Business

The CRM Strategy in Wirtek

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Adrianna Małgorzata Ciupa

International Business Economics

10th semester project

February 2008

Title Page

Aalborg University

IBE 10th Semester 2008

The project topic:

The CRM strategy in Wirtek

The project timeframe:

01.10.2007-25.02.2008

Supervisor:

Susan Vonsild

The Author:

Adrianna Ciupa

Table of Contents

Title Page 2

Table of Contents 3

Introduction 4

The scope of the research and the problem formulation 5

Motivation 6

Presentation of Wirtek 7

Wirtek’s Value Chain 10

The approach to customer oriented projects 11

Wirtek Acquisitions 13

Research Design 14

Research Methodology 18

The picture of the system 25

Data collection 27

Limitations of the research 28

Theoretical Framework of CRM 29

Theoretical roots of CRM 30

Strategic, Analytical and Operational CRM 32

The impact of CRM strategy on the organization 38

Value creation through CRM 40

The Customer Management Value Chain 40

The CRM value chain 42

The comparative analysis of two presented models 47

Wirtek’s CRM Strategy 49

Objectives of the CRM strategy in Wirtek 50

Wirtek’s Sales Process 51

Value Creation through CRM in Wirtek 55

Conditions for optimization of value through CRM strategy: 57

The theoretical view on the sources of value 60

Recommendations 61

Conclusion 67

Reflections 68

Bibliography 69

Introduction

Customer Relationship Management (CRM) is no longer a system providing competitive advantage for users. It has become a necessity for company’s survival. Nowadays, the marketplace is extremely complicated. Business- to -business and business -to -customer relationships have become global. As a result of the size and complexity of the markets, a wide range of business processes and IT tools are required to achieve cost efficient...