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Author:Vuorinen, Tuure
Title:Quality Development of CRM Facilitated Business Processes
Publication type:Master's thesis
Publication year:2010
Pages:[9] + 79      Language:   eng
Department/School:Elektroniikan, tietoliikenteen ja automaation tiedekunta
Main subject:Tietoverkkotekniikka   (S-38)
Supervisor:Korhonen, Timo
Instructor:Laasonen, Panu
Electronic version URL: http://urn.fi/URN:NBN:fi:aalto-201203131527
OEVS:
Electronic archive copy is available via Aalto Thesis Database.
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Location:P1 Ark Aalto  7366   | Archive
Keywords:quality management
CRM
Customer Relationship Management
Ba-lanced Scorecard
BSC
marketing process
tuloskortti
markkinointi
Abstract (eng): This study examines the possibility of combining Balanced Scorecard and Customer Relationship Management (CRM) system for measuring and developing marketing process performance and quality.
First, a literature review is conducted to establish the model based on previous research.
Second, an empirical study in a case company is conducted to examine the company's perspective.

The data was collected from eight interviews involving top management and specialists in the case company and conducting a focus group discussion.
Documented processes and existing scorecards were also included in the empirical data.
The data was categorized to discover if the combining of systems could be done in the case company and what are the requirements for that implementation.

The findings of the study are based both on the theoretical literature review and results from the empirical research on the case company support combining Balances Scorecard approach with CRM system to measure and direct the marketing process to achieve better performance and quality.

The most important requirements for the implementation involve the way of working.
There has to be a sound process supporting the regular assessment and defining stakeholders of the Balanced Scorecard.
Company has to have well defined processes for customer-oriented actions, such as sales process.
The CRM system needs to support target setting and reporting over time to provide easy access to the customer data and to maintain and help the daily work in different units of the organization.
Abstract (fin): Tutkimus tarkastelee tuloskortin (Balanced Scorecard) ja asiakashallintajärjestelmän (CRM) yhteensovittamista markkinointiprosessin mittaamiseksi ja laadun parantamiseksi.
Kirjallisuuskatsauksen perusteella muodostetaan aikaisempaan tutkimukseen tukeutuva viitekehys.
Tutkimuksen empiirisessä osiossa samaa kehystä tutkitaan kohdeyrityksen näkökulmasta.

Tutkimuksessa käytetty aineisto kerättiin kahdeksasta kohdeyrityksen johdolle ja asiantuntijoille suunnatusta haastattelusta ja yhdestä ryhmäkeskustelusta sekä prosesseja ja olemassa olevia tuloskortteja kuvaavista dokumenteista.
Aineiston ryhmittelyn perusteella saatiin esille vaatimukset järjestelmien yhteensovittamiseksi.

Tutkimuksen tulokset niin kirjallisuuskatsauksen kuin empiirisen osion puolesta tukevat Balanced Scorecardin ja CRM järjestelmän yhdistämistä markkinointiprosessin mittaamiseksi ja laadun parantamiseksi.

Tärkeimmät vaatimukset toteuttamiselle liittyvät päivittäiseen työntekoon.
Yrityksessä täytyy olla hyvin perusteltu tuloskorttia tukeva prosessi, joka määrittää yksiselitteisesti aikataulutuksen sekä osallistuvat osapuolet.
Lisäksi yrityksessä tulee olla hyvin määritellyt asiakkaiden kanssakäymistä ohjaavat prosessit, esimerkiksi myyntiprosessi.
CRM järjestelmän pitää tukea niin tavoitteiden asettamista kuin historiatietojen raportoimista taatakseen helpon pääsyn asiakastietoihin ja helpottamaan päivittäistä työntekoa organisaation eri yksiköissä.
ED:2010-08-23
INSSI record number: 40215
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