Customer relationship management : Case Urakointiasennus M. Rautio Oy

Abstract

The objective of the thesis was to provide an overall understanding of Customer Relationship Management (CRM), its’ implementation and advantages. Nowadays companies that value customer experience are the ones to achieve competitive advantage. Successful customer experiences enhance customers’ trust and loyalty towards the company. Managed customer relationships save costs and time, increase customer satisfaction and lead to higher return on investment.

The main findings were that CRM is not only about technology: people and processes play an important role on whether the implementation succeeds or fails. Key words for successful implementation are commitment, careful planning and training.

The case company, Urakointiasennus M. Rautio Oy was interviewed on how they do customer relationship management. The research showed, that the company is customer-oriented and values customer experience. The company learns from feedback and customizes products and services for the customer.