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Vilka faktorer påverkar framgången i CRM-satsningar
KTH, Superseded Departments, Industrial Economics and Management.
KTH, Superseded Departments, Industrial Economics and Management.
2015 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesisAlternative title
What factors influence the success of CRM initiatives (English)
Abstract [en]

This study is intended to identify which factors that influence the success of initiatives in Customer Relationship Management, usually abbreviated as CRM. In the course of this study we have been in contact with forty-two companies operating in Sweden within eleven different sectors in order to find out how they operate regarding CRM initiatives, particularly initiatives within marketing and promotions. 

Against the data collected during the study it was concluded that the companies working with CRM believed that the CRM initiatives resulted in higher profitability and created more loyal customers. At the same time it was evident that the companies had different views on CRM as a method and its benefits. The majority of the companies could not present any tangible results from CRM-initiatives. It was also revealed that decisions regarding CRM initiatives were based on subjective assessments and without theoretical foundation. Based on the data collected nine factors were identified to affect the success of CRM initiatives. By placing the identified factors in a theoretical context a model could be developed which demonstrates the complexity that needs to be considered when applying CRM.

Our hope is that the developed model can be used by companies before deciding on new investments in CRM initiatives or when evaluating existing initiatives. Future studies will have to show if this work contributed to a better understanding of CRM initiatives potential and impact.

Abstract [sv]

Detta arbete söker identifiera vilka faktorer som påverkar framgången i ett företags satsning på Customer Relationship Management, vanligtvis förkortat som CRM. I samband med arbetet har vi varit i kontakt med fyrtiotvå företag verksamma i Sverige inom elva branscher för att ta reda hur de arbetar med CRM inom marknadsföring och utformning av kampanjer till kunder.

Mot bakgrund av datainsamlingen kunde det konstateras att tron på CRM som verktyg för att nå en högre lönsamhet och skapa lojalare kunder var stor hos företagen. Samtidigt framkom en bild av att företagen hade väldigt olika syn på hur CRM ska användas och dess fördelar. Majoriteten av företagen kunde inte visa vilka konkreta resultat CRM-satsningar gett. Beslut fattades utifrån subjektiva värderingar och utan teoretisk förankring. Utifrån resultaten av datainsamlingen kunde nio olika faktorer identifieras vilka påverkar CRM-satsningars framgång. Genom att placera de identifierade faktorerna i en teoretisk kontext kunde en modell utarbetas vilken påvisar komplexiteten som måste beaktas vid användning av CRM.

Vår förhoppning är att den framtagna modellen kan användas inför beslut om nya investeringar i CRM-lösningar eller för att utvärdera befintliga investeringar. Framtida studier får visa om detta arbete bidragit till en ökad förståelse om CRM:s potential och genomslagskraft.

Place, publisher, year, edition, pages
2015. , 83 p.
Series
TRITA 2015:50
Keyword [en]
CRM, CRM Return on Investment, yield CRM, CRM success factors
Keyword [sv]
CRM, CRM Return on Investment, Avkastning CRM, CRM faktorer
National Category
Other Social Sciences
Identifiers
URN: urn:nbn:se:kth:diva-168835OAI: oai:DiVA.org:kth-168835DiVA: diva2:818528
Educational program
Master of Science in Engineering - Industrial Engineering and Management
Supervisors
Examiners
Available from: 2015-06-12 Created: 2015-06-09 Last updated: 2015-06-30Bibliographically approved

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