Customer relationship management : case studies of five Swedish companies

This thesis aims to study how Customer Relationship Management (CRM) is used in companies. By exploring, describing and somewhat explaining companies objectives of CRM and their CRM processes as well as how the organization is affected by CRM, achieves the overall purpose of the study. Five case studies were performed within the construction, financial, and manufacturing industries and all studied companies originated from Sweden. Three major finding was made. Firstly, Swedish companies have well developed objectives with CRM that exist within the three classification areas, cost saving, revenue enhancement and strategic impact. Secondly, Swedish companies have accepted and implemented CRM processes that is a condition for the transition into a customer centric company. Thirdly, the organizational structure in Swedish companies has not been affected by the use of CRM due to that Swedish companies have not adapted to the CRM business framework. Today, Swedish companies mostly use CRM as a sales and marketing support system.Validerat; 20101217 (root