The importance database in customer lifecycle management : Case: UPRA Salers
Borne, Elodie (2008)
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The purpose of this thesis was to discover and explore the importance of database in customer lifecycle. Nowadays valuable customer retention is one of the principal objectives of the companies. Database is a tool to achieve this goal. The challenges of the study were to define clearly the concepts in relation with the thesis such as relationship marketing, to clarify a subject that is pretty new and to conceive a tool for companies. In the first part of the thesis, the principal topics essential to the subject comprehension were discussed. The principal objective of the theoretical part was to confront the different theories concerning the subject. In the empirical part of the thesis, the theories were compared to the information collected through the semi-structured interview. The objective of this part was to see how a company, with financial limitations, can deal with a database management strategy and to give pieces of advice to the company. The research revealed that the most important thing is to have a database adapted to the objectives and to the company capabilities. The communication and corporate commitment are also fundamentals to implement an efficient customer relationship management politic.