One can not know everything, but together we know a lot : Conditions and Restrictions in consultancies for KM based CRM

University essay from Uppsala universitet/Industriell teknik; Uppsala universitet/Industriell teknik

Author: Fredrik Liljekvist; Laggar Gustaf; [2018]

Keywords: ;

Abstract: PurposeThis study seek to complement the existing literature on KM based CRM byproviding contextual insight in how consultancies can create value for their clients andthereby develop and sustain long-term B2B relationships.Main research questionWhat are the conditions for a KM based CRM initiative to work in consultancy firmswith the objective of creating and sustaining long-term relationships?Sub research questionsWhat factors and activities are important for generating customer value withinconsultancy, and what are the pitfalls in this Endeavor? What acquired knowledgeshould be used in CRM initiatives to strengthen customer relationships? How could aconsulting firm apply this knowledge in reality to nurture existing and new B2Brelationships?MethodologyThis master thesis of 30 ECTS is based on an explorative case study conducted ata established consultancy firm. Primary data was collected through 1 focus group, 2pilot interviews and 18 semi-structured interviews. The study was supported bysecondary data through literature from the fields of customer relationshipmanagement, knowledge Management and relationship theories.FindingsIdentification of focus for a KM enabled CRM that address the conditions of theaffected stakeholders and restrictions within the context of consultancy.

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