Co creation strategy: application to the customer relation in a packaging company and real estate agency. : A qualitative study, with the perspective of business to business and business to customer

Sammanfattning: This master thesis investigated whether co creation strategy can be effective in a business to business and business to customer and can enhance customer relations challenges. This is to be able to help NykopingHem and EQpack enhance their current customer relations challenges.  The empirical study is based on qualitative methodology in form of semi structured interview and workshops. The orientation of this research study is deductive where the author passes from theory and previous studies on CRM to structure interview questionnaires, to empirical findings by using semi structured interviews and workshops in collaboration with NykopingHem and EQpack.  Semi structured interviews with a business to business and business to customers was firstly carried out with the purpose to gather data, analyze, and frame existing challenges with customer relations. Secondly workshops to validate and make the data collected valuable were carried out to see the challenges with customers relations visually and at the same time identify if co creation strategy/activity is an integrated element at NykopingHem and EQpack business activities.  The result of this study has shown challenges with customer relations. The key reason for CRM challenges at NykopingHem and EQpack is the lack of communication/multichannel skills, lack of customers data, and lack of top managers involvement which can give support in each stage of the business process. The outcome of this study is a model/tool which can be useful and provides new ways of managing customer relations.