Fujitsu a better knowledge of their customers, which could lead to the development of better relations with Fujitsu’s existing customers. This can lead to better marketing of products and services and better deal qualification by focusing on several aspects. Besides all this, it is also very important to try to predict the risk of the implementation of using CRM. This case study involved the use of multiple sources and techniques in the data gathering process. The analysing techniques and tools to collect data used were surveys, documentation review and observation. The variants included in this particular study case were Literature Case Study, developed by looking exclusively at already existing/published materials and Field Case Study which involves the gathering of original research by gathering data within the context being studied, involving also direct observation.

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Barretto, Maria Isabel Franco. "Um modelo para planejar, implementar e acompanhar a estratégia de CRM (Customer Relationship Management)". Universidade de São Paulo, 2007. http://www.teses.usp.br/teses/disponiveis/18/18140/tde-07042008-104031/.

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Inseridas num cenário altamente competitivo, as organizações primam pelo alcance da vantagem competitiva sustentável (VCS), embora essa última seja, cada vez mais, efêmera. Nesse contexto, surge o customer relationship management (CRM) como estratégia de negócio. Fundamentado no marketing de relacionamento personalizado e na infra-estrutura da tecnologia de informação, o CRM representa uma solução para viabilizar o alcance da VCS. Entretanto, deve-se enfatizar a relevância dos processos organizacionais e das pessoas, visto que eles compõem a empresa que adota a estratégia do CRM. Por outro lado, observa-se que o assunto sobre a gestão do relacionamento com o cliente destaca-se nos ambientes da academia e do mercado. Desse modo, esta pesquisa tem como objeto de estudo a estratégia de CRM, apresentando como objetivo geral a proposta de um modelo para planejar, implementar e acompanhar a estratégia de CRM. Este trabalho caracteriza-se como sendo uma pesquisa exploratória de abordagem qualitativa, utilizando a pesquisa bibliográfica e a pesquisa de campo como procedimentos para o alcance do seu objetivo geral. Nota-se que, inicialmente, a pesquisa bibliográfica aborda os aspectos gerais sobre o CRM e, mais adiante, o enfoque representa os modelos e/ou abordagens da literatura sobre o planejamento, a implementação e o acompanhamento dessa estratégia. A partir da revisão bibliográfica e da pesquisa preliminar de campo, foi desenvolvido o protótipo do modelo final que, em seguida, foi submetido às críticas, sugestões e considerações de especialistas, durante a segunda etapa da pesquisa de campo, conforme o método de pesquisa apresentado. Sendo assim, a consistência e a aplicabilidade do modelo foram constatadas, considerando-se o modelo proposto (um conjunto de etapas seqüenciais) um método para planejar, implementar e acompanhar a estratégia de CRM. Porém, algumas limitações foram observadas e, por último, foram sugeridas algumas atividades futuras, percebendo-se a vanguarda do CRM e a carência do mercado.
Inserted in a very competitive scenery, the organizations excel by achieving the sustainable competitive advantage, although it has been more and more ephemeral. In this context, appears the customer relationship management (CRM) as a business strategy. Based on the personalized relationship marketing and on the information technology infrastructure, the CRM represents a viable solution for achieving the sustainable competitive advantage. It must be emphasized, nevertheless, the relevance of the organizational processes and the people, once they constitute the company that adopts the CRM\'s strategy. On the other hand, it is observed that the matter of managing the relationship with the client, stands out in the academic and market environments. In this way, this research\'s object of study is the CRM\'s strategy, presenting as general objective, the proposition of a model for planning, implementing and following the CRM\'s strategy. This work is characterized as an exploratory research of a qualitative approach, using the bibliographical and field researches as procedures to achieve its general objective. It can be noticed that, at first, the bibliographical research approaches the general aspects about CRM and further on, the focus represents the literature models and/or approaches about the planning, implementation and follow up of this strategy. Based on the bibliographical revision and preliminary field research, it was developed a prototype of the final model that was submitted to specialists\' critiques, suggestions and considerations, during the second phase of the field research, in accordance with the research\'s method presented. This way, the model\'s consistency and applicability were verified, considering the proposed model (a set of sequential phases) a method to plan, implement and follow the CRM\'s strategy. However, some limitations were observed and finally, some future activities were suggested, noticing the CRM\'s vanguard and the market\'s need.

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Crivellaro, Fernanda Furio [UNESP]. "Gestão da informação em ferramentas de CRM para captação e retenção de clientes". Universidade Estadual Paulista (UNESP), 2018. http://hdl.handle.net/11449/154197.

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Não recebi financiamento
Este trabalho tem como objetivo, verificar a contribuição do CRM para o processo decisório organizacional, no que tange ao desenvolvimento de estratégias de ação para a captação e retenção de clientes em uma empresa do ramo óptico. Essa é uma pesquisa de abordagem quali-quantitativa de caráter exploratório e descritivo. Tem como método de pesquisa o estudo de caso. Com o estudo foi possível perceber a importância do uso de uma ferramenta que gerencie o relacionamento entre a empresa e o cliente e, a importância de administrar as informações que são coletadas pela mesma. O CRM é considerado por muitas empresas, o principal meio de junção da gestão de informações sobre clientes; este será composto por informações que auxiliarão os gestores nas tomadas de decisões. Com esta pesquisa, foi possível perceber que a empresa não utiliza de nenhuma ferramenta para gestão da informação do cliente, tampouco, utiliza das informações dos clientes para tomar decisões, o que acarreta decisões tardias ou falhas com relação a reposição de mercadoria, soluções de problemas e alcance na divulgação da empresa. O CRM traria a empresa maior organização da informação interna e externa de forma a dar respostas mais rápidas ao cliente, controlando sua satisfação e necessidade. A ferramenta CRM pode ser implementada no sistema utilizado pela empresa, se o desenvolvedor se dispuser a criar as abas necessárias, possibilitando que a empresa não precise implantar novamente os dados em um novo sistema.
This work aims to verify the contribution of the CRM to the organizational decision-making process, in what concerns the development of strategies of action for the capture and retention of clients in an optical company. This is a qualitative-quantitative research of exploratory and descriptive character. It has as a research method the case study. With the study it was possible to perceive the importance of using a tool that manages the relationship between the company and the client and the importance of managing the information that is collected by it. CRM is considered by many companies as the main means of joining customer information management; this will be composed of information that will assist managers in decision making. With this research, it was possible to perceive that the company does not use any tool to manage the information of the customer, nor does it use the information of the clients to make decisions, which entails late decisions or failures in relation to the reposition of merchandise, solutions of problems and scope in the disclosure of the company. The CRM would bring the company greater organization of internal and external information in order to give faster responses to the client, controlling their satisfaction and need. The CRM tool can be implemented in the system used by the company, if the developer is willing to create the necessary tabs, allowing the company does not need to deploy the data in a new system.

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Johansson, Daniel y 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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Tesis sobre el tema "Customer Relationship Management (CRM)"

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