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  • 1.
    Salzmann, Erik
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
    Kirkevold, Torbjörn
    University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
    CRM som källa för idéer till utveckling av nya tjänster2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Title: CRM as a source for ideas to developing new services

    Level: BBA thesis

    Author: Erik Salzmann & Torbjörn Kirkevold

    Supervisor: Sarah Philipson

     

    Date: 1/9-14

     

    Aim: The aim with this study is to investigate how CRM-systems are used as a tool for service development in Swedish service companies. After this the research question was formulated:

     

    • How are service companies creating new innovative services using Costumer Relationship Management.

     

    Method: The research was conducted using qualitative methods. Telephone interviews have been the basis for data collection by ten respondents who are active CRM users. The respondents where selected using a convenience sample. We have applied the abductive aproach in reviewing the material. The empircal data presented in the form of a matrix where we show the similarities’ between the respondents’ answers.

     

    Results & Conclusion: All companies using CRM does not store equally amount of information but the majority does it in some way. There is a link between theory and practice in Swedish service companies. Companies use customer input via the CRM system as a basis for developing and creating new innovative services.

     

    Suggestion for further research: We suggest that future researcher immerse in a specifik industry or investigate customers’ perspective. Research on the differences of small versus large service companies.

     

    Contribution of the thesis: The thesis contributes to an insight of Swedish service companies that uses CRM in the development and creation of new services.

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