En effektiv användning av CRM-system reducerar avstånden mellan kund och verksamhet, samt bidrar till ökad kundlojalitet, god service och bättre insamling av data och information. CRM-system är ett komplext helhetskoncept som kräver integration mellan hårdvara, mjukvara, människor och data. För att systemet ska fungera effektivt kräver det en nära relation mellan systemet och verksamheters affärsprocesser som vid implementering av CRM behöver förändras och utvecklas. Sedan 1990-talet har det varit en ökad efterfrågan på denna typ av system och fler verksamheter önskar investera i CRM-system för att skapa sig en konkurrenskraftig position på marknaden. Trots denna ökning har tidigare forskning visat att flera verksamheter misslyckas med investeringen och att systemet inte uppnår de mål och förväntningar som verksamheten har. En av orsakerna till att systemet misslyckas har visat sig vara brist på processförändring i samband med CRM-implementering. I denna studie undersöker vi vad CRM-system är och vilka fördelar systemet kan generera, samt vilken betydelse processförändringsarbetet har på verksamhetens utveckling och CRM-implementering. Utifrån empirisk data presenteras den relation som verksamheter har till processförändring i samband med införande av CRM, hur arbetet skiljer sig mellan verksamheter och i vilken utsträckning de arbetar med förändringen. Undersökningens resultat visar hur arbetet med processförändring kan påverka CRM- investeringen. Vi vill med detta arbete uppmärksamma verksamheter som investerar i CRM eller som idag är i behov av att förändra eller utveckla systemet, att i högre grad arbeta med processförändring i samband med CRM-implementation.

The increasing globalization has lead companies to venture into new areas of business, and thereby new markets. When entering a new market, it is important to gain market knowledge to be able to satisfy the customers’ needs. Companies are no longer competing only with products and services; they are also striving to increase their competitive advantage by improving the processes that ultimately deliver the result. In order to obtain competitive advantages, designing business processes to meet the needs of the customers is therefore vital for companies to succeed. Entries into new markets may therefore require adaption to new customers in order to sustain the purpose of the processes. For a telecommunications company venturing into the market of Public Safety, changing preconditions for customers are inevitable, why companies must be aware of changes in the customer’s needs and requirements. When preconditions are changed in this sense, adaptions to the supplier’s sales process might be necessary in order to enable building a relationship between the supplier and the customer. The aim of this study is therefore to establish how companies active in the telecommunications industry can adapt their sales process to new customer requirements and needs when entering the market of Public Safety. This to address the issues that may arise when the established sales process is no longer suited to new customers’ needs and requirements. The thesis is based on a case study at a global telecommunications company, which recently entered the Public Safety market. To create a greater understanding of subjects and findings presented in the report, a literature review touching on the structure of the sales process as well as the preconditions surrounding public procurement is presented. To further create an understanding of the case company’s sales process, nine in-depth interviews were conducted with employees active in the process. In order to draw conclusions on how the sales process should be adapted to Public Safety, five in-depth interviews with customers were conducted. Through analysis, seven underlying needs of the customers could be identified. Further analysis has focused on whether the case company fulfills these needs and aimed to identify gaps between the sales process and the customers’ procurement process. Based on the analysis, recommendations for companies who are entering markets where the customers have similar needs were formulated. One major conclusion of this thesis is that customers within the Public Safety market value traits in a supplier that are not specified as requirements in the formal tender documents. Furthermore, the conclusions expand on these traits and touches on their impact on the customer’s assessment of the supplier. The conclusions also connect the findings of the study to the theory presented, consequently emphasizing how companies should adapt their sales processes to better meet the customer needs. / <p>Validerat; 20160629 (global_studentproject_submitter)</p>

Syftet med den här studien var att undersöka möjligheten till hälsofrämjande insatser under Covid-19 pandemin i tre regioner i Sverige. Studien var en kvalitativ explorativ intervjustudie. Studien baseras på strategiskt urval och antalet i urvalet blev totalt fem informanter, vilket var strateger från tre regioner i Sverige. Vid datainsamling användes semi-strukturerade intervjuer som genomfördes digitalt och med en frågeguide. Innehållsanalys användes för att analysera materialet. Huvudresultatet i studien visade att strategerna har upplevt förändring i arbetssättet under pandemin. Strategerna upplevde att de har haft stöd i organisationen. De har uppfattat att intresset för frågor om folkhälsa har ökat. Deras synsätt på hälsofrämjande arbete uppfattade strategerna för egen del varit oföränderlig, då det har varit lika viktigt med det hälsofrämjande. Strategerna upplevde stundvis att de har varit beroende av att verksamheterna runt om varit i gång under pandemin, inför samverkan. I det fall där samverkanspartners varit tvungna att omprioritera arbetena har detta resulterat i att samverkan försämrades.  Slutsatsen är att strategerna uppfattade begränsning i vad som kunde göras under pandemin. Strukturen i sättet regionerna arbetar med insatser och samverkan uppfattades vara detsamma som innan pandemin. De uppfattade att samverkan kunde utvecklas till det sämre, när parter runt om varit tvungna att prioritera om på grund av pandemin. / The aim of this study was to examine the possibilities to health promotion efforts during the Covid-19 pandemic in three regions in Sweden. This study was a qualitative exploratory interview study. The data in this study were gathered through purposeful sampling, the sample contained five strategists from three regions in Sweden. The study’s data collection method was semi-structured interviews with an interview guide. To analyze the data, content analysis was used. The results of this study showed that the strategists experienced a change in working methods during the pandemic. During the pandemic, the strategists experienced that they had support from their management. Interest in public health and health promotion was perceived to have increased during the Covid-19 pandemic. The strategists' approach to health promotion work was perceived as unchanged. With regards to collaboration, the strategists perceived that in some cases they have been dependent on other actors around them, and their possibilities to continue their collaborative work during the pandemic. When this was not possible, it was perceived that collaboration deteriorated. The conclusion was that a limitation was expressed in which health-promoting initiatives could be implemented. The structure for efforts and collaboration was perceived to be unchanged. Collaboration deteriorated when different actors were unable to implement interventions and activities due to the pandemic.