Customer Relationship Management Can Help Companies

"Customer service shouldn't just be a department, it should be the entire

company." Tony Hsieh
Abstract

For companies to be able to compete in the competitive business world of today it is important to care
for their customer relationships. To keep the customer satisfied and loyal to the company, while the
customers require more and more of better service and quality. The strategy of using Customer
Relationship Management has been developed recently and is spreading among organizations.
Therefore has the purpose of this research is to provide a better understanding in how companies use
CRM to create value. This study is a one case research of a company and is mainly descriptive. The
theory has first been studied and then information from the company has been collected through
primary data and secondary data. The collected data has then been analysed against the theory to form
the conclusions of this study.

n order to structure this research it has been divided in to three areas of CRM. The first is objectives of
CRM, while this is important to know when a company implementing the strategy. The next part
considers the CRM strategy and the components which could be included in it. As a third part the
measurements of CRM will be discussed, because it is important to know if the strategy is composed to
reach the stated objectives.

The theory points out the importance of having a customer-centric view, where the customer and the
customer relationship are at focus. The analysis of this company has resulted in a lot of new insights and
knowledge. The research shows that having this customer-centric view spread in the whole organization
being essential. This is because when a company is applying a CRM strategy, they are supposed to focus
on the relationships with their customers, and if the employees working with the customer do not have
this focus it will be difficult to have a united organisation towards the customers. The analysis also brings
up the different areas where CRM have significant importance in terms of contact with customers, front
office and back office operations and technology.

All in all, this company has many developed parts of CRM and how they should work. The company is
global and only in Sweden is it one of the largest which makes it more important with integration within
the company. Their processes are well defined and easy to follow, but the different processes are not
always connected to each other. With more integration the flow of information that will help strengthen
customer relationships would be more efficient and satisfying.