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CRM Implementation in the Automotive Industry
Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling.
Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling.
2009 (engelsk)Independent thesis Advanced level (degree of Master (One Year)), 15 poäng / 22,5 hpOppgave
Abstract [en]

Date:                  2009-05-27

Level:                 Master Thesis in International Business and Entrepreneurship, 15 ECTS

Institution:        School of Sustainable Development of Society and Technology, Mälardalen University

 

Title:                  The Implementation of Customer Relationship Management (CRM) in the Automotive Industry

 

Supervisor:       Peter Ekman

Research           Exploiting the stages of CRM implementation and looking into the obstacles faced

Issue:                 during the deployment in order to recommend efficient usage of CRM.

 Purpose:            The study aims to investigate how to implement Customer Relationship Management in the companies of the automotive industry and through the analysis of the CRM practices of these companies, to introduce how similar companies can achieve efficient usage of CRM as a business tool.

Methodology:  The thesis relies on a case study approach using different types of interviews and observation.

 

Conclusions:     CRM is a never-ending process and needs to be managed step by step in      manageable chunks in order to be successful. The CRM implementation requires the creation of a vision which is communicated by management and carried out by employees through a well chosen CRM software in order to achieve business benefits.

 

Keywords:        CRM, implementation of CRM, CRM process

 

 

sted, utgiver, år, opplag, sider
2009. , s. 63
Emneord [en]
CRM
HSV kategori
Identifikatorer
URN: urn:nbn:se:mdh:diva-6152OAI: oai:DiVA.org:mdh-6152DiVA, id: diva2:223077
Presentation
2009-05-27, Case Lecture Room, R Building, Malardalen University, 13:15 (engelsk)
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Tilgjengelig fra: 2009-06-24 Laget: 2009-06-10 Sist oppdatert: 2009-06-24bibliografisk kontrollert

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