Mobile Customer Relationship Management_ A study o

JÖNKÖPINGINTERNATIONALBUSINESSSCHOOLJÖNKÖPINGUNIVERSITYMobileCustomerRelationshipManagementAstudyofbarriersandfacilitatorstomCRMadoptionBachelor’sThesiswithinInformaticsAuthor:YohannesBelachewAmandaHoangJosephKouriehTutor:JörgenLindhJönköpingFebruary2007iBachelor’sThesisinInformaticsTitle:MobileCustomerRelationshipManagement–AStudyofmCRMadoptionintheSwedishMarketAuthor:YohannesBelachew,AmandaHoangandJosephKouriehTutor:JörgenLindhDate:2007-02-01Subjectterms:MobileCustomerRelationshipManagement,mCRM,CRM,TechnologyDiffusionAbstractManagingcustomerrelationshadbecomeanecessityforcompanieswhowanttosucceedintoday’scustomerorientedmarket.Newsystemsaredevelopedthatallowfirmstomanageandgoverntheirrelationshipstothecustomers.TheseapplicationsarecalledCustomerRelationshipManagement(CRM)Systemsandhavebecomeoneofthemostwidelyadoptedbusinesssolutionintheprivatesector.Inthemeantime,mobileinternetandmobilemarketinghavebecometwoofthemostpopularsubjectsmentionedinbusinessliteraturetoday.AnewsystemthatcombinesCRMandmobiletechnologieshasrecentlybeendeveloped:mobileCRM(mCRM).Thistypeofsystemwillallowcompaniestoenhancetheirwayofworkingwithcustomerrelationsandenablesnewwaysofofferingvaluetocustomers.ThemarketsizeofmCRMsystemshasgrownfroma$120millionindustryin2001toa$1,7billionindustriesin2005.Thecombinationofthegrowingtrendofcustomerfocus,mobiletechnologiesandmCRMsystemswillmostlikelyleadtomorecompaniesinvestinginmCRMsolutions.StillaninterestingquestionofthereasonsbehindmCRMadoptionremainsunanswered.ThemainfocusofthisthesisistofindoutwhycompanieschosetoadoptornotadoptmCRMsystems.TheoriesaboutCRM,mCRMandthespreadingoftechnology(TheTechnologyAcceptanceModel)havebeengatheredandexaminedinordertosupporttheresearch.Afteragainedinsightofthesubjectmatter,amethodologyisdiscussedexplainingresearchapproach.AqualitativeapproachisusedandinterviewsareconductedinordertofindbarriersandfacilitatorstomCRMadoption.Fourcompaniesfromdifferentindustrysectorswhereinterviewed,answeringtoquestionsconcerningtheirlevelofITadoption,CRMstrategyandperceptionofmCRM.TheresearchresultedinseveralreasonsformCRMacceptanceandrejection.TheprimaryreasonforinvestingmCRM,orconsideringinvestinginmCRM,wasfoundtobetheneedtoreachcustomersandsalesforceanytimeandanywhere.Also,currentITadoptionandITdependency,aswellasindustrysector,arefoundtoinfluenceattitudetowardsmCRM.FactorsthatarefoundnottoaffectmCRMadoptionaresizeofthefirmandexternalpressurefromthemarket.TheoverallperceptionofmCRMispositiveamongtherespondentsandallbelievethatthemobilityaspectofCRMwillbecomeincreasinglypopular.iiTableofContents1Introduction...............................................................................11.1Background............................................................................................11.2ProblemDiscussion................................................................................21.3Purpose..................................................................................................21.4Delimitations...........................................................................................21.5InterestedParties...................................................................................31.6DispositionofThesis..............................................................................32Theoreticalframework..............................................................52.1CRM.......................................................................................................52.1.1ObjectivesofCRM..................................................................................62.1.2TheISdevelopmentprocessforadoptingCRMsystem.........................62.1.3Organizationalcommitment....................................................................72.1.4Projectmanagement..............................................................................72.1.5Strategyandprocess..............................................................................72.1.6Technology.............................................................................................82.1.7Consequences.......................................................................................82.2eCRM.....................................................................................................82.2.1Definition................................................................................................82.2.2eCRMtoolsandbenefits......................................................................102.2.3DifferencebetweeneCRMandCRM...................................................102.3mCRM..................................................................................................112.3.1BenefitsofmCRM................................................................................122.3.2ProblemswithmCRM...........................................................................122.3.3Mobiledevices......................................................................................132.3.