Customer Relationship Management : Evaluating customer Relationship Management:case Lennol Oy
Ndila Mutua, Esther (2011)
Seinäjoen ammattikorkeakoulu
2011
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201105107118
https://urn.fi/URN:NBN:fi:amk-201105107118
Tiivistelmä
The objective of this thesis was to study the CRM of the Lennol Company which is a linen company situated in Finland, Jalasjärvi. The Company wanted to know if their CRM is effective and how they can make it more profitable for the company. The theoretical framework is constructed using materials on theories on Customer Relationship Management. This part consists of characteristics of effective CRM and benefit of CRM. The author also mentions the reasons for failure of CRM and also how business can improve effectiveness of CRM.
Qualitative and Quantitative methods were used to gather the information needed to conduct this case study. The results of the research reveal that Lennol has being benefiting from CRM by creating customer satisfaction and loyaty. The author of this study recommend Lennol to create a clear customer strategy to maximize the CRM. They need also to be doing evaluations of the metrics for CRM.
Qualitative and Quantitative methods were used to gather the information needed to conduct this case study. The results of the research reveal that Lennol has being benefiting from CRM by creating customer satisfaction and loyaty. The author of this study recommend Lennol to create a clear customer strategy to maximize the CRM. They need also to be doing evaluations of the metrics for CRM.