A Plan for Successful CRM Deployment in a Case Company
Katz, Jan (2021)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202105046990
https://urn.fi/URN:NBN:fi:amk-202105046990
Tiivistelmä
This study focused on the Customer Relationship Management (CRM) system implementation. CRM systems are used in companies to develop customer relationships and co-create value with customers. The CRM system affects the companies’ strategy and everyday processes. Therefore, implementing a CRM system correctly and effectively can increase the value for the company. This thesis focused on the CRM system project, how it should be carried out and what needs to be considered during the project. The outcome of this thesis is a comprehensive plan for the project in the case company.
This thesis started with exploring relevant literature, which was the basis for the initial project plan. Then, the conceptual framework was built against relevant literature. The contents of the conceptual framework utilizes select ideas from management and CRM implementation literature to tackle the challenge. After the conceptual framework, a current state analysis was carried out by interviewing the project stakeholders on a previous implementation project. The initial plan of the project was created based on literature and CSA results. The initial proposal was validated with stakeholders and the plan was developed further to its final form, which included the comments of the project group.
This study indicated a readiness for the implementation and created frames for a successful CRM system implementation. The study suggests proven methods which can be used during the CRM system deployment. Implementing the CRM is not a small investment which is why the case company would benefit from using this thesis as a guideline.
This thesis started with exploring relevant literature, which was the basis for the initial project plan. Then, the conceptual framework was built against relevant literature. The contents of the conceptual framework utilizes select ideas from management and CRM implementation literature to tackle the challenge. After the conceptual framework, a current state analysis was carried out by interviewing the project stakeholders on a previous implementation project. The initial plan of the project was created based on literature and CSA results. The initial proposal was validated with stakeholders and the plan was developed further to its final form, which included the comments of the project group.
This study indicated a readiness for the implementation and created frames for a successful CRM system implementation. The study suggests proven methods which can be used during the CRM system deployment. Implementing the CRM is not a small investment which is why the case company would benefit from using this thesis as a guideline.