Benefits of Having a CRM System in Addition to an ERP System: Case study: Company X
Jeng, Isatou (2017)
Metropolia Ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017052610379
https://urn.fi/URN:NBN:fi:amk-2017052610379
Tiivistelmä
This bachelor’s thesis’ purpose is to investigate what benefits can a wholesale company gain from using a customer relationship management (CRM) system. The investigation aims specifically to identify the advantages that come when implementing a CRM – system into a wholesaling company that already utilizes an enterprise resource planning (ERP) system. By this research the client, a Swedish IT - software company Lundalogik Ab wished to expand their knowledge on customers in the industry.
A deeper theoretical insight to CRM and ERP underlines the main functions of both of the approaches and systems. In order to find precise conclusions a qualitative case study researched what needs and benefits did a case company identify when implementing a CRM – system.
The most important needs considering the CRM implementation revealed four major benefits gained by the case company. What the CRM – system enabled for them was an expanded database, targeted marketing, sales trend observation and customer potential.
The case study findings provide the base for the conclusion that wholesale is a segment where customer relationship management improves operations conducted in the customer interface. The investigation resulted in finding many benefits that a wholesale company can gain by having a CRM – system in addition to an ERP – system.
A deeper theoretical insight to CRM and ERP underlines the main functions of both of the approaches and systems. In order to find precise conclusions a qualitative case study researched what needs and benefits did a case company identify when implementing a CRM – system.
The most important needs considering the CRM implementation revealed four major benefits gained by the case company. What the CRM – system enabled for them was an expanded database, targeted marketing, sales trend observation and customer potential.
The case study findings provide the base for the conclusion that wholesale is a segment where customer relationship management improves operations conducted in the customer interface. The investigation resulted in finding many benefits that a wholesale company can gain by having a CRM – system in addition to an ERP – system.