CRM Systems in Industrial Companies

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4 CRM Systems in Industrial Companies Intra- and Inter-Organizational Effects Andrea Perna and Enrico Baraldi Uppsala University, Sweden

5 Andrea Perna and Enrico Baraldi 2014 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No portion of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, Saffron House, 6 10 Kirby Street, London EC1N 8TS. Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages. The authors have asserted their rights to be identified as the authors of this work in accordance with the Copyright, Designs and Patents Act First published 2014 by PALGRAVE MACMILLAN Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, registered in England, company number , of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan in the US is a division of St Martin s Press LLC, 175 Fifth Avenue, New York, NY Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave and Macmillan are registered trademarks in the United States, the United Kingdom, Europe and other countries. ISBN This book is printed on paper suitable for recycling and made from fully managed and sustained forest sources. Logging, pulping and manufacturing processes are expected to conform to the environmental regulations of the country of origin. A catalogue record for this book is available from the British Library. A catalog record for this book is available from the Library of Congress.

6 Contents List of Figures, Tables and Boxes Acknowledgments x xii 1 Introduction: Research Purpose, Methodology and Contribution Research context and purpose Theoretical frame and research questions Methodology Contributions and positioning The structure of this book 8 2 Customer Relationships in Industrial Networks The IMP perspective on business relationships The complexity of customer relationships Dynamics in customer relationships The beginning of customer relationships The development of customer relationships Discontinuity in business relationships Managing customer relationships A different perspective on KAM: The network view Summary 33 3 Connecting IT Systems, Users and Organizations The evolution of IT IT, work performance and users reactions Conceptualizing information and IT systems: Classification and taxonomy Classifying IT systems Information significance and classification The contributions of IT and factors favoring its embedding The impact of IT on organizations Intra-organizational effects of IT Inter-organizational effects of IT Summary 56 v

7 vi Contents 4 CRM, Its Roots in Management Studies and Recent Research Trends Introduction Setting the ground: The origins of CRM Multiple perspectives on CRM Key disciplinary domains, topics and perspectives in CRM-related research Definitions of CRM: An overview Summing up Implementing CRM A note on the technology side of CRM implementation Taking a B2B perspective on CRM Central research issues on CRM in a B2B setting Summary 75 5 Conceptualizing CRM as an Interacting Resource Introduction Toward an interactive perspective on resources Analyzing resource interaction: The 4Rs model Resource embeddedness Applying the resource interaction perspective to CRM Intra- and inter-organizational effects of CRM embedding Summary 91 6 Introducing CRM in an Industrial Company: The Case of the Loccioni Group Introduction Company background Loccioni s organization: General Impianti, AEA and Summa The production, sales and marketing processes The production process The sales process The marketing process and the evolution of Loccioni s marketing unit The structure of Loccioni s customer base Introducing the CRM system: The origins 107

8 Contents vii MDB : The tricky marketing database Exploiting the internal IT competences Why CRM? Setting the scene Developing the CRM system ( ) Preparing for CRM: The internal survey Designing the CRM infrastructure Implementing CRM ( ) Configuring the CRM system The testing phase Organizing training activities and the official launch Summary: From complex customer relationships to CRM Adopting and Using CRM at the Loccioni Group Introduction Different patterns in using the CRM system The engagement of CRM users Critical factors impacting the use of CRM at Loccioni Recovering the system Toward stabilized use: Some benefits show up Summary: From skepticism to moderate optimism Managing Six Important Customer Relationships: Loccioni s KAMs and CRM An overview of the six customer relationships Loccioni and Magneti Marelli The background of Magneti Marelli The business relationship between Loccioni and Magneti Marelli CRM in the business relationship between Loccioni and Magneti Marelli Loccioni and Whirlpool Europe The background of Whirlpool Europe The business relationship between Loccioni and Whirlpool Europe CRM in the business relationship between Loccioni and Whirlpool Europe Loccioni and Trenitalia The background of Trenitalia 163

9 viii Contents The business relationship between Loccioni and Trenitalia CRM in the business relationship between Loccioni and Trenitalia Loccioni and Continental Automotive Trading (CAT) The background of CAT The business relationship between Loccioni and CAT CRM in the business relationship between Loccioni and CAT Loccioni and Tod s The background of Tod s The business relationship between Loccioni and Tod s CRM in the business relationship between Loccioni and Tod s Loccioni and Haier The background of Haier The business relationship between Loccioni and Haier CRM in the business relationship between Loccioni and Haier Summary: Looking for CRM s effects on customer relationships Case Analysis: The Embedding and Effects of CRM at Loccioni Factors influencing the installation of CRM at Loccioni Intra-organizational effects of Loccioni s CRM Technical resource interfaces surrounding Loccioni s CRM system Organizational resource interfaces surrounding Loccioni s CRM Identifying the intra-organizational effects of CRM at Loccioni Inter-organizational effects of CRM Overview: The indirect nature of the inter-organizational effects of CRM The KAMs use of CRM and its effects on customer relationships 195

10 Contents ix Framing the inter-organizational effects of CRM Summary Conclusions: Results, Managerial Implications and a Research Agenda The findings of this study The effects of CRM at intraorganizational level The effects of CRM at interorganizational level Key contributions Managerial implications How to cope with CRM at intraorganizational level? How to cope with CRM at interorganizational level? Suggestions for further research 219 Notes 221 References 223 Index 237