Effectiveness of CRM in HAAGA-HELIA
Hirvonen, Hanna-Reetta; Ify, Kingsley John (2011)
Hirvonen, Hanna-Reetta
Ify, Kingsley John
HAAGA-HELIA ammattikorkeakoulu
2011
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011120517308
https://urn.fi/URN:NBN:fi:amk-2011120517308
Tiivistelmä
This was a project organized and supervised by HAAGA-HELIA University of Applied Sciences to enhance the international students’ employment rate through work pair model (an international student and Finnish student working together), and the project was done by two students from different majors. The thesis task was to revive, create and strengthen the use of customer relationship management (CRM) in HAAGA-HELIA. The main aim of the project was to examine the effectiveness of CRM in HAAGA-HELIA through different use cases and findings from the research data.
The project is commissioned by HAAGA-HELIA to evaluate the effectiveness of CRM concept in the organization. The benefit of the study was to help HAAGA-HELIA adopt a definition of what CRM means in strategic terms for their business and ensuring that this definition is used in consistent manner throughout their organization. Different CRM tools were combined, however the study concentrates on the Microsoft Dynamics CRM system.
The research method included researches in three form; conducting face to face in-depth interview with the case organization, discovering the use of customer relationship management information in HAAGA-HELIA desktop, and face to face interview with three different companies using Microsoft Dynamics CRM system. In addition, CRM related literature and Internet sources were used for the secondary data collection.
The study reveals that Microsoft Dynamics CRM is more than just a tool; it is a life-long process and it keeps evolving by the time. The case company has no clear strategy or definition on how it could best utilize the opportunity that Microsoft Dynamics CRM represents in today’s business. The importance of enforcing new strategy is imminent. Therefore it is necessary for HAAGA-HELIA to consider what they want to achieve as an organization with CRM tool. Also what needs to be ensured is that not only the management who is bringing the tool understands the value but also the whole organization understands why it is brought. The CRM system also needs to support all the processes and the way people work in the organization. Just by bringing CRM is not going to solve any problems regardless of its importance in every customer facing organization.
The project is commissioned by HAAGA-HELIA to evaluate the effectiveness of CRM concept in the organization. The benefit of the study was to help HAAGA-HELIA adopt a definition of what CRM means in strategic terms for their business and ensuring that this definition is used in consistent manner throughout their organization. Different CRM tools were combined, however the study concentrates on the Microsoft Dynamics CRM system.
The research method included researches in three form; conducting face to face in-depth interview with the case organization, discovering the use of customer relationship management information in HAAGA-HELIA desktop, and face to face interview with three different companies using Microsoft Dynamics CRM system. In addition, CRM related literature and Internet sources were used for the secondary data collection.
The study reveals that Microsoft Dynamics CRM is more than just a tool; it is a life-long process and it keeps evolving by the time. The case company has no clear strategy or definition on how it could best utilize the opportunity that Microsoft Dynamics CRM represents in today’s business. The importance of enforcing new strategy is imminent. Therefore it is necessary for HAAGA-HELIA to consider what they want to achieve as an organization with CRM tool. Also what needs to be ensured is that not only the management who is bringing the tool understands the value but also the whole organization understands why it is brought. The CRM system also needs to support all the processes and the way people work in the organization. Just by bringing CRM is not going to solve any problems regardless of its importance in every customer facing organization.