CRM Impact - Experiences from some multinational companies

Abstract: Problem Discussion:  CRM has a growing trend of popularity in recent years within the multinational industrial companies, but at the same time; CRM initiatives achieved high failure rates to the point that it has become more common for CRM implementations to fail than to succeed. Thus as a result, the majority of companies fail to achieve CRM Impact in their organizations. Research Question:  Which basic elements are important to achieve CRM Impact within the chosen multinational industrial companies? Purpose: The thesis aims to describe and analyze CRM Impact within the chosen multinational industrial companies, by using the chosen theoretical framework. Methodology: Several company experiences are investigated through an exploratory qualitative investigation, and then analyzed with the help of theoretical framework. Conclusion: Authors have found that the most important basic elements to achieve CRM Impact within the chosen multinational industrial companies are: a supportive top management, and well-established knowledge management capabilities.