Strategy of Customer Relationship Management in Multinational Corporations

Abstract

A successful strategy and system of Customer Relationship Management will help the company to better understand the needs and the behaviour of customers. Especially in Multinational Corporations, which an organization that owns or controls production of goods or services in one or more countries other than its home country. Due to the various background of customers have different perspectives, preferences and purchase behaviours, it is very difficult and also important to understand and manage the relationship between customers and the company.

This thesis discusses about the strategy to optimize the relationship between a firm and its customers to find more opportunities to create competitive advantages. And it mainly focuses on the perspectives of people (particularly from culture and social aspects), information technology and business process to understand the present and future customers, therefore to come up a strategic CRM framework for MNCs.

The theoretical data is analysed and processed base on the different articles and literatures. The interpretive and qualitative methodology is adopted in the empirical data collection approach, and the analysis method will be based on content analysis.

The result of this Master’s thesis proposes a final CRM framework in MNCs based on the empirical findings, which is integrated with a CRM Evaluation. In order to build a successful CRM strategy, in addition to considering People, Information Technology and Business Process, the other factors like the company’s organizational structures and the local business environments should also take into consideration. Through evaluating the results of the implementation of this CRM framework, then to develop and manage the future business process accordingly.