Case study-fujitsu and CRM : the impact of customer relationship management on Futjitsu as a service providing company

Abstract

This case study named “The impact of customer relationship management on fujitsu as service providing company” has as its main aim analysing the impact of CRM on a company’s customer satisfaction. What are the benefits for a company by using CRM and if it would improve, using Fujitsu as our case study. How Fujitsu measures its customer satisfaction is one of the issues developed in this thesis. Some of the methods used are Customer Satisfaction Interview Programme (CSIP); Customer Satisfaction Scorecard (CSS) and User Surveys. These surveys give Fujitsu the opportunity to acquire a better overview of the customers' satisfaction. Nevertheless, its not for sure that these aims and predictions will be completely successful and in this theses, and through this Study Case, we will try to understand the success level of these methods and prediction and analysis of a CRM tool implementation in Fujitsu, as per the objectives established in this dissertation. Therefore is the general objective of the thesis analysing the impact of CRM on a company’s customer satisfaction. In order to respond to this objective we will study firstly how Fujitsu measures its customer satisfaction at this moment. By getting an answer to this objective, we will be able to identify what the company misses by not using CRM and identify what is missing in Fujitsu’s current customer satisfaction measurements and what CRM could add. In a second stage, it is important to study what would change if Fujitsu used CRM - its impact. In order to respond to this, we will study several theories and concepts related to the term CRM. Also will we study the benefits, advantages and disadvantages for the organization using CRM. We predict that CRM would give Fujitsu a better knowledge of their customers, which could lead to the development of better relations with Fujitsu’s existing customers. This can lead to better marketing of products and services and better deal qualification by focusing on several aspects. Besides all this, it is also very important to try to predict the risk of the implementation of using CRM. This case study involved the use of multiple sources and techniques in the data gathering process. The analysing techniques and tools to collect data used were surveys, documentation review and observation. The variants included in this particular study case were Literature Case Study, developed by looking exclusively at already existing/published materials and Field Case Study which involves the gathering of original research by gathering data within the context being studied, involving also direct observation.