CRM Tool & Philosophy : The Clue to a Customer-Centric Organization

Abstract: This thesis is focused on studying Customer Relationship Management (CRM) tool and philosophy implementation and how it develops a customer-centric view within organizations. Nowadays mutually advantageous customer relationship is the main asset of the contemporary businesses and CRM is the clue to creating this type of relationship. The purpose of this research is to study successful businesses where CRM tool and philosophy were implemented and how they contributed to the management of the companies. Through this analysis the benefits of the tool can be identified and the road map for its integration can be performed. Theoretical framework regarding marketing channel relationships, importance of dual customer value creation and customer value management, relationship marketing as the basis for CRM development, and strategic framework of the phenomenon have been considered. Besides that, the current position of the case company, Volvo Construction Equipment Region International, on the roadmap of the CRM implementation has been evaluated and analyzed. These steps have been taken in order to answer the main research question of the thesis, namely "How can an MNC become a more customer centric company by helping its dealers to implement a CRM system"? Several conditions have been identified in the thesis in order the companies could implement the CRM tool and philosophy successfully. The study provides recommendations, which guide the companies on the way to a customer-centric view through the integration of CRM in its business processes.