The implementation process of customer relationship management: case company X
Nguyen, Hang (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021053112607
https://urn.fi/URN:NBN:fi:amk-2021053112607
Tiivistelmä
Customer relationship management (CRM) is not a new term to customer-centric business. The desire of every business is to know customer’s demand and try to create the competitive advantage over the competitors. However, managing the customer relationship and making the customers satisfied is a comprehensive work.
The main purpose of this research is to provide a view on how the CRM process was implemented by case company X. In the theoretical section, an overview of customer relationship and customer relationship management will be provided for the reader. The theory states why enterprises need to use CRM to create value. A qualitive method was decided to be used for the primary data in the empirical study. Additionally, the secondary data was collected through several documentation in books and online sources.
The main research question was: “How is the implementation process of CRM in the case company?”. This main question was subsequently divided into three areas of the concept CRM: the objective, the strategy, and the component that the company used. Lastly, the effectiveness of the strategy is presented in the measurement part.
The results of the research brought up the importance of CRM strategy to improve the customer satisfaction. In addition, by using the CRM strategy, the company was able to concentrate on delivering the value to customers and create value for themselves. The customer loyalty and retention were not included in the final results since the data sample size was narrow.
The main purpose of this research is to provide a view on how the CRM process was implemented by case company X. In the theoretical section, an overview of customer relationship and customer relationship management will be provided for the reader. The theory states why enterprises need to use CRM to create value. A qualitive method was decided to be used for the primary data in the empirical study. Additionally, the secondary data was collected through several documentation in books and online sources.
The main research question was: “How is the implementation process of CRM in the case company?”. This main question was subsequently divided into three areas of the concept CRM: the objective, the strategy, and the component that the company used. Lastly, the effectiveness of the strategy is presented in the measurement part.
The results of the research brought up the importance of CRM strategy to improve the customer satisfaction. In addition, by using the CRM strategy, the company was able to concentrate on delivering the value to customers and create value for themselves. The customer loyalty and retention were not included in the final results since the data sample size was narrow.