This study’s aim is to examine how companies integrate their multiple CRM channels to enhance the relationships with the customers. A qualitative method was used and the collection of data was conducted from eleven interviews. The interviews were semi-structured with open-ended questions. The theory is written in three main themes; customer relationship management, channels of communication and multichannel integration. Empirical findings and the analysis also follows these themes. The study is ending with conclusions. What is affecting companies channel selection depends on what message companies want to send, but also whether if it is existing or new potential customers’ that are targeted. The geographical factor also influences the channel selection. Channel decision further depends on the size of the companies, if it is business to business or business to consumer and what kind of product the company is selling. More complex products require more personal interactions. How to successfully implement a multichannel integration strongly depends on the quality of data, an organizational common interpretation of customer relationship management, integration of information from all departments and that the company has an easy, yet powerful system for the accessible data. This study helps to give an understanding of how the multichannel integration is done in a business to business company with complex products. The study can be applied on other companies using a multichannel integration. It can help managers to understand the importance of the multichannel integration, how to succeed and other important factors for a successful multichannel integration. It also contributes to an understanding of the critical factors of the multichannel integration.  A framework with an alternative model of multichannel integration is presented. The study also presented that the process of multichannel integration is of great importance and emphasized by a leading company in the field of customer relationship management. This study therefore has succeeded in giving an easy, more powerful and greater picture of the multichannel integration, which is an important determined factor for building customer relationships. A figure (figure 10) is provided for other companies to use that are business to business with complex products. This study is a case study with a qualitative research approach, the studied company is a business to business company with complex products. The study is made from the company’s perspective. Future research can be conducted by studying multichannel integration from the customers’ perspective instead of the company’s perspective. The study could have been conducted on more than one company to compare the results, or on a business to consumer company instead of a business to business company. Studies on multichannel integration can also be interesting regarding companies that are selling less complicated products. Finally, studies can be conducted regarding the “information overflow” from social media.

Dans le contexte contemporain d’évolution rapide de la distribution et du e-commerce, la recherche s’inscrit dans le cadre d’une problématique générale articulée autour du thème de la distribution multicanal, et s’intéresse notamment au phénomène d’intégration en soulignant l’importance majeure d’une vision globale du management des différents canaux mobilisés par une entreprise. Circonscrite à une perspective BtoB, et positionnée du point de vue de l’entreprise, nous avons tenté de répondre cette question centrale : comment les entreprises industrielles de type multicanal doivent-elles intégrer leurs canaux de distribution ? Les réponses sont apportées par une étude de cas approfondie au sein de la société Nestlé France. D’une part, celle-ci a permis d’identifier et d’expliquer les facteurs exogènes et endogènes explicatifs du niveau d’intégration multicanal obtenu. D’autre part, la coordination relationnelle entre les services du département de la logistique, du commerce / marketing et du système d’information a émergé comme une dimension d’intégration multicanal souhaitable pour l’entreprise étudiée. La recherche souligne par ailleurs l’influence positive de l’intégration multicanal sur la performance perçue de l’entreprise, et identifie les défis à relever en termes d’estimation de l’impact de l’intégration. Il en ressort qu’il est probable que l’entreprise étudiée n’ambitionne pas d’atteindre le niveau d’intégration extrême des différents canaux de distribution. Il s’avère plus pertinent d’atteindre un niveau satisfaisant d’intégration et un point d’équilibre entre le trop et le trop peu d’intégration multicanal en renforçant les avantages actuels. / In the contemporary context of rapidly evolving distribution and e-commerce, this research investigates a general problem articulated around the topic of multichannel distribution. We are particularly interested in the phenomenon of multichannel integration and lay emphasis on the major significance of an overall vision when a company tries to manage its different distribution channels. While adopting a BtoB approach and a business management perspective, this academic work tries to address a central question: how can industrial companies integrate their multiple distribution channels? The answers are provided by a qualitative approach based on an in-depth case study in Nestlé France. The findings of this research suggest a series of endogenous and exogenous factors that influence the level of multichannel integration obtained by a company. Some of those factors, which are associated with the relational coordination across the logistics, marketing and information system departments, could be regarded as a strongly expected dimension for the company under study to establish the multichannel integration procedures. Furthermore, the adoption of multichannel integration appears to create a positive influence on the perceived performance of the company. Some challenges met in terms of estimating the impacts of integration are also identified. Finally, the results indicate that the studied company is probably not attempting to reach the extreme level of multichannel integration. It would be more interesting to reach a satisfactory level and find the point of balance between too much and not enough integration by reinforcing the current advantages of multichannel integration.

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