Customer relationship management as a cloud service empirical inductive analysis of cloud CRM implementation using salesforce as an example

Abstract

Nowadays, companies must adapt to rapidly changing market situations. Technologies are con stantly evolving and impacting the cutting-edge Customer Relationship Management (CRM) systems. By implementing modern cloud CRM systems like Salesforce, companies can adapt to changing customer needs, which can help gather and effectively use data about their custom ers and stay competitive in the marketplace. This thesis examines how companies have mi grated their CRM systems to the cloud. It is based on the following three research questions: Which benefits and opportunities arise from the implementation of Salesforce? Which obsta cles and risks are companies facing during the change process? Which actions should be taken to achieve a successful implementation? In answering them, it explains which benefits, oppor tunities, downsides, and obstacles are faced by clients and consultants by the conversion to Salesforce compared to the on-premises solutions used to date. In addition, recommendations for action that have positively influenced the implementation and are thus considered to point the way for other implementation approaches are identified. Based on the results of in-depth interviews, this thesis inductively derives empirical results. In addition, existing information and theories on cloud-CRM implementation are drawn upon to analyze and elaborate on the insights gained in the interviews.

Date of Award	27 Jan 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Filipa de Almeida (Supervisor)