Investigative analysis of CRM System Implementation and the challenges attached to its integration into existing ERP System. From an Organization Perspective : A case study of a Freight Forwarding Company in Sweden

Abstract: Enterprise Resource Planning and Customer Relationship Management are two essential concepts in the global supply chain. These aspects are considered to be the backbone of organizational success as they ensure that the upstream and downstream members of the chain are working effectively to deliver services that meet the standards and the customer’s requirements. Customer satisfaction in the freight forwarding industry, especially for the Case company is the priority. Integration of new systems in the centralized repository so that the information sharing is facilitated, and decision making is strengthened. Vendor selection, implementation of the new system, and customer satisfaction are the essential parts of this study. As there is significant competition in the industry, there are increasing challenges in boundless trading. Several researchers have conducted a study on this aspect to evaluate the critical success factors driving ERP system successfully. In this study, the researchers aimed to analyse the importance of implementing a CRM system in an ERP system of the Case company and evaluate how it positively influenced the organization.The researchers in this study used a triangulation approach and made use of both primary and secondary data in the study. For primary data, there were several detailed interviews conducted while the secondary data was collected through the comprehensive literature review. The results showed that there had all the research participants emphasized massively on the importance of customer relationship and implementation of a new system in the organization. There were specific challenges that were faced by the organization, especially concerning the employee resistance to change and the increase in the costs of the organization. However, the benefits outweigh the costs, and it is suggested to continuously improve the system for the sake of enhanced the organization’s performance.