Customer Relationship Management (CRM) in the Turku area : CRM selection criteria
Karraker, Tina (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060622084
https://urn.fi/URN:NBN:fi:amk-2023060622084
Tiivistelmä
The objective of this work is to understand what CRM systems are commonly used, specifically amongst shipbuilding SMEs in the Turku area. Additionally, this work examines some of the advantages and disadvantages of CRM systems, as well as the specific functions and features that are vital to business operations.
CRM system selection criteria in Turku area ship building organizations can be based both on theoretical decision criteria as well as company specific strategy and needs. CRM systems have various advantages, disadvantages and specific features which are integral to business operations. Organizations will make selections typically based on financial and non-financial criteria, which is typically company specific.
To answer research questions a literature review was conducted. Academic journals and articles pertaining to the subject matter were examined and considered in order to gain theoretical knowledge of CRM systems, their features and the criteria which organizations use to determine which system they adopt. Quantitative data collection was also conducted in the form of e-mail interviews. Two employees from ship building organizations in the Turku area answered fifteen questions regarding their respective CRM systems and organizational decisions surrounding CRM systems. The information collected is limited. Due to the Covid-19 acquiring interviewees was challenging. As a result, the interviews are representation of ship building CRM systems and are not in indicative of all Turku area CRM systems.
The literature indicates that organizations use multi-criteria decision making (MCDM). Criteria may include price, technological capabilities, ease of use, service after purchase, flexibility, specific functions, possible risks, etc. The interviews have indicated that of these criteria, two are most essential to CRM system planning. Price and functionality were most crucial to organizations.
Final conclusions indicate that theoretically companies use MCDM when planning their CRM systems. However, in practice price and functionality are of highest consequence of all criteria in Turku area ship building SMEs.
CRM system selection criteria in Turku area ship building organizations can be based both on theoretical decision criteria as well as company specific strategy and needs. CRM systems have various advantages, disadvantages and specific features which are integral to business operations. Organizations will make selections typically based on financial and non-financial criteria, which is typically company specific.
To answer research questions a literature review was conducted. Academic journals and articles pertaining to the subject matter were examined and considered in order to gain theoretical knowledge of CRM systems, their features and the criteria which organizations use to determine which system they adopt. Quantitative data collection was also conducted in the form of e-mail interviews. Two employees from ship building organizations in the Turku area answered fifteen questions regarding their respective CRM systems and organizational decisions surrounding CRM systems. The information collected is limited. Due to the Covid-19 acquiring interviewees was challenging. As a result, the interviews are representation of ship building CRM systems and are not in indicative of all Turku area CRM systems.
The literature indicates that organizations use multi-criteria decision making (MCDM). Criteria may include price, technological capabilities, ease of use, service after purchase, flexibility, specific functions, possible risks, etc. The interviews have indicated that of these criteria, two are most essential to CRM system planning. Price and functionality were most crucial to organizations.
Final conclusions indicate that theoretically companies use MCDM when planning their CRM systems. However, in practice price and functionality are of highest consequence of all criteria in Turku area ship building SMEs.