CUSTOMER RELATIONSHIP MANAGEMENT AS A STRATEGY TOWARDS CUSTOMER RETENTION : at DEKRA INDUSTRIAL OY, FINLAND
Muller, Jani (2021)
Muller, Jani
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021121526156
https://urn.fi/URN:NBN:fi:amk-2021121526156
Tiivistelmä
A key purpose of any business is profitability. Thus an important focus for any organisation iscustomer retention.
Although widespread academic research has emphasised the value and importance of managing relationships with clients , much less research have explored the management and maintenance of client relationships within the industrial service industry and very little research has been found specific to Finnish clients in this sector, with the emphasis on client retention. DEKRA Industrial Oy' is the commissioner of this study.
This study answers the following research questions:
1.) How does Customer Relationship Management influence customer retention?
2.) What does the commissioner's current customer retention strategy entail, and is it effective?
3.) How can DEKRA's clients be better retained for long-term transactions?
The methods of an in-depth, face to face interview with the Director, Sales & Business
Development of DEKRA and an interview schedule with clients of DEKRA was used as the methods in this study.
This study led to the conceptualization of a traditional plan for DEKRA´s NDT industry-specific customer retention tactics. The traditional plan for the implementation of client retention strategies is a synthesis of current academic suggestions (from the fields of CRM, public relations, and marketing management) and concepts from the practical side of the NDT industry, thus encompassing all possible approaches to effective client retention.
This method is contemporary, relevant, and is based on research from three sources: literature, customers, and the organization´s management. Thus, this traditional plan for implementing client retention strategies should help the organisation implement and maintain successful client retention initiatives, thus increasing organizational profitability
Although widespread academic research has emphasised the value and importance of managing relationships with clients , much less research have explored the management and maintenance of client relationships within the industrial service industry and very little research has been found specific to Finnish clients in this sector, with the emphasis on client retention. DEKRA Industrial Oy' is the commissioner of this study.
This study answers the following research questions:
1.) How does Customer Relationship Management influence customer retention?
2.) What does the commissioner's current customer retention strategy entail, and is it effective?
3.) How can DEKRA's clients be better retained for long-term transactions?
The methods of an in-depth, face to face interview with the Director, Sales & Business
Development of DEKRA and an interview schedule with clients of DEKRA was used as the methods in this study.
This study led to the conceptualization of a traditional plan for DEKRA´s NDT industry-specific customer retention tactics. The traditional plan for the implementation of client retention strategies is a synthesis of current academic suggestions (from the fields of CRM, public relations, and marketing management) and concepts from the practical side of the NDT industry, thus encompassing all possible approaches to effective client retention.
This method is contemporary, relevant, and is based on research from three sources: literature, customers, and the organization´s management. Thus, this traditional plan for implementing client retention strategies should help the organisation implement and maintain successful client retention initiatives, thus increasing organizational profitability