The steps of Finnish medium sized SAP / EPR USERS towards an implementation of a CRM system

Inhaltsverzeichnis (Table of Contents)

• INTRODUCTION.
• SPONSORSHIP
• MARKET DEVELOPMENT.
• THE FINNISH MARKET
• THE RESEARCH PROBLEM.
• OUTLINE OF THE STUDY.
• CUSTOMER RELATIONSHIP MANAGEMENT..
• THE DEVELOPMENT TO A CUSTOMER CENTRIC STRATEGY.
• WHAT IS CRM.
• GOALS AND OBJECTIVES OF CRM
• BENEFITS OF CRM..
• ELEMENTS OF CRM.
• SUMMARY OF THE CHAPTER CRM.........
• THE CRM SYSTEM ……………….
• FUNCTIONS AND PROCESSES OF CRM.....
• THE IMPLEMENTATION APPROACH
• Hosted Solution vs. On Premise Solution..
• Isolated CRM system vs. Integrated CRM system.
• FUNCTIONAL CATEGORIES OF A CRM SYSTEM..
• Operational CRM...
• Analytical CRM.
• Collaborative CRM.
• SUMMARY OF THE CHAPTER CRM SYSTEM.
• THE HINDERING FACTORS FOR AN IMPLEMENTATION OF A CRM SYSTEM...........
• LEADERSHIP AS A HINDERING FACTOR
• STRATEGY AS A HINDERING FACTOR.
• ORGANISATION AS A HINDERING FACTOR
• METHODOLOGY AND RESEARCH DESIGN .
• THE RESEARCH PROCESS
• THE RESEARCH APPROACH....
• THE SAMPLE
• DATA COLLECTION
• RELIABILITY
• VALIDITY
• FINDING AND ANALYSIS.
• AWARENESS OF OUR RESPONDENTS FOR CRM.
• EVALUATION OF THE USEFULNESS OF A CRM SYSTEM (SAMPLE MYSAP CRM)...
• THE CURRENT SITUATION CONCERNING AN IMPLEMENTATION OF A CRM SYSTEM.

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

The study investigates the reasons behind the limited adoption of Customer Relationship Management (CRM) systems in Finland, particularly among medium-sized enterprises already using Enterprise Resource Planning (ERP) systems. It aims to shed light on the Finnish CRM market, focusing on SAP, the study's sponsor, and its existing customer base. The research examines these companies' readiness for CRM implementation.

• Exploring the lack of demand for CRM systems in the Finnish market
• Examining the readiness of Finnish medium-sized ERP-using companies for CRM implementation
• Analyzing the hindering factors that prevent CRM system adoption
• Investigating the current situation and future plans for CRM implementation among Finnish companies
• Developing a research path for future investigations into the Finnish CRM market

Zusammenfassung der Kapitel (Chapter Summaries)

The study starts by outlining the sponsorship and market development of CRM systems, with a focus on the Finnish market and the specific research problem. This initial section sets the stage for the investigation and provides contextual information.

Chapter 2 delves into the concept of CRM, tracing its development towards a customer-centric strategy. The chapter defines CRM, discusses its goals and objectives, examines its benefits, and explores its elements.

Chapter 3 focuses on CRM systems, including their functions and processes, implementation approaches, and functional categories. The chapter explores various options, such as hosted solutions versus on-premise solutions, and differentiates between isolated and integrated CRM systems.

Chapter 4 examines the hindering factors that prevent companies from implementing CRM systems. It explores the influence of leadership, strategy, and organizational structure on the decision-making process related to CRM adoption.

Chapter 5 delves into the research methodology and design used in the study. This chapter outlines the research process, approach, sample selection, data collection methods, and measures taken to ensure reliability and validity.

Chapter 6 presents the findings and analyses of the research. It discusses the awareness of respondents concerning CRM, evaluates the usefulness of a CRM system, and examines the current situation regarding CRM implementation among the surveyed companies.

Schlüsselwörter (Keywords)

The study focuses on Customer Relationship Management (CRM), CRM systems, mySAP CRM, and the implementation of CRM systems in Finnish medium-sized companies using Enterprise Resource Planning (ERP) systems. The research aims to understand the hindering factors and the current situation regarding CRM adoption in this specific market segment.