Implementing CRM As A Traditional OEM:Challenges And Solutions

Customer Relationship Management is nowadays a very prevalent practice in each enterprise and industry.Yet,companies,especially traditional companies are having troubles implement-ing and benefitting from customer relationship management systems.This thesis addresses this issue and investigates how,why and to what degree traditional original equipment manufactur-ers are differing themselves from other companies and industries.Furthermore,this work will explore the exact challenges of an OEM when implementing CRM using different use cases.The thesis will start with an empirical review of literatures explaining the current research status of different topics and subtopics like customer relation management,big data and data analytics.Also the theory of the customer buying process will be introduced.A quantitative research on the major challenges of CRM in general will follow before coming to two use cases that will explore the main issues of OEM's using CRM systems.In this part,the hypothesis developed using quantitative research will either be confirmed or neglected.In the end this thesis will give managerial solution approaches on how to improve the implementation of CRM systems in OEM's in order to create competitive advantages and gain useful knowledge through big data.