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

Table of Contents

1 INTRODUCTION

1.1 SPONSORSHIP

1.2 MARKET DEVELOPMENT

1.3 THE FINNISH MARKET

1.4 THE RESEARCH PROBLEM

1.5 OUTLINE OF THE STUDY

2 CUSTOMER RELATIONSHIP MANAGEMENT

2.1 THE DEVELOPMENT TO A CUSTOMER CENTRIC STRATEGY

2.2 WHAT IS CRM

2.3 GOALS AND OBJECTIVES OF CRM

2.4 BENEFITS OF CRM

2.5 ELEMENTS OF CRM

2.6 SUMMARY OF THE CHAPTER CRM

3 THE CRM SYSTEM

3.1 FUNCTIONS AND PROCESSES OF CRM

3.2 THE IMPLEMENTATION APPROACH

3.2.1 Hosted Solution vs. On Premise Solution

3.2.2 Isolated CRM system vs. Integrated CRM system

3.3 FUNCTIONAL CATEGORIES OF A CRM SYSTEM

3.3.1 Operational CRM

3.3.2 Analytical CRM

3.3.3 Collaborative CRM

3.4 SUMMARY OF THE CHAPTER CRM SYSTEM

4 THE HINDERING FACTORS FOR AN IMPLEMENTATION OF A CRM SYSTEM

4.1 LEADERSHIP AS A HINDERING FACTOR

4.2 STRATEGY AS A HINDERING FACTOR

4.3 ORGANISATION AS A HINDERING FACTOR

5 METHODOLOGY AND RESEARCH DESIGN

5.1 THE RESEARCH PROCESS

5.2 THE RESEARCH APPROACH

5.3 THE SAMPLE

5.4 DATA COLLECTION

5.5 RELIABILITY

5.6 VALIDITY

6 FINDING AND ANALYSIS

6.1 AWARENESS OF OUR RESPONDENTS FOR CRM

6.2 EVALUATION OF THE USEFULNESS OF A CRM SYSTEM (SAMPLE MYSAP CRM)

6.3 THE CURRENT SITUATION CONCERNING AN IMPLEMENTATION OF A CRM SYSTEM

7 CONLUSION

8 RECOMMENDATIONS

9 LIST OF SOURCES

10 APPENDICES

10.1 QUESTIONNAIRE TO CUSTOMER RELATIONSHIP MANAGEMENT (ENGLISH VERSION)

Research Objective and Scope

This bachelor thesis explores the current and future demand for CRM implementations within medium-sized Finnish companies that already utilize an ERP system. The central research question investigates why this specific market segment has shown weak demand for CRM, despite global trends, and identifies the key factors that may hinder the final decision to implement a CRM system.

• Analysis of general awareness and attitude towards CRM among Finnish management.
• Evaluation of the perceived usefulness of CRM functional categories (Operational, Analytical, Collaborative).
• Assessment of current implementation status within the target sample.
• Identification of organizational, strategic, and leadership-related hindering factors.
• Development of a research-based roadmap for CRM implementation and recommendations for sponsors.

Excerpt from the Book

Chapter Summaries

1 INTRODUCTION: Outlines the background of the study, the profile of the sponsoring companies, and the specific research problem regarding the Finnish CRM market.

2 CUSTOMER RELATIONSHIP MANAGEMENT: Provides the theoretical background on CRM, its core concepts, objectives, benefits, and the three key elements: people, process, and technology.

3 THE CRM SYSTEM: Examines the technological aspects of CRM, focusing on the mySAP CRM solution, implementation approaches, and functional categories.

4 THE HINDERING FACTORS FOR AN IMPLEMENTATION OF A CRM SYSTEM: Analyzes potential obstacles to CRM implementation, categorized into leadership, strategy, and organizational factors.

5 METHODOLOGY AND RESEARCH DESIGN: Details the quantitative research approach, the selection of the sample, and the design of the survey instrument.

6 FINDING AND ANALYSIS: Presents the empirical data collected from the survey, analyzing respondent awareness, perceived usefulness of functions, and current implementation status.

7 CONLUSION: Synthesizes the findings and answers the research questions regarding the current and future state of CRM adoption in Finnish medium-sized enterprises.

8 RECOMMENDATIONS: Offers strategic advice to the sponsors based on the research results for better market acquisition.

Keywords

Customer Relationship Management, CRM System, mySAP CRM, ERP, Finnish Market, Customer Orientation, Operational CRM, Analytical CRM, Collaborative CRM, Strategic Implementation, Sales Force Automation, Customer Satisfaction, Customer Retention, Business Strategy, IT Strategy.

Frequently Asked Questions

What is the core focus of this thesis?

The thesis focuses on understanding why medium-sized Finnish companies that already use SAP/ERP systems are not readily adopting CRM solutions, and explores their readiness for future implementation.

What are the primary themes addressed?

The study covers the conceptual framework of CRM, technological functionalities, implementation strategies, organizational change management, and the specific market dynamics of the Finnish B2B sector.

What is the main objective of the research?

The primary objective is to gain a deep understanding of the Finnish CRM market, specifically identifying the hindering factors that prevent existing ERP users from taking the final step towards a full CRM implementation.

Which methodology was used?

The research employed a quantitative methodology, utilizing an online self-completion questionnaire sent to 78 companies, targeting managing directors and IT managers.

What does the main body discuss?

The main body covers the theoretical definition of CRM, detailed functional categories (operational, analytical, collaborative), and an empirical analysis of survey responses regarding company awareness and implementation barriers.

Which keywords best characterize this work?

The work is characterized by terms such as Customer Relationship Management, CRM System, mySAP CRM, ERP integration, Finnish market dynamics, and organizational hindering factors.

Why are leadership factors considered a major barrier?

The study identifies that the inclusion of CRM in the company's IT strategy—a decision driven by top management/managing directors—is the most crucial factor; without this leadership mandate, implementation is unlikely to proceed.

How does the ERP system impact CRM implementation?

While the study found that existing ERP problems are not the primary driver of non-implementation, there is an indirect "arrestive" impact due to the time and effort required for companies to stabilize their existing ERP environments before adding new systems.