Change process during a CRM system implementation The journey of a CRM system at Volvo Truck Corporation

Abstract

Readings concerning Customer Relationship Management (CRM) show that it is not always easy to implement such a system. Although most of these readings provided solutions for making these kinds of implementations a success, only a few have highlighted the importance of the users as carriers of the change during a CRM implementation project. This thesis aims to understand the role of the people during CRM system implementation projects, from a change management perspective, by identifying some of the enablers and obstacles that arise in such projects. The thesis uses three different cases: one main and two contrast companies. Combining the three narratives and theories, related to change management, the thesis intends to take the reader on a journey of CRM system implementation projects. The thesis highlights the importance of soft issues during a change process and the balance between the soft and hard approaches of managing change that may have to be established. The use of these approaches may only be of help if it matches the context of the company.