CRM- Customer relationship Management
2010:111 CIV
MASTER 'S THESIS
Customer Relationship Management
Jens Berfenfeldt
Luleå University of Technology
MSc Programmes in Engineering
Industrial Business Administration
Department of Business Administration and Social Sciences
Division of Industrial marketing and e-commerce
2010:111 CIV - ISSN: 1402-1617 - ISRN: LTU-EX--10/111--SE
"If growth is what you 're after, you won 't learn much from complex measurements of customer satisfaction or retention. You simply need to know what your customers tell their friends about you."
-Frederick F. Reichheld
"If I 'd asked my customers what they wanted, they 'd have said a faster horse."
-Henry Ford
Acknowledgements
Writing this thesis has been both difficult and fun to do, it has also been a very interesting experience, especially the parts concerning the understanding of how real world business works. There have been many late nights and early mornings, and after all the work I can finally conclude that the thesis is finished. Through all of this there have been several helpful people
I would like to thank for their support.
My supervisor Tim Foster has been a great resource throughout the research. He has steered me in the right direction and given me great support throughout the work process.
Furthermore I want to thank my contact person Ulf Herlin at Haldex for making this thesis possible and also all the other employees at Haldex Traction Landskrona for sharing your time, office, and many laughs in the time that I spent there. I would also like to thank Robert
Knudsen at Nefab for his time and answers.
Furthermore, I want to thank my family and friends who have been very supportive and helpful and encouraged me every step of the way. Special thanks to you Johanna for keeping me motivated through all the work.
I would finally like to thank the Thoresson family for providing me company and roof over my head for the months that I spent in Helsingborg.
Abstract
MASTER 'S THESIS
Customer Relationship Management
Jens Berfenfeldt
Luleå University of Technology
MSc Programmes in Engineering
Industrial Business Administration
Department of Business Administration and Social Sciences
Division of Industrial marketing and e-commerce
2010:111 CIV - ISSN: 1402-1617 - ISRN: LTU-EX--10/111--SE
"If growth is what you 're after, you won 't learn much from complex measurements of customer satisfaction or retention. You simply need to know what your customers tell their friends about you."
-Frederick F. Reichheld
"If I 'd asked my customers what they wanted, they 'd have said a faster horse."
-Henry Ford
Acknowledgements
Writing this thesis has been both difficult and fun to do, it has also been a very interesting experience, especially the parts concerning the understanding of how real world business works. There have been many late nights and early mornings, and after all the work I can finally conclude that the thesis is finished. Through all of this there have been several helpful people
I would like to thank for their support.
My supervisor Tim Foster has been a great resource throughout the research. He has steered me in the right direction and given me great support throughout the work process.
Furthermore I want to thank my contact person Ulf Herlin at Haldex for making this thesis possible and also all the other employees at Haldex Traction Landskrona for sharing your time, office, and many laughs in the time that I spent there. I would also like to thank Robert
Knudsen at Nefab for his time and answers.
Furthermore, I want to thank my family and friends who have been very supportive and helpful and encouraged me every step of the way. Special thanks to you Johanna for keeping me motivated through all the work.
I would finally like to thank the Thoresson family for providing me company and roof over my head for the months that I spent in Helsingborg.
Abstract
References: Bishop, D. 2009. Why existing customers are so valuable. Bull. C. 2003. “Strategic issues in customer relationship management (CRM) implementation” Business process management journal Capricorn Ventis. 2009. “CMAT model explained” [Online] Available at: http://www.crm.ie/pdf/datasheets/CMAT/CMAT_Process_explained_CVL.pdf [Accessed on: 2009/10/17] Chen. Injazz. Popovich. Karen. 2003. Understanding customer relationship Management. People Process and Technology Davids. M. 1999. “How to avoid the 10 Biggest Mistakes in CRM” Journal of Business Strategy, November / December Issue. Drucker, P. 1996, "The information executives truly need" Harvard Business Review, January-February, pp.54-62 Executive Fast Track - 12Manage. 2009. What is operational CRM. [Online] . Available at: http://www.12manage.com/methods_operational_crm.html [Accessed: 2009/10/19] Foss B. Stone M. Page K. 2002. “The Customer Management Scorecard: Managing CRM for profit” Learning and teaching Fellow Gartner Group. 2008. Worldwide CRM Software Market to Grow 14 Percent in 2008. [Online]. Available