Cross-Case Analysis: Comparison of CRM requirements and need for CRM functionality

The analysis show that there are some differences in needs of CRM functionality between Company A and Company B, the major differences will be presented below. The section also includes a cross-case analysis of the causes to the differences between the theory and the empirical findings.

Marketing Automation

Campaign Management

Company B has a much more extended need for “Campaign Management” functionality than Company A. However, the likeliness that this has anything to do with that they are operating within different industries is very small. This since the execution of campaigns isn’t specific for the service industry.

Cross-selling functionality

Company A doesn’t need Cross-selling functionality, meanwhile Company B thinks it will be useful when their organization is ready for it. This indicates that Company B is a little more open to use CRM functionality in order to improve their work, while Company A prefer to stay with their current way of working as long as it’s effective.

Sales Force Automation

Sales Process/Activity Management Analysis of the Sales Process

Company B mentions the need for performing analysis of the sales process where the duration of critical activities is estimated, which is not brought up by Company A. This difference is probably due to that Company B is more process-oriented than Company A.

Sales & Territory Management Pipeline Management

The major differences regarding functionality for “Sales & Territory Management” is that Company B need “Pipeline Management” functionality, while Company A doesn’t require it. This might have various reasons. First of all, the two companies are at different stages in the CRM development process, where Company B is more fitted to the CRM approach. In addition, Company B is more process-oriented and is therefore more interested in managing the sales process. What also may have an influence is that the companies have different purposes with a CRM system, where Company B seem more positive to complex functionality.

Contact Management Organize and Manage Data

Another thing that differ between the two study objects is the need for recording of information. Since Company A is targeting retailers and distributors it’s much more important to record information about the customers’ business performance.

Lead Management

Company B likes to perform analysis of the lead management process, which is not the case at Company A. The reason to why the needs of the companies differ might be that Company A doesn’t consider the lead finding process as important as Company B does.

Mobile CRM

The customers to Company A needs possibilities to “Interact with the CRM system”, which isn’t emphasized by Company B. The reason might be that Company B’s customers don’t have the same need of support as Company A’s customers. However, this doesn’t imply that the functionality supporting “Interaction with the CRM system” is primly needed by customers to production companies. For example, customers to bank services often likes to interact with the suppliers systems via a Web-browser.

Customer Service & Sales Support

One of the major differences regarding need for CRM functionality is concerning “Customer Service & Support” functionality. This is due to that the product offered by Company B doesn’t require a lot of service, compared to the products offered by Company A.

6.3.5.1 Cross-Case Analysis: Comparison of causes to differences between theory and empirical findings

When comparing what is causing the differences between the theory and the empirical findings it appears like several of the causes are the same for the two companies. In both cases the lack of integration with the production process is one reason to that differences appear. In addition, the empirical findings from both companies differ from theory due to the specific characteristics of their businesses, and due to difficulties with implementing functionality. Furthermore, differences in how detailed the description of CRM functionality is, also cause variation between the theory and the empirical findings. The fact that some functionality is too technical to be mentioned by the study objects also apply for both cases. Finally, regarding the purpose with functionality concerning “Managing of Activities Regarding Bonus & Commissions” both case studies show that the theory might have the wrong focus. For Company A, the fact that they are in an early stage of the CRM development process cause differences between the theory and the empirical findings. This can be compare with the dissimilarities that are caused by that Company B isn’t totally adopted to the CRM approach.

The causes to the differences between theory and the empirical findings that are specific to Company A are the level of experience among the employees, the selected target group, the purpose with the CRM system, and the need for integration with the order process. For Company B, these aspects doesn’t imply that any differences appear.

6.3.6 Comparison of CRM requirements & need for CRM