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[{"key": "dc.contributor.advisor", "value": "Karjaluoto, Heikki", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Harju, Mikko", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2019-02-04T07:25:10Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2019-02-04T07:25:10Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2019", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/62672", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Asiakkuuksienhallintaj\u00e4rjestelm\u00e4n hy\u00f6dynt\u00e4minen perustuu ker\u00e4tyn ja jalostetun tiedon k\u00e4ytt\u00e4miseen erilaisilla asiakkuuksienhallinnan osa-alueilla sek\u00e4 markkinoinnin, myynnin ja palveluiden ohjaamiseen t\u00e4m\u00e4n tiedon avulla. T\u00e4m\u00e4n B2B-kontekstissa toteutetun laadullisen tapaustutkimuksen tarkoituksena oli selvitt\u00e4\u00e4 miten CRM-j\u00e4rjestelm\u00e4n tuottama tieto auttaa myyj\u00e4\u00e4 asiakasymm\u00e4rryksen kasvattamiseksi. Lis\u00e4ksi tutkimuksessa tarkasteltiin asiakasdatan laatua analyyttisen CRM:n ja tiedonhallinnan kontekstissa, sek\u00e4 CRM-j\u00e4rjestelm\u00e4n k\u00e4yt\u00f6n motivaatiota. Tutkimus toteutettiin puolistrukturoituina teemahaastatteluina aiemman tutkimuksen pohjalta teoriaosassa muodostetussa tutkimuksen viitekehyksess\u00e4. \nT\u00e4m\u00e4n tapaustutkimuksen kontekstin asiakkuuksienhallinnassa tunnistetut tietotarpeet ovat asiakkaan liiketoiminta ja sen kehitys, asiakkaan tuote- ja palvelutarve, kilpailijatiedot ja asiakkaan toimittajapositiot, oman toiminnan kehitt\u00e4minen ja omat asiakkaaseen liittyv\u00e4t aktiviteetit ja toiminta. Teknologiset ratkaisut mahdollistavat tehokkaan asiakasdatan ker\u00e4\u00e4misen, mutta teknologia on vain v\u00e4line asiakkaiden kuuntelemiseksi ja heid\u00e4n tarpeidensa ymm\u00e4rt\u00e4miseksi. Laadukkaan asiakasdatan ker\u00e4\u00e4minen edellytt\u00e4\u00e4 koko organisaation sitoutumista asiakassuuntautuneisuuteen ja asiakastiedon hallintaprosessiin. \nT\u00e4m\u00e4 tutkimus vahvistaa osaltaan aikaisempia l\u00f6yd\u00f6ksi\u00e4, joissa on havaittu heikkolaatuisen tai puutteellisen asiakasdatan olevan merkitt\u00e4v\u00e4 ongelma asiakkuuksienhallinnassa ja siin\u00e4 k\u00e4ytettyjen ty\u00f6kalujen hy\u00f6dynt\u00e4misess\u00e4. Lis\u00e4ksi tunnistettiin muita tekij\u00f6it\u00e4, jotka ovat esteen\u00e4 CRM-j\u00e4rjestelmien tehokkaalle hy\u00f6dynt\u00e4miselle. Ulkoisen asiakasdatan k\u00e4ytt\u00f6 yrityksen oman asiakasdatan rikastamiseksi hy\u00f6dytt\u00e4\u00e4 myynti\u00e4 sek\u00e4 olemassa olevien, ett\u00e4 uusien asiakkaiden analysoimisessa. Tutkimuksen perusteella liikkeenjohdolle suositellaan asiakkuuksienhallinnassa tarvittavien vuorovaikutus- ja tiedonhallintakyvykkyyksien m\u00e4\u00e4rittelemist\u00e4 ja vahvistamista organisaatiossa. Johdon tulee varmistaa asiakkuuksienhallinnassa tarvittavan tiedon laadukas ker\u00e4\u00e4minen ja tallentaminen, sek\u00e4 riitt\u00e4v\u00e4 tuki myyjille CRM-j\u00e4rjestelm\u00e4n k\u00e4yt\u00f6ss\u00e4. Ker\u00e4tyn tiedon avulla kannattaa pyrki\u00e4 mallintamaan asiakkaiden ostoprosessit ja mallintaa myyntiputket erilaisille asiakkaille heid\u00e4n ostoprosessiensa mukaan.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2019-02-04T07:25:10Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2019-02-04T07:25:10Z (GMT). No. of bitstreams: 0\n Previous issue date: 2019", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "59", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "CRM", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Customer Data", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Analytical CRM", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Knowledge Management", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "CRM-j\u00e4rjestelm\u00e4n tuottaman tiedon hy\u00f6dynt\u00e4minen B2B-myynniss\u00e4", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201902041386", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", 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