Customer Relationship Management : A Case Study on AGA GAS AB

Sammanfattning: Background: Customer Relationship Management is a relatively new concept in the area of management.CRM is not an easy process; it is strategic approach that is concerned to create shareholder value through developing long-term relationship with key customers and customer segments. CRM is an integrated cross-functional approach which needs to combine various parts/ components inside the company in order for the CRM to function properly Purpose & Research Questions: The purpose of this thesis is to contribute towards a better understanding of CRM implementation. With the research question: ―How can the key components (people, process and technology) measure Customer Relationship Management? Methodology: This is a qualitative study, with a deductive approach. Case study was conducted inside the organization AGA GAS AB. Conclusion: As the aim of this study was to contribute towards a better understanding of CRM implementation, therefore, it requires CRM to be evaluated. The CRM components should be investigated inside an organization and recognize if they have a good integration and cooperation amongst one another. This can be viewed by taking use of an interview guide that also incorporates the topics of Balance Scorecard.