CRM är informationsproducerande informationssystem som används av organisationer för att registrera samt hantera information om tidigare, nuvarande och potentiella kunder. Kunderna kan enkelt hitta information, recensioner och priser hos konkurrenter vilket har stärkt konsumenternas förhandlingsstyrka. Det blir därför allt viktigare för företag att inte bara skaffa nya kunder, utan också attrahera befintliga kunder för återkommande affärer och hålla befintliga kunder nöjda. Organisationer behöver komma till insikt att en framgångsrik CRM-strategi ofta inkluderar omfattande förändringar och kräver därför mycket engagemang och planering. Anställda från alla områden såsom marknadsföring, försäljning och kundtjänst kan också behöva utbildas för att få ett konsekvent kundfokus som värdesätter kundservice och nöjdhet. Tidigare studier har undersökt hur CRM som informationssystem påverkar anställdas roller och aktiviteter i organisationer. Denna fallstudie undersöker förändring av arbetssystem, aktörsroller och aktiviteter vid utveckling av CRM samt faktorer som leder till förändring. En kvalitativ forskningsstrategi antogs som grundläggande metod för denna fallstudie. Det studerade fallet utgörs av en nordisk företagskoncern i småhusbranschen och empirin som fallstudien bygger på har samlats in via sju semistrukturerade intervjuer. Studiens resultat utifrån empiri och analys visar på att arbetssystem, aktörsroller och aktiviteter förändras vid utveckling av CRM. Stöd från ledning, anpassade utbildningar och viss grad av tvång var några faktorer som identifierades att ha stor påverkan på arbetssystem, aktörsroller och aktiviteter vid utveckling av CRM. / CRM is an information-producing information system used by organizations to register and manage information about past, present and potential customers. Customers can easily find information, reviews, and prices from competitors, which has strengthened consumers' bargaining power. It is therefore becoming increasingly important for companies to not only generate new customers, but also attract existing customers for recurring business and keep existing customers happy. Organizations need to realize that a successful CRM-strategy often involves extensive change and therefore requires a lot of commitment and planning. Employees from all areas such as marketing, sales and customer service may also need to be trained to have a consistent customer focus that values ​​customer service and satisfaction. Previous studies have examined how CRM as an information system affects employees' roles and activities in organizations. This case study examines changes in work systems, actor roles and activities in the development of CRM as well as factors that lead to change. A qualitative research strategy was adopted as the method for this case study. The case studied consists of a Nordic corporate group in the detached house industry and the empirical data on which the case study is based has been collected via seven semi-structured interviews. The results of the study based on empirical data and analysis show that work systems, actor roles and activities change in the development of a CRM. Support from management, adapted training and a certain degree of enforcement were some factors that were identified to have a major impact on work systems, actor roles and activities in the development of CRM.

Customer Relationship Management (CRM) which focuses on the relationship with customers has become more and more important in business management. CRM is a managerial system based on technological applications which can help companies to get competitive advantages. In our paper, we focus on the CRM in the Chinese context and our purpose is to identify important factors during the management of customer relationship in China. We have studied one of the largest Chinese Telecom companies.

Customer relationship is the theme across all segments. Its importance consists especially in building long-term relationships with customers. This master‘s thesis deals with customer relationship management using information system. The aim of the thesis is to analyse current CRM level in chosen company and to give the improvement proposals.

Social media in general and Instagram specifically has evolved quickly over time. Thanks to this, companies have taken the opportunity to get an easier access to a marketing segment that not only can give visible engagement that could enhance their marketing or branding, but also gives the users a communication channel that easily creates a relationship with the companies. This visible engagement is mostly measured in numbers regarding the amount of followers, likes and comments. What is controlling and/or affecting these numbers is studied by a quite new communicational field, in the wake of social media, its marketing and relational input. This study spreads some light over which elements that can see enhance, and weaken, this engagement regarding visual and textual factors. Through a content analysis method, the 30 latest Instagram posts of three companies within the sustainable area and with similar criterias, such as the amount of followers and having a personal webshop, were analysed. The content analysis result gave a heterogenic group of categories, that not only are distinguished by their different elements but also by the way the companies publish their posts. The genre of the companies (sustainability) is thereby not enough to give a homogenic answer to what creates a high engagement on Instagram, which a number of scientists have stated in previous studies. Social media engagement is thereby something that needs to be looked at even more to find what creates engagement.

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

Kommuner använder platsmarknadsföring för att attrahera och behålla medborgare vilket under senare år blivit mer aktuellt då konkurrensen mellan platser har ökat. Tidigare har städers platsmarknadsföring varit riktad mot att utveckla turism, men idag används strategin framförallt för att framhäva staden som en attraktiv plats för företag, och medborgare att leva i. Då det är viktigt för kommuner att ha en gynnsam befolkningsutveckling för att överleva, samt att få yngre individer att stanna inom kommunen, vilket bidrar till långsiktiga skatteintäkter. För att kommuner ska kunna utföra lyckade marknadsföringsstrategier är det viktigt att förstå medborgarnas behov och spegla det i marknadsföringen. Ovan nämnd fakta bidrog till avsikten med denna uppsats som var att beskriva och till viss del förklara hur platsmarknadsföring kan användas av en kommun för att behålla medborgare av Generation Y. Uppsatsens syfte var att uppnå en djupare förståelse för hur kommuner kan behålla Generation Y, där studiens forskningsfrågor utformades och kopplades till relevanta teorier inom forskningsområdet för att besvara studiens syfte. Genom en kvalitativ fallstudie genomfördes flertalet intervjuer med respondenter från Generation Y, vilket gav insikt till aspekter som Generation Y värdesätter inom en kommun. Studien fann att utbud, variation och tillgänglighet är centrala aspekter för att behålla medborgare. Där aspekterna nattliv, evenemang och offentliga transportförbindelser var mest önskvärda för Generation Y. Även möjligheten till delaktighet, och att kunna påverka beslut var centrala aspekter. Utifrån studiens resultat bör kommuner i större utsträckning sträva efter att skapa en relation med medborgare av Generation Y. Där kommuner involverar medborgarna så att de känner delaktighet och upplever att de kan påverka utvecklingen av kommunen de bor i, vilket ökar möjligheten till att behålla Generation Y. Studiens resultat kombinerat med bakomliggande teorier i ämnet påvisar relevansen av att kommuner behöver kunskap om vad Generation Y värdesätter, detta för att kunna utföra en passande marknadsföringsstrategi som behåller de som medborgare.

In the last decade, the ever increasing pressure of competition faced by businesses has led to the development of Customer Relationship Management (CRM). In short, CRM is the practice of integrating all aspects of business functions for dealing with customers, with the assistance of technology, and with the intention of boosting company profitability. CRM has been widely promoted as a critical contributor to business survival. However, the high failure rate of CRM projects has also attracted research attention and many factors have been discussed as contributing to the success or failure of CRM implementation. This research argues that CRM is not simply a software package or a computer program. CRM, instead, should be perceived as a strategic issue in order to realize its potential. In addition, this study also argues that CRM implementation is affected by organizational, strategic and cultural factors. In particular, this study was conducted within the context of Chinese small and medium-size enterprises (SMEs), with company size and culture as two major focuses in this study. SMEs were chosen as this segment has been overlooked in CRM study, yet it represents a great potential for growth in CRM adoption. Chinese culture was chosen as most of CRM studies have been conducted within a western cultural background. The Chinese culture has distinctive characteristics different from western culture, and this has strong influences on business operations. A quantitative method was adopted for this study and a mailed survey was used to collect data to examine the relevance of these factors within this context. Research participants were recruited using a systematic sampling technique through a comprehensive Chinese business directory. Results suggest that there are positive associations between a company's CRM implementation and its practice of organizational, strategic, and cultural issues. In particular, four organizational issues – organizational integration, executive commitment, system readiness, and resource availability; three strategic issues – vision, planning, and customer-centric culture; and one cultural issue – networking, have an impact on a company's CRM implementation.

Orientador: Luiz Henrique Antunes Rodrigues / Dissertação (mestrado) - Universidade Estadual de Campinas, Faculdade de Engenharia Agricola / Made available in DSpace on 2018-08-04T08:41:08Z (GMT). No. of bitstreams: 1 Denobile_Tatiana_M.pdf: 883481 bytes, checksum: 91043c7848e2f4e5a1a4799a10f51346 (MD5) Previous issue date: 2005 / Resumo: O objetivo deste trabalho foi o desenvolvimento de um Modelo de Gestão Estratégica com foco no cliente para a comercialização de produtos orgânicos por meio da venda direta. Este modelo foi desenvolvido por meio de um estudo de caso do Sítio Vila Yamaguishi de Jaguariúna ¿ SP e se baseou nas teorias da Inteligência Competitiva e da Gestão do Relacionamento com Cliente (CRM), contando também com o auxílio da tecnologia de Mineração de Dados para elaboração de um modelo de diferenciação dos perfis dos clientes, bem como para a descoberta dos hábitos de compra. No contexto da venda direta é muito importante que se conheça os hábitos e perfis dos clientes, pois cada um se configura como uma transação comercial, portanto, sua satisfação e o atendimento de suas necessidades pode representar a continuidade do negócio. Assim, por meio do modelo de diferenciação dos clientes foi possível detectar os clientes ativos e os não ativos, além de destacar os de maior valor para o negócio e, ainda, os que costumam comprar regularmente. Deste modo, foipossível também sugerir ações de comercialização de acordo com os perfis e hábitos descobertos. Por último, este trabalho visa ilustrar como dados internos de um negócio, quando bem trabalhados, são transformados em conhecimento que, juntamente com ações comerciais adequadas, podem se tornar uma ferramenta valiosa para aquisição de vantagens comerciais e competitivas / Abstract: The main objective of this research was to develop a Strategic Management Model with focus on customer to commercialize organic products by direct sales. It was based on Competitive Intelligence and Customer Relationship Management (CRM). Data Mining technology was used in order to elaborate a model of customer differentiation as well as to identify consumption habits. This research was developed by a study of case. It is very important to know the habits and the profile of each customer in the context of direct sales, once each client means one transaction. Therefore, their satisfaction and the response for their needs can mean the continuity of the business. This model allowed distinguishing which clients had been buying or not, which ones were more valuable to the business and also which of them had a regular frequency. Considering this scenery, it was possible to suggest commercialization actions according to the different profiles and habits discovered by the using of Data Mining technology. This study aimed to illustrate how internal data of a business can be transformed in knowledge by a planned way, which can become a valuable instrument in order to gain competitive and commercial advantages / Mestrado / Planejamento e Desenvolvimento Rural Sustentável / Mestre em Engenharia Agrícola

We address the task of mapping a given domain model (e.g., an industry-standard reference model) for a given domain (e.g., ERP), with the source code of an independently developed application in the same domain. This has applications in improving the understandability of an existing application, migrating it to a more flexible architecture, or integrating it with other related applications. We build on a previous approach, which uses relationships among source code elements for improving the precision of the mapping process. We extend this approach by considering relationships among domain model elements in addition to relationships among source code elements, and also by stating the mapping process as an optimization problem. We have implemented our approach, and compared it with the previous approach. We show that our approach gives significantly better precision as well as recall than the previous approach when applied on a real industry-standard domain model and an open-source application.

This thesis is focused on CRM solutions in small and medium-sized organizations with respect to the quality of their customer relationship. The main goal of this work is to design an optimal CRM solution in the environment of real organization. To achieve this goal it is necessary to understand the theoretical basis of several topics, such as organizations and their relationship with customers, CRM systems, their features and trends. On the basis of these theoretical topics it is possible to analyze current CRM solution in the organization. From the data obtained by the methods of observation and controlled interview it was possible to prepare a design for optimal CRM solution. This optimal solution comes also from user and organization requirements. The optimal CRM solution saves time and costs associated with current CRM solution and replaces existing and ineffective CRM tools.