Integration of CRM and Management Progress in Organisations
Kaur, Kulwinder (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025120432476
https://urn.fi/URN:NBN:fi:amk-2025120432476
Tiivistelmä
This thesis examines how Customer Relationship Management (CRM) functions as a strategic resource that supports management through organisational decision-making, internal processes, and customer engagement. CRM helps organisations to manage and analyse customer data, monitor business opportunities, and automate their workflows, which enhances team communication, data & service quality, and long-term customer value.
This study focuses on how CRM integration should be planned, including the key stages of implementation, change management, and data migration. Focused on the strategic importance of CRM- improving transparency, enabling real-time reporting, and supporting informed decision-making. For research, a qualitative approach was used, semi-structured interviews with CRM experts in Salesforce, Microsoft Dynamics, and HubSpot. The research also identifies limitations during CRM implementation, including technical challenges, user resistance, data quality issues, and growing concerns related to influence of Artificial Intelligence (AI) on CRM capabilities.
The findings highlight that successful CRM adoption requires clear strategic planning, committed leadership, collaborative engagement, and continuous learning. Overall, this study shows that CRM is not only a technical tool, but also an enabler for organisational development, innovation, and sustainable growth. Concluded the research of this thesis with future research recommendations.
This study focuses on how CRM integration should be planned, including the key stages of implementation, change management, and data migration. Focused on the strategic importance of CRM- improving transparency, enabling real-time reporting, and supporting informed decision-making. For research, a qualitative approach was used, semi-structured interviews with CRM experts in Salesforce, Microsoft Dynamics, and HubSpot. The research also identifies limitations during CRM implementation, including technical challenges, user resistance, data quality issues, and growing concerns related to influence of Artificial Intelligence (AI) on CRM capabilities.
The findings highlight that successful CRM adoption requires clear strategic planning, committed leadership, collaborative engagement, and continuous learning. Overall, this study shows that CRM is not only a technical tool, but also an enabler for organisational development, innovation, and sustainable growth. Concluded the research of this thesis with future research recommendations.