Preparatory Stage of CRM Implementation in The Company: Case: Company X
Efimova, Ekaterina (2018)
Efimova, Ekaterina
Lahden ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018120219462
https://urn.fi/URN:NBN:fi:amk-2018120219462
Tiivistelmä
Nowadays the business world is facing the transfer from product to customer orientation. Customer Relationship Management (CRM) is one of the concepts that appeared due to the transfer. It comprises strategy and IT tools for an efficient data management and analysis. CRM is a crucial need when a company’s operations grow, and individual customer relationship cannot be sustained on the same level as in small enterprises.
CRM lacks clear definition. Thus, companies can have the wrong perception of the tool. The wrong approach to Customer Relationship Management leads to difficulties or failures of implementation. For this reason, it is important to prepare the company for the CRM adoption. The aim of the thesis is to formulate critical preparatory steps of the successful CRM implementation based on the experience of the Case Company.
The theoretical part of the thesis studies the overall concept of Customer Relationship Management. It includes CRM origin, components, value, and common reasons of unsuccessful implementation. The data for the thesis is retrieved from primary and secondary sources. The author interviews employees of Company X to collect the primary data. The interviews provide insight into the preparatory process and drivers of it. Moreover, the author includes personal observations as a former intern of the company. Secondary data comprises written and electronic sources: books, journals, and web articles. Data analysis method of the thesis is qualitative, and the approach is inductive.
Research outcomes show the importance of preparatory steps for the success of implementation. The thesis provides an evaluation of the process undergoing in the Case Company and suggestions for improvement. Research findings lead to the development of a framework of preparation for CRM implementation. The framework can serve as a role model to any business which is planning to adopt CRM.
CRM lacks clear definition. Thus, companies can have the wrong perception of the tool. The wrong approach to Customer Relationship Management leads to difficulties or failures of implementation. For this reason, it is important to prepare the company for the CRM adoption. The aim of the thesis is to formulate critical preparatory steps of the successful CRM implementation based on the experience of the Case Company.
The theoretical part of the thesis studies the overall concept of Customer Relationship Management. It includes CRM origin, components, value, and common reasons of unsuccessful implementation. The data for the thesis is retrieved from primary and secondary sources. The author interviews employees of Company X to collect the primary data. The interviews provide insight into the preparatory process and drivers of it. Moreover, the author includes personal observations as a former intern of the company. Secondary data comprises written and electronic sources: books, journals, and web articles. Data analysis method of the thesis is qualitative, and the approach is inductive.
Research outcomes show the importance of preparatory steps for the success of implementation. The thesis provides an evaluation of the process undergoing in the Case Company and suggestions for improvement. Research findings lead to the development of a framework of preparation for CRM implementation. The framework can serve as a role model to any business which is planning to adopt CRM.