engleski

Customer Relationship Management - Tools and Structure of the Support Organizations

Customer Relationship Management isn’t some new technology or some new revolutionary idea ; it is the old business concept that is enabled by new technologies. This thesis has a goal to explain that. This thesis is made in one of the Ericsson’s support organisations and it is based on the knowledge that is gathered in that department. However, lot of other sources of the information are used, such as: newsletters, websites, library books, presentations of different managers from different Ericsson and non-Ericsson organisations, discussions with lots of students, managers, team leaders, etc. Next chapter is explaining the theory of the Customer Relationship Management. Concept of the CRM is explained without going too deep into details to provide the reader of this thesis with necessary knowledge for him to be able to understand the report. Explanation of the historical background of the idea, differences between B2B and B2C companies, e-commerce and definition of the CRM can be found in this chapter. Third chapter, Bench Marking, is gathering reports of different companies’ CRM implementations. The report made on Volvo Car Corporation is based on an interview with its Global Customer Relations manager, Mark Ferris. The author of this thesis made this interview. Information on how Swisscom started with its implementation of the CRM was gathered from a case study published in the book “CRM - A strategic Imperative in the World of e-Business”. The report about E-food service is based on the Ericsson weekly 5minutes and the report about SKF is based on an interview with Miklos Konkoly, managing director of SKF Hungary. Two postgraduate students at School of Economics and Commercial Law at Gothenburg University, Dragan Krznaric and Goran Popovski made this interview. In chapter four Ericsson’s current situation is explained, based on the internal information from the Intranet, presentations, documents and working experience. This report is showing current picture of the information flow in Ericsson’s support and supply organization and tools, which are used in that flow. CRM is very interesting subject in today’s discussions and lost of analysis are made in this field. Chapter 5, “Problems New Ideas and Benefits” summarises information available on the market, important for the Ericsson’s situation. Last chapter is the result of this research. It contains step-by-step procedures on how to start with introducing CRM to the PLM personnel and to the other Ericsson’s support and supply organisations. It also highlights some parts of the CRM concept important for the Ericsson with comments made on other chapters, comparisons and suggestions.

CRM; B2B; benchmarking

Rad je pisan na stručnoj praksi u Ericssonu, Švedska, kao Case study za njihov odjel.