Mid Sweden University

Customer Relationship Management (CRM) has become a critical objective for many projects worldwide, emphasizing the importance of building lasting customer relationships and optimizing interactions. Furthermore, the COVID-19 pandemic has accelerated the need for digital transformation, compelling companies to adopt a multichannel CRM strategy. This strategy aims to provide customers with a seamless and consistent experience across various digital channels, including social media and the internet. The overall purpose of this study is to critically examine how Swedish Small and Medium Enterprises (SMEs) are using multichannel CRM, as well as the drivers and challenges they face. Existing research on multichannel CRM and the Technology- Organization-Environment framework serve as the theoretical foundation for this study. Data was gathered through semi-structured interviews with representatives from 10 Swedish SMEs. The findings indicate that the driving forces behind multichannel CRM include targeting diverse customer groups, maintaining competitiveness, attracting new customers as well as talent, and showcasing skills. Furthermore, the predominant challenges identified include resource limitations, time-consuming updates, maintaining quality and relevance, ever-evolving customer demands, creating video content, required technical skills, and market noise. Finally, the findings also highlight the strategic approach adopted by SMEs in utilizing multichannel CRM to show off their main channel, build their brand, expand their reach, and foster meaningful connections with customers.