Implementation of Customer Relationship Management in the Cloud : The example of SMEs through a multiple case study analysis

Purpose: The aim of this thesis is to build a practical guide to get a clear understanding about the implementation process of Customer Relationship Management in the cloud within Small. It also describes the different concepts that are Customer Relationship Management, Cloud computing and CRM in the cloud, especially related to the SMEs, in order to have a great insight that gives the opportunity to implement successfully this paradigm. Scientific method: The research lies in the interpretative field of inquiry. Abduction is used to combine empirical data with theoretical studies in orderto tryto investigate patterns that could give an understanding of the phenomena that is studied. Descriptive research approach using multiple-case study design is used. Theoretical frame of references: The first part of the theoretical frame of references explores existing theories. This leads to CRM and Cloud Computing. The second part explores different means of analysing our problematic. Empirical method: The chosen approach is qualitative. Interviews have been conducted for data collection. Documentsarehave beengathered and analysed to support the interviewguides. We also gathered a previous practical guide from Salesforce in order to compare our results. Analysis: Analysing hosted CRM implementation of three SMEs using Salesforce, it describes the key facts that have to be taken into account to implement the Salesforce CRM solution. Conclusion: The findings show how three companies can be analysed to draw conclusions about the implementation process. According to interviews, theories, documents from hosted CRM provider, some suggestions have been advised to avoid problems concerning the implementation in SMEs