CRM system adoption in customer service : case: Company X
Koponen, Hanna-Henriikka (2025)
2025
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025120833733
https://urn.fi/URN:NBN:fi:amk-2025120833733
Tiivistelmä
Customer service operations increasingly rely on advanced digital solutions to manage growing customer expectations and complex real-world procesess. CRM systems are implemented to centralize data, automate workflows and enhance and optimize service quality. However, the success of the implementation depends on how well the system supports the end-users in their daily operations. It is essential to understand user perceptions to ensure that the technology investment translates into operational goals.
The objective of this thesis was to research how the agents of the customer service at Case Company X perceive a newly implemented CRM system in terms of value, ease of use and over all user experience. The research applied qualitative research methods, using semi-structured interviews with ten customer service end-users as the primary data source. Two practical scenarios, address change via phone and email, were analyzed to capture real-world scenarios. A key interview question about desired improvements was applied to add depth to the analysis. Thematic and content analysis were conducted, guided by technology acceptance model and ISO 9241-210 usability principles to evaluate perceived usefulnes, ease of use and user satisfaction.
The results indicate, how automation and centralized data significantly enhance task efficiency and reduce manual work, supporting the intented advantages of the system. However, usability challenges exist, especially in navigation and exception handling. While most common cases are handled smoothly, more complex cases require additional effort and support.
In conclusion, this thesis demonstrates how the CRM system can deliver substantial benefits but requires continuous refinement to achieve intended goals. Insights contribute to actionable recommendations to improve workflows and user experience, while providing theoretical understanding to established acceptance and usability frameworks in practical service context.
The objective of this thesis was to research how the agents of the customer service at Case Company X perceive a newly implemented CRM system in terms of value, ease of use and over all user experience. The research applied qualitative research methods, using semi-structured interviews with ten customer service end-users as the primary data source. Two practical scenarios, address change via phone and email, were analyzed to capture real-world scenarios. A key interview question about desired improvements was applied to add depth to the analysis. Thematic and content analysis were conducted, guided by technology acceptance model and ISO 9241-210 usability principles to evaluate perceived usefulnes, ease of use and user satisfaction.
The results indicate, how automation and centralized data significantly enhance task efficiency and reduce manual work, supporting the intented advantages of the system. However, usability challenges exist, especially in navigation and exception handling. While most common cases are handled smoothly, more complex cases require additional effort and support.
In conclusion, this thesis demonstrates how the CRM system can deliver substantial benefits but requires continuous refinement to achieve intended goals. Insights contribute to actionable recommendations to improve workflows and user experience, while providing theoretical understanding to established acceptance and usability frameworks in practical service context.