CRM Software Selection to Visma L7 ERP system

Abstract

We are living in a world where digitalization has affected our ways to do business and how it changes norms of sales and sales management. It’s also made possible for companies to utilize value creation in their platforms. It’s important that companies understand and identifies how this can be harvested to support their business. The main aim of the study was to examine which CRM-software was most suitable for Mesvac Oy. Examination included needs and limitations of the case company. A quantitative research method was chosen to gain data from CRM vendors and key executives. Qualitative research method was also used to gain validity for results. Action research was selected as methodology since it enables the researcher to be personally involved in the process. By employing this methodology, companies’ processes can be improved through action and it also gave theoretical knowledge, which will ultimately be beneficial to the company and to the employees. Research included data from six different CRM vendors and selection method was based on theoretical framework. Data collection methods, such as questionnaires, observation, interviews, were used to increase the reliability of the study. The results showed the most suitable vendor for the case company. Result also showed the complexity of CRM implementation to current ERP system. The study also indicated that there are areas for improvement such as implementing all processes to CRM to gain full benefit of the system. The thesis’ proposes actions for improvement, and how to implement these actions including suggestions for future research which is focusing on future challenges of the company and how to be prepared for these challenges.