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Analysis of Customer Relationship Management Systems' Compliance with Organizational Needs: An industrial case study in a Spanish organization
Blekinge Institute of Technology, School of Management.
2011 (English)Student thesis
Abstract [en]

In today’s competitive environment, organizations cannot afford to fail with their customer relationship management (CRM) initiatives. There are plenty of examples of vital consequences for failed CRM implementations. The purpose of this study was to assist with the decision process for the organization Realsec in their choice of a CRM system. The aim was to evaluate different CRM systems in the market to find the most suited for Realsec. The study was performed within the organization at their head office located in Madrid, Spain. The evaluation is based on the mapping of the organization’s needs to characteristics of a CRM system. Through a pragmatic approach, using a mixed method research design, three qualitative interviews and a questionnaire covering the organization was conducted. The qualitative interviews identified important factors for Realsec from different stakeholders’ point of view. The questionnaire was used to determine the importance of those factors, by grading them using three different scales. Merged with best practices, identified from the literature, the factors were translated into characteristics of a CRM system. Using a market study of different CRM solutions, a performance score was calculated for each CRM system to reflect how well each system fit Realsec’s needs. The results from the research was analyzed with statistical methods and it shows a wide spread in performance score differentiating from 19.44% to 86.42%. The top performer was the solution with a margin of 5.55% to the second placing system, SugarCRM. The result recommends the preferable solution without considering other aspects such as price. Therefore, the result from this study should be used in consideration with other factors in the decision process. It is concluded that the CRM industry is still a young sector where there is a lack of consensus on the definition of a CRM system.

Place, publisher, year, edition, pages
2011. , 128 p.
Keyword [en]
CRM, Customer Relationship Management, CRM evaluation, CRM analysis, CRM implemenation, Case Study, Spain
National Category
Business Administration
URN: urn:nbn:se:bth-2600Local ID: diva2:829886
Social and Behavioural Science, Law
Available from: 2015-04-22 Created: 2011-09-23 Last updated: 2015-06-30Bibliographically approved

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