Customer relationship management: case studies of five
Swedish companies

Abstract: This thesis aims to study how Customer Relationship Management (CRM) is used
in companies. By exploring, describing and somewhat explaining companies
objectives of CRM and their CRM processes as well as how the organization is
affected by CRM, achieves the overall purpose of the study. Five case
studies were performed within the construction, financial, and manufacturing
industries and all studied companies originated from Sweden.

Three major finding was made. Firstly, Swedish companies have well developed
objectives with CRM that exist within the three classification areas, cost
saving, revenue enhancement and strategic impact. Secondly, Swedish
companies have accepted and implemented CRM processes that is a condition
for the transition into a customer centric company. Thirdly, the
organizational structure in Swedish companies has not been affected by the
use of CRM due to that Swedish companies have not adapted to the CRM
business framework. Today, Swedish companies mostly use CRM as a sales and
marketing support system.