A multi-case study of CRM and privacy in three organizations
Master thesis
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http://hdl.handle.net/11250/136109Utgivelsesdato
2009Metadata
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Sammendrag
Privacy has been described as one of the major ethical concerns in the electronic society we
experience today. Companies and organizations are collecting considerable amounts of data
about their customers. Because of this, the need to keep the customer’s personal information
protected has become an important issue. The topic of identity theft and misuse of personal
information has been thoroughly covered in the literature. Many researchers state customers
are growing more concerned of how the companies they conduct business with are using and
storing their personal information.
CRM, Customer Relationship Management, is a concept promising businesses to create close
relationships with their customers by collecting information about their customers’ purchases
and movements. CRM is used to collect customer information electronically where the
information can be analyzed to know the customers’ needs and wants. CRM as a concept has
in recent years grown considerably and promises businesses this will enable them to learn
more about their customers as well as build closer and stronger relationships with them.
Researchers state CRM is becoming a “must have” for many businesses and the
organizational changes related to CRM is being forgotten in the process.
This research conducts as a multi-case study, to compare three participating organizations to
find similarities and differences among them on the topics of CRM, Privacy and Intent. The
major finding through this research is presented by comparing the three organizations and
creating a final graphical illustration of how the organizations place in a CRM/Privacy grid.
Through empirical analysis I have identified a relationship between the level of CRM within
an organization and the level of awareness of protecting the customers’ privacy. Included in
the level of CRM is the intent of personal information use imbedded in the company culture.
I have found companies where CRM is thoroughly implemented into the backbone of the
organization culture, the awareness and knowledge towards protecting customers’ privacy is
higher. I found companies with a clear and well defined way of using CRM and their
customer’s personal information; also have a clear picture of the challenges and difficulties
related to customers’ privacy.
This thesis has created insight into a topic a large amount of individuals are concerned about
and researchers have been focusing on over a long period of time. It has viewed this topic in
a new perspective and is to be used as a starting point for future research within the area. For
practitioners this thesis has created enlightenment to view CRM as something more than just a
technical tool. This thesis has also made practitioners aware of the importance to involve the
whole organization when seeking to protect customers’ privacy.
Keywords: CRM, Customer Relationship Management, Privacy, Intent, Personal
Information
Beskrivelse
Masteroppgave i informasjonssystemer- Universitetet i Agder 2009