How CRM tools support the sales representatives within the mobile operator sector in Finland.

Abstract

Customer relationship management (CRM) is crucial for any company in today's world to stay competitive. Different tools provide different benefits. CRM tools are used in various fields, departments, and for various purposes. This study investigates how CRM tools benefit the sales representatives within the mobile operator sector in Finland. The problem investigated in this study was if the CRM tools used by B2C sales representatives in the telephone operator sector in Finland are sufficient in practice and how they theoretically can be improved. This research was conducted using a qualitative research method in the form of a semi-structured interviewing. The results were analysed using a thematic analysis. It was found that the major benefits that the tools offer to the sales representative in the mobile operator sector in Finland was the customer events (history) log, specific AI product offering and overall efficiency in the form of saved time, for example. In the study it was found that the benefits that CRM tools bring to the sale process varies somehow between the B2B and the B2C sector. The benefits that the CRM tools bring to the sales process within the B2B sector was mainly the enabling of all customer data to be collected in one database or tool which enables an easier way to control the sales funnel. It also helps in finding the most important sales opportunities and keeps the sales representatives focus on the right things at the right times. It was also found that they provide a higher insight of small details which the human eye would not necessarily notice otherwise. On the other hand, the benefits that the CRM tools bring to the B2C sales process were the quick, tailored, and precise decision making regarding the product offering, which aims to satisfy the customers need. It was also found that CRM tools help in the creation and mapping of the overall picture of the customers interaction with the company. This helps speeding up the sales process, saves time, makes the interaction with the customer more natural and prepared valid data to counter objections.