System för CRM: Valet mellan integrerade och separata lösningar. En utforskande fallstudie av motivationer vid systembyte
Sammanfattning: Due to an increasingly expanding service sector, greater emphasis has been placed onmaintaining customer management and long-term customer relationships. For this purpose,many organizations use customer relationship management (CRM) strategies. As a resultCRM-systems have become more common for providing tools that support customermanagement processes in companies. These tools and support have been present in moreextensive systems, such as systemt for Enterprise Resource Planning (ERP). These systemsare meant to serve as a holistic solution for companies, where integrated CRM-modules areincluded. In more recent times a tendency has arisen where companies, even though theholistic systems’ extensive functionality, have chosen to implement a separate system tohandle the CRM-processes. The purpose of this study is to identify motivations as to whycompanies choose to implement a separate CRM-system through a case study. This is donethrough data gathering at a Swedish telecom company who is currently in the process tocomplete the integration of their in-house developed separate CRM-system. The purpose ofthis study is also to identify the motivations behind the studied company’s decision todevelop their new separate system in-house and not buy it from a vendor. The gathering ofempirical data has been done through semi-structured interviews with employees with insightinto the managerial and technical background to the systems. The empirical data has beenanalysed through themes from previous research. A thematized result of the empirical datashows that the motivations can be categorized into costs, usability and ease-of-use, but alsointo fundamental functionality. This study also depicts a correlation between the differentthemes, where e.g. increased usability and ease-of-use through more specialized processeslead to reduced costs through reduced training time. Results also show that specialization,unification, control and ownership of information flows and business logic has been aweighing motivation for the studied company.
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