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Date:                  2009-05-27

Level:                 Master Thesis in International Business and Entrepreneurship, 15 ECTS

Institution:        School of Sustainable Development of Society and Technology, Mälardalen University

Title:                  The Implementation of Customer Relationship Management (CRM) in the Automotive Industry

Supervisor:       Peter Ekman

Research           Exploiting the stages of CRM implementation and looking into the obstacles faced

Issue:                 during the deployment in order to recommend efficient usage of CRM.

 Purpose:            The study aims to investigate how to implement Customer Relationship Management in the companies of the automotive industry and through the analysis of the CRM practices of these companies, to introduce how similar companies can achieve efficient usage of CRM as a business tool.

Methodology:  The thesis relies on a case study approach using different types of interviews and observation.

Conclusions:     CRM is a never-ending process and needs to be managed step by step in      manageable chunks in order to be successful. The CRM implementation requires the creation of a vision which is communicated by management and carried out by employees through a well chosen CRM software in order to achieve business benefits.

Keywords:        CRM, implementation of CRM, CRM process