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.

Syfte: Syftet med studien är att undersöka och analysera hur företag implementerar CRM i avsikt att identifiera de bakomliggande faktorerna till att företag misslyckas med en CRM implementering. Teorier: CRM som process, Implementeringsstrategier, Implementeringsmodell Metod: Kvalitativ studie som består av fyra semi-strukturerade intervjuer med olika företag. Empiri: Består av fyra intervjuer med CRM-ansvariga från respektive företag Slutsats: Om företaget förstår och tar hänsyn till alla faser i CRM implementering, och generellt anser att alla faser är lika viktiga då alla delar går ihop, leder detta till en lyckad CRM implementering. De bakomliggande faktorerna till ett misslyckat CRM-implementering är i stort sett att företagen anser att en fas är viktigare än en annan fas, vilket leder till att företaget ned prioriterar andra faser som är väsentliga vid en implementering av CRM. / Purpose: The aim of this study is to examine and analyse how companies implement CRM in order to identify the underlying factors that companies fail a CRM implementation. Theories: CRM process, Implementation Strategies, Implementation Model Method: A qualitative study consisting of four semi-structured interviews with different companies. Data: Consists of four interviews with CRM managers from each company Conclusion: If the company understands and takes into account all stages of CRM implementation, and generally believe that all phases are equally important when all the parts come together, this leads to a successful CRM implementation. The underlying factors for a failed CRM implementation is basically that firms believe that a phase is more important than another phase, leading to the company down prioritize other phases that are essential when implementing CRM.

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.

Företag befinner sig i en konkurrenskraftig värld och för att lyckas överleva måste de ta hand om sina befintliga kunder såväl som attrahera nya. Med hjälp av dagens teknologi, har företag möjlighet att lagra information om sina kunder och kan därför få en ökad förståelse för kunders beteende och önskemål. CRM-system (Customer Relationship Management-system) är ett hjälpmedel i detta arbete och har därför blivit en prioriterad investering för företag då kunder betraktas som dess viktigaste tillgång. CRM-system är en kostsam investering, samtidigt som chansen för att misslyckas vid implementering är stor. Därför är det av stor vikt för företag att efter implementeringen kunna hantera, använda och ha förståelse för CRMsystemets olika funktioner för att lyckas stärka kundrelationer och erhålla tänkta fördelar som systemet syftar till. Studien tillämpar kvalitativa undersökningstekniker där ett fallföretag har undersökts genom intervjuer. Syftet med studien är att undersöka användningen av ett CRM-system för att komma fram till hur denna stödjer organisationen och dess kundrelationer. Utifrån litteraturstudien identifieras funktioner och användningsområden i ett CRM-system, vilket skapar underlag för den empiriska undersökningen. Studiens slutsats innehåller rekommendationer kring användning av CRM-system för att stödja kundrelationer. Rekommendationerna riktas till företag som använder CRM-system eller befinner sig i processen om att införa ett sådant. / Companies are in a competitive world and to manage to survive, they must take care of their existing customers as well as attract new ones. With the help of today's technology, companies have the ability to store information about their customers and can therefore have a greater understanding of customer behavior and preferences. CRM (Customer Relationship Management) system is an aid in this work and has therefore become a priority investment for companies as customers regarded as their most important asset. CRM-systems are a costly investment, while the chance of failure in the implementation is large. Therefore it is of great importance for companies to handle, use, and have an understanding of the CRM-system's various functions to manage to strengthen customer relationships and obtain prospective benefits that the system is aimed at. The study applies qualitative survey techniques where a company has been investigated through interviews. The purpose of this study is to investigate the use of a CRM-system to find out how this supports the organization and its customer relationships. Based on the literature review we identified features of a CRM system, which creates a basis for the empirical study. The study's conclusion contains recommendations about the use of CRMsystems to support customer relationships. The recommendations are addressed to companies using CRM-systems or to companies that are in the process of introducing such a system.

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.

En framgångsrik CRM-strategi inkluderar ofta omfattande förändringar och kräver där­för mycket engagemang och planering. CRM-system kan påverka organisationers former och mekanismer för kontroll där kontrollen exempelvis kan utgöras av verbala direktiv direkt från en överordnad till en underordnad, nedskrivna regler eller genom ett upplevt grupptryck. Intressekonflikter inom organisationer kan även komplicera organisatoriska kontrollprocesser. Tidigare studier inom forskningsområdet har identifierat ett gap i stu­dier som undersökt hur kombinationer av organisatoriska kontrollformer utformas i samband med arbete kring informationssystem. Antalet studier som har undersökt utö­vande av organisato­risk kontroll i samband med CRM-system är få och har påvisat ett behov av ytterligare förståelse för fenomenet i nya kontexter. I syfte att fylla dessa gap i forskningen under­söker denna fallstudie hur former och mekanismer av organisatorisk kontroll påverkas av CRM-system inom kundhantering- och försäljningsprocesser i en svensk organisation verksam inom fastighetsbranschen. En kvalitativ forskningsstrategi antogs som grund­läggande metod för denna fallstudie med semistrukturerade inter­vjuer som den huvud­sakliga datainsamlingsmetoden. Studiens resultat visar att CRM-system bidrar till en effektivare självkontroll. Studien visar också att organi­sationens starka värde­grund bidrar till att behovet av en aktiv tillsyn över kundhantering är låg i organi­sationen. Informella kontrollformer används mer än formella kontrollfor­mer och organi­sationens undersökta delar förlitar sig starkt på klankontroll som den främsta for­men av organisatorisk kontroll. / A successful CRM strategy often involves extensive changes and therefore requires a lot of commitment and planning. CRM systems can affect organizations' forms and mecha­nisms of control, where control can, for example, consist of verbal directives directly from a superior to a subordinate, written rules or through a perceived peer pressure. Conflicts of interest within organizations can also complicate organizational control pro­cesses. Previous studies in the research area have identified a gap in research that ex­amines how organizational control modes are combined in association with work re­lated to information systems. The number of studies that have examined the exercise of organizational control in rela­tion to CRM systems is few and has demonstrated a need for further understanding of the phenomenon in new contexts. To fill these gaps in the research, this case study ex­amines how forms and mechanisms of organizational con­trol are affected by CRM sys­tems in customer management and sales processes in a Swedish organization active in the real estate industry. A qualitative research strategy was adopted as the main method for this case study with semi-structured interviews as the main data collection method. The results of the study show that CRM systems con­tribute to more effective self-control. The study also shows that the organization's strong values ​​decreased the need for active supervision of customer management in the organization. Informal modes of control were more central than formal modes of con­trol and the surveyed parts of the organization rely heavily on clan control as the main form of organizational control.

Title: How companies handle eCRM via social media depending on company size Level: Student thesis, final assignment for Bachelor Degree in Business Administration Author: Din Jahic & Robin Issa Supervisor: Michelle Rydback Date: 2022 - May 25th Aim: The aim is to increase understanding of how companies handle e-customer relationship management (eCRM) via social media, and to investigate whether size affects companies' strategies. Method: In this essay, a qualitative research approach is applied where the empirical material is collected through a multiple-case study. This multiple case study consisted of six companies where half of them were counted as large companies and the other half as small companies. A total of six semi-structured interviews were conducted with respondents in three different industries; the retail industry, the restaurant industry and the grocery industry. Results & Conclusions: The results of the study shows that the most used marketing strategies were "Social Content" and "Social Monitoring". The smaller companies mostly used "Social Content", as it was the most suitable option in terms of resource capacity. Furthermore, it is concluded that larger companies dominate "Social Monitoring". The final result shows that larger companies with more resources have a more systematic customer relationship management. Contributions of the thesis: This thesis has contributed to companies being able to obtain information regarding marketing strategies and customer relationship management via social media, as well as the implementation of concepts that are suitable for the company's size and resources. Suggestions for future research: A future area of research may be to carry out similar studies with other criterias. For example, only interviewing digital stores, as the approaches are different in comparison with physical stores. The interesting contribution would then be to investigate how digital stores proceed with marketing activities and customer relationship management, as opposed to physical stores. Key words: Customer Relationship Management (CRM) · electronic Customer Relationship Management (eCRM) · Social media · Social Media Marketing Strategy · Marketing Strategy

Efterfrågan på kundrelationshanteringssystem (CRM) ökar. Samtidigt ökar komplexiteten och osäkerheten kring implementering avinformationssystem. Det finns behov att komplettera befintlig litteratur, då nästan 65% av alla CRM-implementeringsprojekt misslyckas trots att framsteg har gjorts. Studien har identifierat tidigare kända utmaningar vid implementering av CRM i organisationer inom tre CRM-områdena människor, processer och teknik. Detta ska i sin tur besvara frågeställningen: “Vilka utmaningar finns vid implementering av CRM?" Frågeställningen besvarades utifrån CSF-perspektiv. I studien tillämpas kvalitativa undersökningstekniker för att besvara frågan. Frågan har undersökts med hjälp av semistrukturerade intervjuer och resultatet analyseras med hjälp av en litteraturstyrd tematisk analys. Studiens resultat styrker tidigare litteratur om utmaningar men har också identifierat nya utmaningar. / The demand for Customer Relationship Management (CRM) is increasing.Simultaneously, the complexity and uncertainty surroundinginformationssystem implementation are also increasing. There is a need tocomplement existing literature because almost 65% of all CRMimplementation projects fail, despite progress being made.This study has identified recognized challenges in CRM implementationacross the three CRM areas: people, processes, and technology. This in turn,seeks to answer the question: "What are the challenges when implementingCRM?”.The study applies qualitative research techniques to answer the question.The question has been investigated with the help of semi-structuredinterviews and the results are analyzed using bottom-up thematic analysis.The study’s result reveals identified challenges.

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.