RELATIONSHIP MANAGEMENT REPORT : How to Improve System Integrator's Relationship in B2B
Kamara, Samppa (2017)
Kamara, Samppa
Oulun ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201705086887
https://urn.fi/URN:NBN:fi:amk-201705086887
Tiivistelmä
Specim Ltd is a Finnish hyperspectral imaging company that has gained tremendous achievement in the industry due to its reputable management and vast customers (system integrators) network. This study looks at why the company should improve its relationship with its customers. The overall aim of the study was to seek ways on how to improve such relationship to maintain long-term competitiveness.
The study was based on qualitative method, and includes a theory section and an empirical section. The theory section consists of five sub-sections; relationship marketing section; customer relationship; today’s customer want; creating the right customer value proposition; and marketing communication section. The empirical section consists of a desk-top research carried about by Esko Herrala, co-founder and director at Specim, and author’s own first-hand reports about; Core Competitor’s Partnership report, New Products and Applications trend, and Core Products Comparison report 2016. Additionally, an empirical assessment of how Specim Ltd presently engage with its customers was evaluated.
The Findings indicated that Specim Ltd has a weak relationship with its vast customer network. As such, suggestions were made as to how the company can improve its customer relationship. Lack of customer engagement through web conference means that information flow between the company and its customers is lacking. Whereas, the presence of some customers that are not passionate about the company brand and its products means that Specim Ltd must evaluate its strategic customer alliance. In addition, the company need to review its re-targeting ads approach, and find a swift way to continuously attract the right potential customers.
Industrial customers are important stakeholders at Specim Ltd. As such, it is crucially important for the company to build effective relationship with them. To achieve such relationship, the company should create platforms through which these customers are continuously engaged with. This will help the company to understand customers changing needs and wants and further help to create a unique value preposition for existing and potential customers.
The study was based on qualitative method, and includes a theory section and an empirical section. The theory section consists of five sub-sections; relationship marketing section; customer relationship; today’s customer want; creating the right customer value proposition; and marketing communication section. The empirical section consists of a desk-top research carried about by Esko Herrala, co-founder and director at Specim, and author’s own first-hand reports about; Core Competitor’s Partnership report, New Products and Applications trend, and Core Products Comparison report 2016. Additionally, an empirical assessment of how Specim Ltd presently engage with its customers was evaluated.
The Findings indicated that Specim Ltd has a weak relationship with its vast customer network. As such, suggestions were made as to how the company can improve its customer relationship. Lack of customer engagement through web conference means that information flow between the company and its customers is lacking. Whereas, the presence of some customers that are not passionate about the company brand and its products means that Specim Ltd must evaluate its strategic customer alliance. In addition, the company need to review its re-targeting ads approach, and find a swift way to continuously attract the right potential customers.
Industrial customers are important stakeholders at Specim Ltd. As such, it is crucially important for the company to build effective relationship with them. To achieve such relationship, the company should create platforms through which these customers are continuously engaged with. This will help the company to understand customers changing needs and wants and further help to create a unique value preposition for existing and potential customers.