The Utilization of CRM in Small Business
Leimu, Santeri (2013)
Leimu, Santeri
Metropolia Ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013120219342
https://urn.fi/URN:NBN:fi:amk-2013120219342
Tiivistelmä
The purpose of this thesis was to explore how a small-size company could utilize Customer Relationship Management theories for being more successful in their business. The main objective was to create a model for the case company based on CRM theories itself as well as empirical observations.
The case company’s field of business is in inspections of global import and export trade. The amount of employees is less than ten. Work in the company divides into two sections, i.e. office work and on the spot.
This thesis covers current theories on CRM, the current situation at the case company and how the suggested model would help to improve the situation. The purpose was to consider the suggested benefits regarding CRM and the company’s situation to create a model which would work in practice as an improvement to the current status.
It appeared that while CRM thinking had not been brought into the company’s actions previously with a thought, a lot of key points had already been noted and in good shape. For instance, customer communication was mostly executed well with deep insight. Nevertheless, a lot of new ideas came along and those were included in the suggested model with the aim of making the company’s business run more fluently.
The ideas and theories gathered in this thesis can be used to make a positive impact on the case company’s everyday procedures.
The case company’s field of business is in inspections of global import and export trade. The amount of employees is less than ten. Work in the company divides into two sections, i.e. office work and on the spot.
This thesis covers current theories on CRM, the current situation at the case company and how the suggested model would help to improve the situation. The purpose was to consider the suggested benefits regarding CRM and the company’s situation to create a model which would work in practice as an improvement to the current status.
It appeared that while CRM thinking had not been brought into the company’s actions previously with a thought, a lot of key points had already been noted and in good shape. For instance, customer communication was mostly executed well with deep insight. Nevertheless, a lot of new ideas came along and those were included in the suggested model with the aim of making the company’s business run more fluently.
The ideas and theories gathered in this thesis can be used to make a positive impact on the case company’s everyday procedures.