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Optimizing CRM Readiness: Specifying a CRM Strategy for Volvo Penta
Karlstad University, Faculty of Economic Sciences, Communication and IT.
Karlstad University, Faculty of Economic Sciences, Communication and IT.
2011 (English)Independent thesis Advanced level (degree of Master (Two Years)), 30 credits / 45 HE creditsStudent thesis
Abstract [en]

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.

Place, publisher, year, edition, pages
Keyword [en]
CRM, Customer relationship management, cross-functionality, value creation, relationship marketing, CRM strategy
National Category
Business Administration
URN: urn:nbn:se:kau:diva-7078OAI: diva2:398768
Social and Behavioural Science, Law
Available from: 2011-02-28 Created: 2011-02-18 Last updated: 2011-02-28Bibliographically approved

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