CRM has aroused much interest in various business fields during the last decade and is of high importance in today’s businesses. Similarly has increased the demand for CRM system by many companies around the world. As our sponsors can not recognize this trend in Finland, the objective of the study was consequently to explore the weak demand of the CRM system on the Finnish market. Accordingly, the purpose was to provide a better insight in the until now unexplored Finnish CRM market and in particular in an interesting segment of our sponsor SAP, the existing customer base of companies with an ERP system. The aim was to examine medium sized ERP operating companies concerning their readiness for a CRM implementation. The conceptual framework is based on literature and various articles of avowed authors in the field of CRM and was divided according to the research questions. Overall this study is based on two parts, the theoretical part which strives to give the necessary background and an empirical part which applies to the findings and analysis of our research. Our research methodology was a quantitative one, as we used a self completion questionnaire to conduct our survey. The research was carried out in form of an online survey and was sent to 78 companies. As CRM is a strategic issue, we chose respondents from the upper management level, mostly managing directors. Only these persons were able to give qualitative and valid answers about the current situation in these companies. The findings showed that the respondents are aware of the topic CRM and that it is constituted as an important issue for these companies. All of the respondents see usefulness in the functions and the support of their business with a CRM system. Finally only 10 percent of all participants are not planning to implement any CRM system, while 55 percent have already and 35 percent will implement a CRM system in the future. The conclusion of the report showed that an obvious trend can be recognized in theses companies towards an implementation of a CRM system. More specific, 90 percent of the respondents are or will be ready in the next one to three years to take the final step, an implementation of a CRM system. As a recommendation to our sponsor we suggest to use the by us developed research path for further research, in order to get a total overview about the market. [...]
Inhaltsverzeichnis (Table of Contents)
- INTRODUCTION.
- SPONSORSHIP
- MARKET DEVELOPMENT.
- THE FINNISH MARKET
- THE RESEARCH PROBLEM.
- OUTLINE OF THE STUDY.
- CUSTOMER RELATIONSHIP MANAGEMENT..
- THE DEVELOPMENT TO A CUSTOMER CENTRIC STRATEGY.
- WHAT IS CRM.
- GOALS AND OBJECTIVES OF CRM
- BENEFITS OF CRM..
- ELEMENTS OF CRM.
- SUMMARY OF THE CHAPTER CRM.........
- THE CRM SYSTEM ……………….
- FUNCTIONS AND PROCESSES OF CRM.....
- THE IMPLEMENTATION APPROACH
- Hosted Solution vs. On Premise Solution..
- Isolated CRM system vs. Integrated CRM system.
- FUNCTIONAL CATEGORIES OF A CRM SYSTEM..
- Operational CRM...
- Analytical CRM.
- Collaborative CRM.
- SUMMARY OF THE CHAPTER CRM SYSTEM.
- THE HINDERING FACTORS FOR AN IMPLEMENTATION OF A CRM SYSTEM...........
- LEADERSHIP AS A HINDERING FACTOR
- STRATEGY AS A HINDERING FACTOR.
- ORGANISATION AS A HINDERING FACTOR
- METHODOLOGY AND RESEARCH DESIGN .
- THE RESEARCH PROCESS
- THE RESEARCH APPROACH....
- THE SAMPLE
- DATA COLLECTION
- RELIABILITY
- VALIDITY
- FINDING AND ANALYSIS.
- AWARENESS OF OUR RESPONDENTS FOR CRM.
- EVALUATION OF THE USEFULNESS OF A CRM SYSTEM (SAMPLE MYSAP CRM)...
- THE CURRENT SITUATION CONCERNING AN IMPLEMENTATION OF A CRM SYSTEM.
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The study investigates the reasons behind the limited adoption of Customer Relationship Management (CRM) systems in Finland, particularly among medium-sized enterprises already using Enterprise Resource Planning (ERP) systems. It aims to shed light on the Finnish CRM market, focusing on SAP, the study's sponsor, and its existing customer base. The research examines these companies' readiness for CRM implementation.
- Exploring the lack of demand for CRM systems in the Finnish market
- Examining the readiness of Finnish medium-sized ERP-using companies for CRM implementation
- Analyzing the hindering factors that prevent CRM system adoption
- Investigating the current situation and future plans for CRM implementation among Finnish companies
- Developing a research path for future investigations into the Finnish CRM market
Zusammenfassung der Kapitel (Chapter Summaries)
The study starts by outlining the sponsorship and market development of CRM systems, with a focus on the Finnish market and the specific research problem. This initial section sets the stage for the investigation and provides contextual information.
Chapter 2 delves into the concept of CRM, tracing its development towards a customer-centric strategy. The chapter defines CRM, discusses its goals and objectives, examines its benefits, and explores its elements.
Chapter 3 focuses on CRM systems, including their functions and processes, implementation approaches, and functional categories. The chapter explores various options, such as hosted solutions versus on-premise solutions, and differentiates between isolated and integrated CRM systems.
Chapter 4 examines the hindering factors that prevent companies from implementing CRM systems. It explores the influence of leadership, strategy, and organizational structure on the decision-making process related to CRM adoption.
Chapter 5 delves into the research methodology and design used in the study. This chapter outlines the research process, approach, sample selection, data collection methods, and measures taken to ensure reliability and validity.
Chapter 6 presents the findings and analyses of the research. It discusses the awareness of respondents concerning CRM, evaluates the usefulness of a CRM system, and examines the current situation regarding CRM implementation among the surveyed companies.
Schlüsselwörter (Keywords)
The study focuses on Customer Relationship Management (CRM), CRM systems, mySAP CRM, and the implementation of CRM systems in Finnish medium-sized companies using Enterprise Resource Planning (ERP) systems. The research aims to understand the hindering factors and the current situation regarding CRM adoption in this specific market segment.
- Quote paper
- Simon Rudolf (Author), Stefan Bihler (Author), 2006, The steps of Finnish medium sized SAP / EPR USERS towards an implementation of a CRM system , Munich, GRIN Verlag, https://www.grin.com/document/63957
