Abstract As the business complexity, number of customers continues to grow and customers evolve into multinational organisations that operate across borders, many companies are faced with great challenges in the way they manage their customer data. In today’s business, a single customer may have a relationship with several entities of an organisation, which means that the customer data is collected through different channels. One customer may be described in different ways by each entity, which makes it difficult to obtain a unified view of the customer. In companies where there are several sources of data and the data is distributed to several systems, data environments become heterogenic. In this state, customer data is often incomplete, inaccurate and inconsistent throughout the company. This thesis aims to study how organisations with heterogeneous customer data sources implement the Master Data Management (MDM) concept to achieve and maintain high customer data quality. The purpose is to provide recommendations for how to achieve successful customer data management using MDM based on existing literature related to the topic and an interview-based empirical study. Successful customer data management is more of an organisational issue than a technological one and requires a top-down approach in order to develop a common strategy for an organisation’s customer data management. Proper central assessment and maintenance processes that can be adjusted according to the entities’ needs must be in place. Responsibilities for the maintenance of customer data should be delegated to several levels of an organisation in order to better manage customer data.

The main objective of this thesis is to provide the management of a company with a self- contained view on problems associated with the Contact Management as one component of the implementation of Customer Relationship Management (CRM). The thesis is primarily drawn from internet sources in order to obtain the most realistic and accurate view of given problems. The introductory part of this thesis focuses on an analysis of the areas that affect the success of the implementation of Contact Management. It highlights problems with the quality of data in companies, introduces the contributions of business architecture, and the concept of a single customer view within a company. The following part of the thesis focuses on problems involving the integration of data within a company and analyzes the problem areas concerned with the implementation of a uniform integration platform. The main part of the thesis focuses primarily on the return of investment from an application operating Contact Management and also from an active data warehouse as one of the possible solutions for the implementation of Contact Management. The thesis provides a detailed view of the classification of costs and benefits, which is necessary for relevant analysis. Together with a view on the return of investment, the thesis also analyses the design of systems for the management of the active data warehouse. The final part of the thesis focuses on problems with the implementation of householding as one part of Contact Management. This explains a possible way to implement householding within a company. The main contribution of this thesis is, firstly, to develop an overall view of the problems of Contact Management and, secondly, to provide the management of a company with information which is necessary for appropriate decisions about the solution that will radically affect the success of the entire company.

The present thesis aims to investigate students’ willingness to share customer data in the fashion e-commerce. Special attention is given to the way trust, benefits and law regulations are discussed in this context. An inductive approach was applied utilizing focus group discussions. The goal of the empirical study was to gain insights in the way students argue about customer data and which feelings are involved. The study highlights findings in the key areas trust, benefits and law regulations. A shift of customer trust from brands to recommendations could be observed. In terms of benefits, focus group participants tend to choose value exchange over traditional rewards. Findings regarding law regulations suggest that the General Data Protection Regulation of the European Union can provide control of customer data but no security. Furthermore, consumer behavior plays an important role when it comes to data sharing attitudes. The experiences and observations of the participants may not be applicable to other studies. Furthermore, the study findings are bounded to the European Union. The findings suggest that trust, benefits and law regulations can influence students’ willingness to share customer data in the fashion e-commerce. The study is unique of its kind as it investigates the willingness to share customer data with the focus on students and fashion e-commerce. Hence, this research paper fills a gap in scientific literature and is valuable for businesses operating in the fashion e-commerce.

This multiple case study focuses on the customer relationship management (CRM) processes and the management of customer data within two international business-to-business (B2B) companies based in the southern parts of Sweden.  This study explores and compares these companies’ approaches to CRM in today’s era of social media and the General Data Protection Regulation (GDPR). A qualitative research method in the form of 12 semi-structured interviews were conducted and later analyzed through coding using grounded theory.   The findings of this study show that the companies studied work in both different and similar ways when it comes to CRM, with one having recently implemented a new CRM system while the other relies on their enterprise resource (ERP) system for the same purposes. Neither company are proactively using social media and although both companies have taken action to adapt to the new rules set by the GDPR, neither seem to know exactly how it works. Through its theoretical-, managerial-, as well as social policy implications, this study contributes to the existing research on CRM in a B2B context by providing a contemporary perspective which takes into account the influence of social media and the GDPR.

Abstract To probe deeply into the Customer Relationship Management strategy and operation flow of life Insurance. - ex. Nan Shan life Insurance Co, LTD. Due to the well development of information technology (IT) during the recent years, the clearance of the contents and knowledge as well as the price offered of life insurance caused the dramatic competition in this industry. The commodity of life insurance is only an intangible contract , it has to be relied on the operation combining with company image, reputation and the trust from customers for long term. Also they are the promise and responsibility to their clients. The marketing of life insurance is different from the other industries , it is an intangible deal. Owing to the variation of the whole environment comes the drastic competition, life insurance is the buyer¡¦s market oriented instead of seller¡¦s . It says the cost to create a new account is about 6 times or even 5 less or 10 more to maintain an old customer. Therefore, this industry has to pay more attention on the current accounts on hand and try to attract new clients to be owned gradually. To look for a break through as the task of the greatest urgency at present is to make good use of Customer Concept, which is to take good care of the CRM, to enhance customers¡¦ loyalty and satisfaction as to keep our clients and wish them also to introduce new accounts for us. Therefore, CRM is the most important part of life insurance. Previousely most of the customers¡¦ data base is incomplete. Now it is the e century, we can take the advantage by using the IT service to do a good CRM one to one deeply as to cope with the competition. To look into the 21th century, now the form of customer group is varied, the market is also different, they reform the market direction of life insurance industry as well¡Xfrom the commodity oriented to the customer base. Besides, the insurants now expect the value of commodity and service much more than before and also very sensitive to them. They would like the custom made offer, voluntarily to participate in the offer, they no longer accept the offer passively. Consequentially, we have to make the design-in service and one-to-one commodity as our new marketing strategy. Following is the planning on CRM case study¡XHow to cite the 4 big steps of Pepper & Roger¡¦s Model and 5W to probe the execution of tactic and operation flow, meanwhile, to learn and to execute the 4 conceptions of Customer Process Cycle Model to achieve the company strategy target of this CRM case. The findings through this research are : 1. Nan Shan Life Insurance Co, LTD. especially stress the function and operation of Call Center and result in the significant achievements. It is the most important area and elite of CRM. 2. By the CRM system integration and collecting the customers¡¦ information from time to time, the system can understand the customer¡¦s value and update it. Moreover, with the concept and technique of CRM Data warehouse and Data mining, it can record and analysize the customer¡¦s behavior mode then look for the target market as to correct the strategy of service and marketing in time(to carry out the project marketing) 3. In regards to the customer segment, according to the items of those information that Nan Shan Life Insurance Co, LTD. searching and collecting, it is not easy to make out the customer value-based and only can segment the customers by Need-based. Moreover, it is uneasy to find out the value of effective segment customer for company, but, it can rely on customer¡¦s demand to look for suitable service and commodity to your customers. 4. As human is the main motive for interaction between insurance and customer, sales rep. is acting a key role in this business. The CRM system of Nan Shan Life Insurance Co, LTD. requests the rep. to have the deal done by using the e-tooling and IT. They are pretty successful in the efficiency. 5. The skeleton of IT in CRM is very intact, which provides extensive channels for data surfing. Do pay the attention on insurant¡¦s servicing articles and convenience, direct contact with customers and do the best to find the chance to contact your customers. There are so many ways to communicate effectively with the customers by science and technology, no space-time limitation on communication: ¡]1¡^ www.nanshanlife.com.tw ¡]2¡^ E-mail ¡]3¡^ Telephone (Call center) ¡]4¡^ Cellular phone news flash ¡]5¡^ Sales representatives ¡]6¡^ Mail or DM 6. The construction of e-tooling in Nan Shan life Insurance Co, LTD. is perfect. It is also excellent on providing the design-in commodity and servicing. There have been 10 marketing projects presented within one year, they are all P/S after the analysis from customer segment. However, the training for the outside field sales reps. has to be re-inforced because there were too many projects presented within a short period of time, they can not comprehend completely duly and fail to become CI and CK then it will change the customers¡¦ purchasing habit. 7. The customer¡¦s information will not be complete collected in case the rep. is not practicable in the operation of CRM. The following proposals are brought up after the research: ¡]1¡^ To share the company current situation and various information with the insurant via e-mail or internet, such as the operation of investment. To deem your customers as the stock shareholders or partners, you will get the trust from your accounts. On the other hand, they will also be proud that they are the insurant of Nanshan. Life Insurance. ¡]2¡^ Recommend to use ES From 2002, the reps. prefer to deal with the investment insurance policy. If the education system can combine with the ES to do the financial planning, you will be a financial specialist soon. ¡]3¡^ Rep. is the interface to communicate with customers, while, there is always no good performance on those activities for projected commodity with the less bonus. It can link up with the campaign of balance score card to evaluate the performance and give the pressure on rep. to achieve the execution efficiency and target of CRM. ¡]4¡^ Nan Shan Life Insurance Co, LTD. does not only have a very good performance on the 4 steps of CRM flow but also can be pattern for those companies in the same business who would like to achieve company target by the way of CRM. It can be even perfect if they can consider their own company culture, background and market demand then modify a bit to be their own.

Dienstleister in der Telekommunikationsbranche haben nicht zuletzt aus rechtlicher Sicht die Pflicht zu einem sensiblen Umgang mit personenbezogenen Daten. Dies bezieht sich nicht nur auf Kundendaten, sondern ebenso auf mitarbeiterbezogene Daten zur Führung eines Call Centers. Je nach Situation und Anwendungsfall regeln die Verwendungsmöglichkeiten dieser Daten in Call Centern das allgemeine Persönlichkeitsrecht und das Bundesdatenschutzgesetz (BDSG). Daraus ergibt sich für die Entwicklung und den Einsatz von Call Center-spezifischen Anwendungssystemen (z.B. Kampagnenmanagement-Systeme, Dialer) die Herausforderung, zum einen die Einhaltung rechtlicher Bestimmungen sicherzustellen, aber zum anderen den häufig detailreichen Informationsbedarfen der Call Center-Leitungsebenen zu entsprechen. Neben rechtlichen Beschränkungen bei der Handhabung von Kundendaten sind hier die Grenzen und Grauzonen bezüglich der Verwendungsmöglichkeiten von Leistungsdaten zur Mitarbeiterüberwachung und -beurteilung (z.B. verdecktes Mithören oder Gesprächsaufzeichnung) zu berücksichtigen.

This thesis is focused on Master Data Management of Product Data. At present, most publications on the topic of MDM take into account customer data, and a very limited number of sources focus solely on product data. Some resources actually do attempt to cover MDM in full-depth. Even those publications are typically are very customer oriented. The lack of Product MDM oriented literature became one of the motivations for this thesis. Another motivation was to outline and analyze specifics of Product MDM in context of its implementation and software requirements for a vendor of MDM application software. For this I chose to create and describe a methodology for implementing MDM of product data. The methodology was derived from personal experience on projects focused on MDM of customer data, which was applied on findings from the theoretical part of this thesis. By analyzing product data characteristics and their impacts on MDM implementation as well as their requirements for application software, this thesis helps vendors of Customer MDM to understand the challenges of Product MDM and therefore to embark onto the product data MDM domain. Moreover this thesis can also serve as an information resource for enterprises considering adopting MDM of product data into their infrastructure.

The topic of this master dissertation is data mining of customer data for marketing purposes within an enterprise. The information resulting from this process is then used to create targeted marketing campaigns. Nowadays, identifying and exploiting customer's needs is vital for any enterprise. With that in mind, the theoretical part of this dissertation is focused primarily on different methods of data analysis such as segmentation, profiling, customer scoring and determining customer value. A significant segment of this part focuses on web analysis, which studies customer's web browsing behaviour. The practical part of this dissertation is based on a case study of a specific e-shop. The case study identifies and solves problems of emailing realization. Solving these problems using Silverpop Engage brings new opportunities for emailing. The main goal of this dissertation is to show new opportunities of utilizing behavioural data for e-mailing campaigns execution.

The buying process has become an important outcome for firms to adapt to the changes in B2B buying. With an increased focus on delivering new customer experiences, firms are finding themselves with lots of customer data that needs to be analyzed. Prior literature has found that technology such as artificial intelligence could be the next logical step in marketing for analyzing and managing customer data but sees slow adoption. This study examined how artificial intelligence can be used to attract and retain B2B customers in the buying process. Empirical data was collected as a multiple caste study with semistructured interviews from B2B salespeople, sales managers, CEOs, CFOs and administrators. The data were analyzed through a thematic analysis. Participants expressed a strong interest in efforts that could affect the relationship such as better engagement, enhanced user experience and information to better meet the needs. Throughout the buying process, many of these efforts could influence the final decision and is believed to be critical in attracting but also maintaining customer relationships. These results have implications for implementing artificial intelligence at firms since it creates a better understanding of the customers' wants and needs and how to correspond to it digitally. Based on the empirical findings, this study contributes with a model that shows the relation of artificial intelligence, customer data and the buying process.

This study is using an inductive explorative approach to investigate how micro-enterprises within the marketing consulting industry collect and use data for the purpose of increasing sales. A micro-enterprise is considered to be a company that employs no more than 10 people and/or whose annual turnover is no more than 2 million EUR. The research applies the concept of social selling and development of emergent technologies to understand the methods used by examined salespeople within the marketing agencies examined, and to answer the research question: How is customer data from social selling used among micro-enterprises within the marketing consulting industry to build and retain customer relationships? The following paper suggests that social media is used by the seller with the aim of identifying common grounds between buyer and seller, in order to create a personal bond that sets a strong foundation for continuing the relationship long-term. However, it also indicates that social selling activities are used in various ways and in combination with traditional data collection. Even though usage of customer data has been a heated debate over the years, the results of this study point to the fact that the concerns of collecting and utilizing data in regard to customer privacy, are limited among micro-enterprises within B2B-sector. Additionally, the study addresses advantages and disadvantages with the size of being a micro-enterprise related to the methods of social selling.