Customer Relationship Management : Strategy Process Evaluation
Din, Fazal (2014)
Din, Fazal
Laurea-ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201405219064
https://urn.fi/URN:NBN:fi:amk-201405219064
Tiivistelmä
Before the advent of globalization the mantra of "Customer is King", was preached by large organizations. With the development of technology and the business environment, multinationals better understand the importance of customer retention and customer loyalty. Customer loyalty, attained by sustainable customer relationship, is the focus of most of the companies around the world. For any large organization customer relationship management, under the umbrella of business vision, mission and objectives, plays an important role to focus on a sustainable relationship with customers.
This study was conducted to examine the CRM strategic process of Mobilink Telecom. The main objective of the study is to evaluate the CRM strategy process and to clarify how the strategy is planned, developed and implemented and if it needs any improvement. Qualitative research method has been used to conduct the research work. Semi-structured interviews were conducted with higher and middle management in Mobilink to collect data. By analysing the data from the interviews, the pros and cons of the CRM strategy process have been elaborated.
The study revealed that the company's CRM strategy is truly customer oriented and customer satisfaction is key objective of the company. Well planned strategy with well trained, enthusiastic and acknowledged employees, all are proving best possible assets for the company. Consequently, there is an increase in loyal customers of the company who enjoy the privilege of extra benefits and services which other non-premier customers can not enjoy.
In conclusion, some problems and their solutions have been discussed; problems such as lowering the budget of CRM department, firing good employees and growing customers' demands should be resolved. It is suggested as solutions that the company should not lay-off all good employees as they were considered assets for the company. Budget allocated to CRM department should be supervised. Managers should focus more to utilize the budgets on customers rather than staying ignorant. Last but not least to fulfil customers' growing demands the company should follow the change of market trend. In certain cases the company should behave proactively rather than reactively to read customers' buying behaviour and should utilize all of its available resources.
To divide the load of calls to call centres, the company should build a new state of the art call centre to solve the problem of SIM card registration. For which ever day thousands of customers are calling to help lines to register their SIM cards and activate them. As these problems would be solved company would have a better image to new customers and existing customers would also be more satisfied.
This study was conducted to examine the CRM strategic process of Mobilink Telecom. The main objective of the study is to evaluate the CRM strategy process and to clarify how the strategy is planned, developed and implemented and if it needs any improvement. Qualitative research method has been used to conduct the research work. Semi-structured interviews were conducted with higher and middle management in Mobilink to collect data. By analysing the data from the interviews, the pros and cons of the CRM strategy process have been elaborated.
The study revealed that the company's CRM strategy is truly customer oriented and customer satisfaction is key objective of the company. Well planned strategy with well trained, enthusiastic and acknowledged employees, all are proving best possible assets for the company. Consequently, there is an increase in loyal customers of the company who enjoy the privilege of extra benefits and services which other non-premier customers can not enjoy.
In conclusion, some problems and their solutions have been discussed; problems such as lowering the budget of CRM department, firing good employees and growing customers' demands should be resolved. It is suggested as solutions that the company should not lay-off all good employees as they were considered assets for the company. Budget allocated to CRM department should be supervised. Managers should focus more to utilize the budgets on customers rather than staying ignorant. Last but not least to fulfil customers' growing demands the company should follow the change of market trend. In certain cases the company should behave proactively rather than reactively to read customers' buying behaviour and should utilize all of its available resources.
To divide the load of calls to call centres, the company should build a new state of the art call centre to solve the problem of SIM card registration. For which ever day thousands of customers are calling to help lines to register their SIM cards and activate them. As these problems would be solved company would have a better image to new customers and existing customers would also be more satisfied.