Date:                  2009-05-27 Level:                 Master Thesis in International Business and Entrepreneurship, 15 ECTS Institution:        School of Sustainable Development of Society and Technology, Mälardalen University   Title:                  The Implementation of Customer Relationship Management (CRM) in the Automotive Industry   Supervisor:       Peter Ekman Research           Exploiting the stages of CRM implementation and looking into the obstacles faced Issue:                 during the deployment in order to recommend efficient usage of CRM.  Purpose:            The study aims to investigate how to implement Customer Relationship Management in the companies of the automotive industry and through the analysis of the CRM practices of these companies, to introduce how similar companies can achieve efficient usage of CRM as a business tool. Methodology:  The thesis relies on a case study approach using different types of interviews and observation.   Conclusions:     CRM is a never-ending process and needs to be managed step by step in      manageable chunks in order to be successful. The CRM implementation requires the creation of a vision which is communicated by management and carried out by employees through a well chosen CRM software in order to achieve business benefits.   Keywords:        CRM, implementation of CRM, CRM process

The author of this report has created a Web-based invoice system and CRM at therequest of the company Webhouse.se. The purpose of the System is to makeeveryday tasks in the company easier. The system also needed to prevent mistakesand errors by managing orders and invoices.The system has been created with the company’s requests in focus. During thedevelopment of the system information security and interaction design have beenimportant aspects that have been taken into consideration.The system has been created using techniques such as PHP and MYSQL. Theinterface of the system has been created using HTML and CSS. During thedevelopment the student used different tools and software to aid the process.This work resulted in a system that supports the needs of Webhouse.se bymanaging invoices and making sure that clients get an invoice for the services theyhave bought.The process of developing the system has increased the knowledge of the studentand helped gaining valuable experience. It also helped the student to test his knowledge after three years of studies. / Genom detta arbete har ett webbaserat CRM och fakturahanteringssystem skapatspå begäran av Webhouse.se. Systemets syfte är att underlätta det dagliga arbetetför anställda och förhindra fel genom att hantera order och fakturor på etteffektivt sätt. Systemet ska se till att fakturor faktureras i tid, att säljare kan sparanya order och att all information finns samlad på en plats.Systemet har skapats med Webhouse.se’s krav i fokus. Utöver kraven harinformationssäkerhet och interaktionsdesign varit viktiga aspekter av arbetet.Systemet skapades i språket PHP med en MYSQL databas. Till de grafiska delarnaanvändes HTML och CSS. Till sin hjälp hade studenten olika programvaror ochverktyg som Adobe Dreamweaver, Photoshop och XAMPP.Resultatet av arbetet är ett webbaserat CRM och fakturahanteringssystem som sertill att fakturor skickas ut i tid och att säljare på företaget lättare kan göra sitt jobb.Systemet samlar all information på ett ställe och gör det därför lättare för en administratör att få en översikt.

SAMMANFATTNING Sammanslagningar och förvärv bland företag är något som är vanligt i dagens konkurrenskraftiga marknad. När företag överväger sammanslagningar och förvärv är nästa stora steg att integrera företagen, för att på så vis bli en gemensam enhet. En viktig process i detta steg är hanteringen och integreringen av företagens olika informationssystem, vilket benämns som systemintegration. En viktig del av informationssystemen är den del som behandlar kundrelationer, vilket benämns som Customer Relationship Management (CRM). Användandet av CRM-system har på senare tid ökat, men är ändå ett område där lite fokus riktats i kombination med sammanslagningar och förvärv. I denna studie kommer vi därför undersöka: “Hur integreras Customer Relationship Management i informationssystem vid sammanslagningar och förvärv?” Syftet med denna studie är att med utgångspunkt från teorier kring systemintegration, relationsmarknadsföring och värdeskapande identifiera vilka effekter i både positiv och negativ bemärkning sammanslagningar och förvärv kan ge upphov till hos företag när de integrerar CRM-system. Genom en kvalitativ studie har vi intervjuat sju olika företag inom IT-branschen och identifierat hur dessa företag gått tillväga för att därefter bidra med praktiska rekommendationer till företag som överväger en sammanslagning eller ett förvärv. Studien har både en deduktiv och induktiv ansats. Teorier använder vi som utgångspunkt vilket indikerar deduktiv ansats, aspekten av induktiv ansats i vår studie är vi uppmärksammade att det fanns alldeles för lite forskning angående hur CRM integreras vid sammanslagningar och förvärv, och därför vill vi med vår studie tillföra ytterligare information inom detta område. Resultatet av studien visar att majoriteten av företagen lämnar integreringen av CRM till ett senare skede av integrationsprocessen. Vår undersökning tyder även på att en anledning till detta är att företag prioriterar att integrera andra system så som lönesystem och ekonomisystemen före CRM-systemen. Ytterligare en anledning är att företag är försiktiga på grund av en rädsla för att något ska gå fel. Studien tyder även på att integrationen av CRM-system skapar flera positiva effekter för företag när de genomgår sammanslagningar eller förvärv. Synergieffekter skapas eftersom det öppnar sig en möjlighet att kunna utbyta kundkontakter och erfarenheter emellan företagen när de använder samma system. För kunderna kan en sammanslagning eller ett förvärv av företag och dess CRM innebära tillgång till fler tjänster eller produkter, vilket är värdeskapande. Ytterligare en positiv faktor som studien har kommit fram till är att överföringen av kundinformation mellan CRM-system är relativt enkel med dagens moderna system. Studiens analys tyder även på att integrationen av CRM-system vid sammanslagningar och förvärv dessutom kan bidra med negativa effekter för företag. En del kunder kan ogilla förändringar och känna en oro och negativitet vid sammanslagningarnas och förvärvens början, vilket kan påverka relationen med företagen. Ytterligare en negativ effekt är att företag vanligtvis har för höga ambitionsmål. Detta kan skapa problem och göra att integreringar misslyckas i form av att företag inte uppnår de resultat som de vill. Andra problem som är vanliga är att CRM-systemen inte används på rätt sätt eller tillräckligt mycket av användarna för att ge det resultat som eftersträvas.

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For the globalization competition, high-speed progress of new technology and science etc., the environment of enterprises operation is fast changing now, in the face of so fast environmental changes, propose and implement effective organizational changes activities only, it is crucial to enterprises survival and continuous growth. By the practice of organizational changes, change activities could be separated into several types, like manufacturing management related, or organizational structure related etc., and CRM belong to marketing function related. Recently, for meet the various demands from customer, enterprises begin to pay attention on customer relationship management, and CRM becomes one of the change activities that the business circles make earnest efforts to promote. In different organizational changes activities, what is the Human Resources Department positioning and role? and how to help enterprises to reach the goal of change activities? That is the Human Resources Department and staff member must pay attention to for now . This research makes use of one case that enterprise implement CRM activity, to study the role of Human Resources Department and the relevant activities in CRM and other organizational changes activities in enterprises, the main conclusions are as follows: 1. When the Human Resources Department facing the change activities in enterprises, it must jump and take off the myth of that HR must be the ¡¥change agent¡¦, it should recognize and understand what¡¦s the limitation of itself, then getting more careful to choose and act the correct role. 2. In enterprises changes activities, if Human Resources Department can not to be the change agent, then it should act the role of key support, assistance and communicating, besides, it should initiate and conduct the related project in its own department to feedback and echoed the organizational changes activities.

Abstract Experienced the 1997 Asian financial crisis and the economic recession in Europe and the United States, the international banking industry generally believe that personal credit is more able to withstand the test of the economic cycle than company credit. Mean while, as the interest rate differentials continued to reduce, the company loan business is no longer contributed good profit, the commercial banks are forced to develop a variety of both the interest rate differentials and non-interest rate differentials business in the personal financial services in order to increase the diversification of the income. In today's M-based society trend, the growth of personal wealth and financial needs of individual customers have brought sustainable development for the commercial banks by providing a stable market and earnings, in addition to the widely use of the network of information technology, as well as the merger of the financial industry, have expanded the personal financial services space, and enhanced the personal financial services revenue comparison. It can be said that personal financial business is very important for the domestic banks. In consolidating the foundation of the traditional business, the domestic commercial banks start to focus on the new service areas, new service varieties, new benefit growth related service (such as personal financial management, personal consumer loans, housing loans, fund agent and so on) as the development priorities. At the same time, generally increase the personal finance center, finance department stores, financial services center as the main focus to meet medium high end customer demand in the operation layout. Since the government opened 16 new banks in 1991, the financial markets become over competitive, resulting in too many banks fight for the same market. Along with the ever-changing international economic situation, the domestic economy is suffered a long-term downturn, the industry's operating environment is getting worse everyday. Under these circumstances, how to build up good customer relationship and differentiate from the competitors are the immediate tasks for the domestic banks. Customer Relationship Management is the art of modern management science and advance information technology, is the business to re-establish a ¡§customer-centric¡¨ development strategy, and base on this, develops all business processes including judgments¡Bchoice¡Bcompetition¡Bdevelopment and maintaining customers. From the beginning of the establishment of customer database, including records of contact interaction¡Bthe customer basic information for further analysis with the use of analytical tools, in view of ¡§sections¡¨ contribution factors to distinguish customer base, the use of different services and products to meet the needs and establish long-term good relations. By providing tailored services under the premise that privacy is not infringed, finally measure with the relevant indicators to see if it achieves the effective customer management objectives. Customer relationship management of commercial banks as a new management model, is an advanced concept of development strategy and operational performance, but also a new kind of business model and management practice; also directly reflected in the means of modern information technology, including business operations¡Bcustomer information and data analysis as the main contents of the software and hardware systems, it is an unified technology platform and information service system for the bank to operate activities with the customers in full contact¡Bfull-service under the highly digitization, information technology, electronics and automation conditions. This research plans to utilize customer demand end and the bank execution end, through a variety of different asset size customers and different types of banks, to do in-depth interviews to understand customer expectations for the serviced-bank and the banks direction & correctness in customer relationship management. Interviewees including the industry (5), science (1), consumers (9), each with in-depth interviews to collect data analysis.

In this master thesis a prototype application is developed to help decision makers analyze data and present it so that decision makers can make business decisions more easily. The application consists of a client application, a cloud service, and a Microsoft Dynamics CRM system. The client application is developed as a Windows Store App, and the cloud service is developed as a web application using ASP.NET Web API. From the client users can connect to the cloud service by providing a set of user credentials. These credentials are then used against the users Microsoft Dynamics CRM server to retrieve business data. Data is modeled in a component on the cloud service to useful information defined by key performance indicators. The user's hierarchical organization structure is also replicated in the cloud service to enable users to drill-down forward and backward between organizational units and view their key performance indicators. These key performance indicators are finally returned to the client and presented on a dashboard using interactive charts

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Past studies have talked about the impact of leadership or impact of culture on implementation of Customer Relationship Management (CRM) systems. Implementation of CRM is considered as a change process and most authors agree that leadership and culture play an important role in change projects. However, past research does not look at the combined impact of leadership and culture on implementation of CRM and also, how leadership and culture affect each other. Leaders are argued to be the architects as well as the products of organisational culture and hence understanding of their relationship is critical to develop leadership approaches for the implementation of CRM in different contexts. This study aims to explore how CRM implementation is impacted by the organisational culture and leadership in Saudi Arabian organisations. Three companies, Company (A), Company (B) and Company (C) were used as case studies. Data as collected using semi structured interviews. This thesis finds that leadership plays a very critical role in implementation of CRM in Saudi Arabia especially because leadership has the capability to influence culture as well, especially in high power distance societies like Saudi Arabia. Findings from case study organisations indicate that leaders adopted transactional and autocratic leadership styles in implementation of CRM. These leadership styles have resulted in a number of problems in coordination, communication and implementation of CRM as well as low levels of interaction between top management and the employees working at the front end. This study finds that an autocratic leadership style negatively influences customers’ experience in customer-oriented industries. Moreover, organisational culture plays an important role in implementation of CRM system. It shapes how employees interact with each other and how they interact with their superiors and subordinates and guides employees about what to do and what not to do, including practices, values, and assumptions about their work. This study also found that organisational culture plays an important role in planning implementation and effectiveness of CRM systems in organisations. If there is a mismatch between organisational culture and an information system, it can lead to a number of problems such as delays in offering services to customers.

Gotlands Slagteri är ett företag som bedriver produktion av kött och charkvaror. Verksamheten bygger på långsiktiga relationer mellan såväl leverantörer som kunder, och som vilken relation som helst krävs omtanke och underhållsarbete för att de skall kvarstå. Syftet med den här studien är att titta på Gotlands Slagteris leverantörsrelationer och göra en utomstående bedömning för slakteriets räkning, samt att se om dokumentationshanteringen av leverantörerna kan förbättras. Syftet mynnar följaktligen ut i tre frågeställningar; Hur ser nuläget av relationen mellan Gotlands Slagteri och deras leverantörer ut? Vilken leverantörsinformation önskas av Gotlands Slagteri i framtiden? Är CRM-system ett lämpligt alternativ för Gotlands Slagteri att dokumentera information i och hur kan det tillämpas? Metodiken som använts för införskaffande av data har primärt bestått av intervjuer, både med leverantörer och personal vid Gotlands Slagteri. Studiens frågeställningar resulterar i att relationerna över lag ser bra ut. Det viktigaste för leverantörerna visar sig vara att avräkningspriserna per djur inte är för låga. Studien resulterar också i att slakteriet inte nödvändigtvis är ute efter någon ny information angående leverantörer i framtiden, men att det istället går att utöka leverantörers redan befintliga uppgifter genom att integrera annan sparad information. Vid integrering av vederbörande uppgifter talar resultatet även för att CRM-system är lämpligt vid framtida dokumentation för leverantörsuppgifter. Återstående för slakteriet är att avgöra vilken typ av CRM-system som ter sig bäst lämpat, men studiens rekommendation är att satsa på ett egenutvecklat system. Initialt kan systemet implementeras vid inköpsavdelningen som ett slags pilotprojekt för att därifrån expandera programmets funktioner till att även stödja andra avdelningar i verksamheten. / Gotlands Slagteri is a butchery which produces meat and charcuterie. The company is dependent on long term relationships with suppliers as well as customers, and just as in any relationship it is nurtured by tender and care. The purpose of this study is to identify the relationship with the suppliers and see what could be improved upon. In this case, the improvement regards the company’s way of handling information about suppliers, which in turn generate the following questions; does any further information regarding suppliers, valuable enough to be documented exist? How could present information be stored? The information procured attempts to answer what makes suppliers supply to Gotlands Slagteri as well as what the viewpoint of other butcheries is. Via a literature study CRM is proposed as a possible solution and is backed up by a benchmark of what similar companies do (HKScan, KLS, Hälsingestintan). CRM systems turn out to be a recurrent option and could be procured either by buying an already existing product or be developed on your own. The study concludes in there not necessarily being anything new to add as far as information per supplier go, but instead point to the fact that there are some already existing data which potentially could add individual value. Beyond that the study show that CRM could make a strong case as a future feature. The one thing reaming is for Gotlands Slagteri to determine which CRM-system would make the better fit.