A multi-case study of CRM and privacy in three organizations

Abstract

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