Yes / Organizations worldwide are becoming more interested in utilizing social media applications to enhance their marketing capabilities. One of the main fruits of integrating social media applications into the marketing, information technology and information systems areas is social customer relationship management (SCRM). SCRM has been the focus of attention for both marketing academics and practitioners. However, as this area is quite new, there is a need to propose a theoretical foundation explaining how using social media platforms for SCRM systems could predict customer engagement and customer relationship performance. Three main factors, i.e. social media use, a customer-centric management system, and relationship marketing orientation, are considered as key predictors of SCRM. SCRM is proposed as a key determinant of customer engagement, which in turn affects customer relationship performance. The proposed research methodology suggests conducting a quantitative study to validate the current study model. Further discussion regarding the research contribution and main limitations are provided in the last sections.

Inseridas num cenário altamente competitivo, as organizações primam pelo alcance da vantagem competitiva sustentável (VCS), embora essa última seja, cada vez mais, efêmera. Nesse contexto, surge o customer relationship management (CRM) como estratégia de negócio. Fundamentado no marketing de relacionamento personalizado e na infra-estrutura da tecnologia de informação, o CRM representa uma solução para viabilizar o alcance da VCS. Entretanto, deve-se enfatizar a relevância dos processos organizacionais e das pessoas, visto que eles compõem a empresa que adota a estratégia do CRM. Por outro lado, observa-se que o assunto sobre a gestão do relacionamento com o cliente destaca-se nos ambientes da academia e do mercado. Desse modo, esta pesquisa tem como objeto de estudo a estratégia de CRM, apresentando como objetivo geral a proposta de um modelo para planejar, implementar e acompanhar a estratégia de CRM. Este trabalho caracteriza-se como sendo uma pesquisa exploratória de abordagem qualitativa, utilizando a pesquisa bibliográfica e a pesquisa de campo como procedimentos para o alcance do seu objetivo geral. Nota-se que, inicialmente, a pesquisa bibliográfica aborda os aspectos gerais sobre o CRM e, mais adiante, o enfoque representa os modelos e/ou abordagens da literatura sobre o planejamento, a implementação e o acompanhamento dessa estratégia. A partir da revisão bibliográfica e da pesquisa preliminar de campo, foi desenvolvido o protótipo do modelo final que, em seguida, foi submetido às críticas, sugestões e considerações de especialistas, durante a segunda etapa da pesquisa de campo, conforme o método de pesquisa apresentado. Sendo assim, a consistência e a aplicabilidade do modelo foram constatadas, considerando-se o modelo proposto (um conjunto de etapas seqüenciais) um método para planejar, implementar e acompanhar a estratégia de CRM. Porém, algumas limitações foram observadas e, por último, foram sugeridas algumas atividades futuras, percebendo-se a vanguarda do CRM e a carência do mercado. / Inserted in a very competitive scenery, the organizations excel by achieving the sustainable competitive advantage, although it has been more and more ephemeral. In this context, appears the customer relationship management (CRM) as a business strategy. Based on the personalized relationship marketing and on the information technology infrastructure, the CRM represents a viable solution for achieving the sustainable competitive advantage. It must be emphasized, nevertheless, the relevance of the organizational processes and the people, once they constitute the company that adopts the CRM\'s strategy. On the other hand, it is observed that the matter of managing the relationship with the client, stands out in the academic and market environments. In this way, this research\'s object of study is the CRM\'s strategy, presenting as general objective, the proposition of a model for planning, implementing and following the CRM\'s strategy. This work is characterized as an exploratory research of a qualitative approach, using the bibliographical and field researches as procedures to achieve its general objective. It can be noticed that, at first, the bibliographical research approaches the general aspects about CRM and further on, the focus represents the literature models and/or approaches about the planning, implementation and follow up of this strategy. Based on the bibliographical revision and preliminary field research, it was developed a prototype of the final model that was submitted to specialists\' critiques, suggestions and considerations, during the second phase of the field research, in accordance with the research\'s method presented. This way, the model\'s consistency and applicability were verified, considering the proposed model (a set of sequential phases) a method to plan, implement and follow the CRM\'s strategy. However, some limitations were observed and finally, some future activities were suggested, noticing the CRM\'s vanguard and the market\'s need.

Social media has increased the possibilities for consumers to gather and share consumption related experiences with other consumers through electronic word-of-mouth (eWOM). eWOM affects the relationship between customer and business, and therefore also affects customer relationship management (CRM). Therefore, the research question of this study is: “How does electronic word-of-mouth (eWOM) affect customer relationship management (CRM) at an organization in the creative industry?”. The purpose of this study is to, for an organization in the creative industry, investigate the effects of eWOM on CRM. Theories are used to define and discuss the concepts eWOM and CRM, and a model in which the concepts are linked together is generated. A case study design focused on one organization has been used for the study; data was collected through semi-structured interviews and from the organizations social media accounts. The results of this study show that eWOM affects CRM in numerous ways. Organizations can benefit from eWOM by using the customer information that eWOM generates, as well as use eWOM to spread organizational and customer generated information. In addition to this, organizations can gain from considering negative eWOM when interacting with and responding to customers on social media. / Sociala medier har utvecklat individers och organisationers kommunikationsmöjligheter. Detta har utökat konsumenters möjligheter att samla opartisk produktinformation från andra konsumenter, samt gett dem möjlighet att själva förse andra konsumenter med konsumtionsrelaterade erfarenheter och åsikter genom electronic word-of-mouth (eWOM). eWOM påverkar relationen mellan kund och företag, och innebär därmed påverkan på customer relationship management (CRM). Vid genomgång av tidigare studier återfanns inga artiklar som undersöker eWOM i relation till CRM. Samtidigt är kulturbranschen i större utsträckning, jämfört med andra socioekonomiska aktiviteter, beroende av word-of-mouth. Utifrån detta utgår undersökningen från frågeställningen ”Hur påverkar electronic word-of-mouth (eWOM) customer relationship management (CRM) hos organisationer inom kulturbranschen?”. Undersökningens syfte är att undersöka vilka effekter eWOM har på CRM hos organisationer inom kulturbranschen. Syftet är vidare att utveckla en djupare förståelse för kopplingen mellan dessa begrepp. Den teoretiska referensramen definierar och diskuterar begreppen eWOM och CRM, samt beskriver tidigare forskning om begreppen. Detta leder fram till en analysmodell där dessa begrepp kopplas samman, samt en diskussion och förklaring av denna sammankoppling. Undersökningen utgår från en fallstudiedesign, eftersom syftet är att utveckla en djupare förståelse för hur eWOM påverkar CRM. Undersökningen har studerat en organisation inom kulturbranschen; data har samlats in från organisationens olika sociala medier, och semistrukturerade intervjuer med anställda inom organisationen har ägt rum. De resultat som framkommit ur undersökningen visar att eWOM påverkar CRM på flera sätt. Organisationer kan dra nytta av eWOM genom att nyttja den kundinformation som uppkommer i och med eWOM, genom att använda eWOM för att sprida organisations- och konsumentgenererad information, samt genom att använda eWOM till att förstärka affective commitment. Dessutom kan organisationer behöva ha negativ eWOM i åtanke vid bemötande av kunder samt även vara närvarande vid diskussioner på sociala medier för att påverka hur kunders eWOM utvecklas.

Abstrakt (Svenska) - Vikten av att ha effektiv hantering av kundrelationer (CRM) inom företag väger mycket, för att på ett lyckat sätt öka förståelsen och samarbeten med kunder. Företag ändrar eller uppdaterar sina CRM system för att kunna öka arbetseffektiviteten. Kunder och marknad utvecklas ständigt, och för att kunna följa upp med större datamängder och ökad konkurrens bör företag använda sig utav effektiva sätt att arbeta på, när det gäller hjälp med att göra data mer tillgängligt. Om företag inte framgångsrikt integrerar sina CRM system kan de halka efter och försämras. Ett byte gällande CRM är oftast bestämt av ledning och ifrågasatt av de faktiska användarna. Mottagarna av förändringen upplever ofta osäkerhet och tvivel. I denna avhandling beskriver vi hur vår forskning kring CRM processer, CRM system och intressenterna i fallföretaget, leder till att hitta utmaningar och behov. Vårt främsta bidrag är vår analys av rekommendationer baserade på våra resultat, som kan användas som underlag för att skapa en kravspecifikation av fallföretaget. Med de empiriska uppgifter som samlas in i vår avhandling strävar vi efter att hjälpa fallföretaget och andra organisationer i deras process att implementera ett nytt CRM system. / Abstract (English) - Efficient Customer Relationship Management (CRM) is critical for successful understanding and collaboration with Customers. Companies frequently change or update their CRM systems in order to increase their work effectiveness. Customers and markets are always evolving and in order to keep up with increasing amounts of data and competition, companies should use efficient ways of working, regarding assistance in making data more accessible. If companies do not successfully integrate their CRM systems they risk falling behind other possible competitors and deteriorate. Change is often approved by those who are commanding it and questioned by those who receive it. The recipients of the change often experience uncertainty and hesitation. In this thesis, we describe how our research of CRM process, CRM systems and the stakeholders within the case company lead to finding challenges and needs. Our main contribution is the analysis of recommendations based on our findings, which can be used as a basis for creating a requirement specification in the context of integrating a new CRM system. With the empirical data collected in our thesis, and with the literature that we reviewed, we aim to assist the case company and other organizations in their process of implementing a new CRM system.

Vor dem Hintergrund der Zunahme unstrukturierter Daten für Unternehmen befasst sich dieser Beitrag mit den Möglichkeiten, die durch den Einsatz der Business Intelligence für Unternehmen bestehen, wenn durch gezielte Analyse die Bedeutung dieser Daten erfasst, gefiltert und ausgewertet werden können. Allgemein ist das Ziel der Business Intelligence die Unterstützung von Entscheidungen, die im Unternehmen (auf Basis strukturierter Daten) getroffen werden. Die zusätzliche Auswertung von unstrukturierten Daten, d.h. unternehmensinternen Dokumenten oder Texten aus dem Web 2.0, führt zu einer Vergrößerung des Potenzials und dient der Erweiterung des Geschäftsverständnisses der Verbesserung der Entscheidungsfindung. Der Beitrag erläutert dabei nicht nur Konzepte und Verfahren, die diese Analysen ermöglichen, sondern zeigt auch Fallbeispiele zur Demonstration ihrer Nützlichkeit.

Embora a tecnologia da informação (TI) venha sendo utilizada em aplicações de negócios desde a década de 60, foi só a partir do final da década de 80 que essas tecnologias transformaram-se em elementos essenciais para corporações de qualquer porte. Dessa forma, o perfil dos usuários de TI deixou de ser o das grandes corporações e passou a compreender também empresas de médio e pequeno porte. Atualmente, as TI são fartamente empregadas na realização e gestão de processos de negócios através de sistemas corporativos orientados para diversas finalidades como, por exemplo, ERP (Enterprise Resource Planning), SCM (Supply Chain Management) e CRM (Customer Relationship Management). Na medida que um sistema corporativo cresce e incorpora novas funcionalidades, cresce sua complexidade. Atualmente, tais sistemas compreendem diversos componentes heterogêneos, geograficamente distribuídos, administrados por diferentes organizações e seu gerenciamento apresenta-se como um novo desafio. Este trabalho analisa a aplicação de padrões abertos, definidos para a modelagem de sistemas distribuídos e para o gerenciamento de redes de telecomunicações, no gerenciamento de sistemas corporativos complexos. Especificamente, será analisada a aplicação do dos padrões TMN (Telecommunication Management Network), desenvolvido para o gerenciamento de redes de telecomunicações, no gerenciamento de sistemas de CRM, que apresentam extrema complexidade por envolverem diversas tecnologias, distribuição geográfica e diversas disciplinas (bancos de dados, ferramentas de análise de informações, redes de computadores, sistemas legados e diversas mídias de contato). / Despite the fact that the information technology (IT) has been applied for business purposes since the sixties, they only became essential to business in the late eighties, when the technology started to play an essential role for corporations of any size. Therefore, the profile of the typical IT user in business has shifted from huge companies to mid-sized and even small companies. Nowadays, IT is widely applied for the management of business processes through the use of corporate systems oriented for different purposes like, for example, ERP (Enterprise Resource Planning), SCM (Supply Chain Management) and CRM (Customer Relationship Management). As far as a corporate system grows and works in new features, grows its complexity as well. Nowadays, such systems usually comprise lots of different heterogeneous components, geographically distributed, administered by different organizations and, as a result, the management of such systems became a new challenge. This dissertation analyses the application of open standards, designed to allow the modeling of distributed systems and the management of telecommunication networks, to the management of complex corporate systems. More specifically, it will analyze the application of the TMN standards, developed for the management of telecommunications networks, to the management of CRM systems, where the latter presents extreme complexity due to the fact that it usually involves different technologies, geographical distribution and many disciplines (such as databases, information analysis tools, computer networks, legacy systems and various communication medias).

Idag är det nödvändigt för alla företag att fokusera på att skapa långvariga kundrelationer.Customer relationship management (CRM) gör det möjligt för företag att spåra kundersinteraktioner med företag. Det har blivit alltmer viktigt för företag att vara aktiva inom socialamedier för att skapa både kundengagemang och långsiktiga kundrelationer. Facebook är detmest använda forumet som företag idag använder. I samband med sociala mediers utvecklinghar ett nytt koncept utvecklats för att integrera sociala medier i traditionella CRM-system somkallas Social CRM (SCRM). Syftet med uppsatsen var att öka förståelsen för SCRM genomatt studera ett företags arbetssätt med SCRM för att skapa kundrelationer genom Facebook. Vivalde att utgå ifrån ICA Sverige. Studien svarar på frågorna, hur ICA Sverige använder sinFacebook-sida för att skapa kundengagemang, hur ICA Sverige hanterar den kundkritik somkommer in på deras Facebook-sida samt hur ICA Sverige tror att kundkritiken kan påverkaderas varumärke och image. Studien baseras på två semistrukturella intervjuer med CRMansvarigeoch webbredaktören inom ICA Sverige och är skriven på svenska. Eninnehållsanalys genomfördes även under två månader av ICA Sveriges officiella Facebooksida.Studien visade att ICA Sverige använder SCRM genom Facebook trots att de själva inteär medvetna om det. Denna upplysning kan bidra till att ICA Sverige i fortsättningen kan tadel av värdefulla SCRM-strategier som de idag kan ha gått miste om genom sin omedvetenhetom att de arbetar med SCRM. Studien bekräftar tidigare forskning gällande att SCRM än idagverkar vara ett delvis okänt begrepp. Studien har bidragit med en teoretisk analysmodell somföretag kan använda för att analysera SCRM. / Program: Civilekonomprogrammet

Embora a tecnologia da informação (TI) venha sendo utilizada em aplicações de negócios desde a década de 60, foi só a partir do final da década de 80 que essas tecnologias transformaram-se em elementos essenciais para corporações de qualquer porte. Dessa forma, o perfil dos usuários de TI deixou de ser o das grandes corporações e passou a compreender também empresas de médio e pequeno porte. Atualmente, as TI são fartamente empregadas na realização e gestão de processos de negócios através de sistemas corporativos orientados para diversas finalidades como, por exemplo, ERP (Enterprise Resource Planning), SCM (Supply Chain Management) e CRM (Customer Relationship Management). Na medida que um sistema corporativo cresce e incorpora novas funcionalidades, cresce sua complexidade. Atualmente, tais sistemas compreendem diversos componentes heterogêneos, geograficamente distribuídos, administrados por diferentes organizações e seu gerenciamento apresenta-se como um novo desafio. Este trabalho analisa a aplicação de padrões abertos, definidos para a modelagem de sistemas distribuídos e para o gerenciamento de redes de telecomunicações, no gerenciamento de sistemas corporativos complexos. Especificamente, será analisada a aplicação do dos padrões TMN (Telecommunication Management Network), desenvolvido para o gerenciamento de redes de telecomunicações, no gerenciamento de sistemas de CRM, que apresentam extrema complexidade por envolverem diversas tecnologias, distribuição geográfica e diversas disciplinas (bancos de dados, ferramentas de análise de informações, redes de computadores, sistemas legados e diversas mídias de contato). / Despite the fact that the information technology (IT) has been applied for business purposes since the sixties, they only became essential to business in the late eighties, when the technology started to play an essential role for corporations of any size. Therefore, the profile of the typical IT user in business has shifted from huge companies to mid-sized and even small companies. Nowadays, IT is widely applied for the management of business processes through the use of corporate systems oriented for different purposes like, for example, ERP (Enterprise Resource Planning), SCM (Supply Chain Management) and CRM (Customer Relationship Management). As far as a corporate system grows and works in new features, grows its complexity as well. Nowadays, such systems usually comprise lots of different heterogeneous components, geographically distributed, administered by different organizations and, as a result, the management of such systems became a new challenge. This dissertation analyses the application of open standards, designed to allow the modeling of distributed systems and the management of telecommunication networks, to the management of complex corporate systems. More specifically, it will analyze the application of the TMN standards, developed for the management of telecommunications networks, to the management of CRM systems, where the latter presents extreme complexity due to the fact that it usually involves different technologies, geographical distribution and many disciplines (such as databases, information analysis tools, computer networks, legacy systems and various communication medias).

Nos últimos anos, as organizações enfrentam um mercado com alta competitividade e, obrigatoriamente, buscam vantagem competitiva. Diante desse cenário, o foco no cliente é apontado como solução para o alcance da vantagem competitiva sustentável. E, conseqüentemente, a filosofia do marketing Itol é inserida nesse contexto. Paralelamente, o grande desenvolvimento da tecnologia de informação aparece como uma variável ímpar nesse cenário, agravando a concorrência no mercado e, simultaneamente, viabilizando a filosofia do marketing Itol. Desse modo, surge o CRM (Customer Relationship Management) como estratégia de negócio. Este trabalho, baseado na pesquisa bibliográfica e no estudo de caso exploratório, propõe um conjunto de soluções de CRM para uma empresa do setor sucroalcooleiro. Ao longo desse estudo, procurou-se analisar os principais conceitos, ferramentas, condições propícias e obstáculos inseridos nesse assunto e, sobretudo, identificá-los e contextualizá-los na realidade empresarial pesquisada. Sendo assim, após esse estudo de caso, conclui-se que a concepção do CRM precisa ser uma necessidade organizacional e coerente com o respectivo contexto. Entretanto, percebe-se a pertinência das principais condições propícias e dificuldades para a implantação do CRM, que foram observadas e discutidas no decorrer da revisão bibliográfica. Finalmente, ressaltam-se a individualidade organizacional e a peculiaridade do respectivo mercado de atuação. Portanto, pode-se afirmara necessidade de personalizar cada estratégia de CRM. / In recent years, the organizations have being faced a very competitive marketplace and they must seek for a competitive advantage. According to the scenery, the focus on clients is pointed out as the solution to reach a sustainable competitive advantage. Consequently, the conception of the marketing one to one appears in this context. Moreover, the huge development of the information technology represents an important factor, which aggravates the competition in the marketplace and, at the same time, it enables the conception of the marketing one to one. In this case, the CRM (customer relationship management) surges as a business strategy. This dissertation, which is based on the bibliographic research and the case study, proposes a set of solutions of CRM for a company of the sugar alcohol industry. During this study, some aspects were analyzed such as main concepts, tools, good conditions and obstacles inside of this subject and, especially, defining them in the reality of this researched organization. To make a summary, after this study, it is possible to conclude that the conception of CRM should be a company necessity and coherent with its context. However, it is also possible to realize the relevance of the major suitable conditions and the difficulties to set up of the CRM, which were discussed in the bibliographic review. Finally, it must emphasize the organizational individuality and the peculiarity of the respective market. Therefore, it confirms the needof personalizing each strategy of CRM.

<p><strong>Syfte: </strong>Syftet med denna uppsats är att illustrera vilka faktorer som påverkar kundrelationer och hur ett företag bör gå tillväga för att förbättra dessa samt för att bevara sina kunder. Vi vill ge en illustration på hur en välorganiserad kundrelation kan framkallas. Uppsatsen är även en undersökning som kommer att framhäva Länsförsäkringarnas varianter av strategier och metoder inom kundrelation, detta kommer även att baseras ur kundens perspektiv. Det vitalaste kommer att handla om hur Länsförsäkringarna kan förbättra och utveckla detta.</p><p> </p><p><strong>Metod: </strong>Vi valde att använda oss av primärdata för att öka trovärdigheten genom enkätundersökning och intervjuer, våra sekundärdata användes för att ge stöd till den primäradatan med författares och forskares teorier. Sedan jämförde vi resultatet från intervjuerna och enkätundersökningen med vad teoretikerna anser för att se om det överensstämmer med resultatet.</p><p> </p><p><strong>Resultat & slutsats: </strong>Vi tycker att det har varit ett intresseväckande arbete att följa Länsförsäkringarnas tillvägagånssätt om hur de bemöter kunderna och relationen till dem. Verksamheten är ledande inom försäkringar men befinner sig i en konkurrenskraftig marknad. Därför är det viktigt att omhänderta sina kunder, särskilt de kunder som idag är missnöjda och som troligtvis inte har orkat byta försäkringsbolag. Det är dessa kunder som kan föra vidare det dåliga ryktet om företaget till nya potentiella kunder. Vi anser att företaget har en bristande kundrelation, detta har bekräftats med empiriska studier och med den sekundäradata.</p><p><strong>Förslag till fortsatt forskning: </strong>Det finns många aspekter att analysera, som exempelvis; en djupgående studie om hur CRM implementeras och används av konkurrenterna (IF, Trygghansa och Folksam) samt i jämförelse med Länsförsäkringarna.</p><p> </p><p><strong>Uppsatsens bidrag:</strong> Detta arbete ger en verklighetssyn av Länsförsäkringarnas relationer till sina kunder och hur företaget skall förbättra detta samt utveckla personalens kompetens inom det berörda området.</p><p><strong> </strong></p><p><strong>Nyckelord och förkortningar: </strong>Lf = Länsförsäkringarna, Rm= Relationsmarknadsföring, Crm= Customer relationship management, Rm-tåget= Relationsmarknadsföringståget,</p><p>E-CRM= Electronic customer relationship management, Kundnöjdhet, Kundrelationer, Kundlojalitet</p> / <p><strong>Aim:</strong> The purpose of this essay is to ilustrate factors which influence customer relationship and how companies should improve and retain their customers.We want to show how an organized customer relationship can evoke. This essay is also an investigation which will bring out different variations of strategies and methods of customer relationship. This will also base on the customer experience. The most important thing is that the essay will give the readers answers on how the company Länsförsäkringarna can develop these strategies.</p><p><strong> </strong></p><p><strong>Method:</strong> We have chosen to use Primary data to increase the reliability threw interviews and questionnaire examination.We also used secondary data to provide support to the primary data.We compered the results from the interviews and questionnaire examination with professors and authors teories</p><p><strong> </strong></p><p><strong>Result and Conclusions</strong></p><p>We think that it has been an intresting work to follow Länsförsäkringarna strategies on how they aproach the customers and their relationship with them. Länsförsäkringarna are leaders in their business in insurance but their position in the market is very competitive. Therefore it is very important to take a good care of the cutomers, especially the customers who are not satisfied and don’t care to change to another incuranse company. They will surtenly spread a bad reputation about Länsförsäkringarna threw word of mouth to the new potential customers. In our opinion we think that Länsförsäkringarna have a bad relation to their customers and that have been confirmed by our empirical studies and with the help of secondary data.</p><p><strong> </strong></p><p><strong>Sugestion of future research </strong></p><p>There are many aspects to analyze, for example a deep going study about how to implement CRM and how it is used by competetors of Länsförsäkringarna, and also to compare the study with Länsförsäkringarna.</p><p> </p><p><strong>Contribution of the thesis</strong></p><p>This work gives a realitypicture of Länförsäkringarna:s relations to their customers and how the company shall develop their staff competence in customer relationship management.</p><p> </p><p><strong>Key words</strong></p><p>Lf = Länsförsäkringarna, Rm= Relationship marketing, Crm= Customer relationship management, Rm-tåget= Relationshipmarketing train,</p><p>E-CRM= Electronic customer relationship management, Customer satisfaction, Customer relationship, Customer loyalty</p>