AUTHOR
Johansson, Jan; Sparredal, Jörgen

DEPARTMENT
Business Administration and Social Sciences / Industrial marketing and e-commerce

SUMMARY
The purpose of this study is to gain a better understanding of CRM in e- Business. Our research explores, describes and begins to explain how CRM objectives are described, how CRM is managed, and how CRM is measured and evaluated. In our quest for answers, we have conducted a multiple-case study with two companies.

From conducting this study some main findings have been found. Firstly, e- Business organizations CRM objectives can be divided into three categories, which are cost saving, revenue enhancement, and strategic impact objectives. However, those objectives are not very detailed, instead e- Business organizations view CRM objectives as a part of their daily work. Secondly, e-Business organizations concentrate in three areas when managing their customer relationships, which are implementation, initiatives, and channel management.

Thirdly, we have found that e-Business organizations evaluate the effectiveness of their CRM in four areas, which van be divided into customer knowledge, customer interaction, customer value, and customer satisfaction. Finally, e-Business organizations consider improved customer satisfaction rates and establishing relationships with customers to be very important, but only measures and evaluate fragments of it.

ISSN 1404-5508 / ISRN LTU-SHU-EX--05/025--SE / NR 2005:025