Benefits of customer relationship management strategy through customer database
Kibbassa, Lilian (2013)
Kibbassa, Lilian
Satakunnan ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013052310398
https://urn.fi/URN:NBN:fi:amk-2013052310398
Tiivistelmä
The goal of this thesis is to elucidate the benefits that a company may achieve from employing CRM through its customer database. The thesis has two man parts, theo-retical and empirical. The theoretical part of the thesis include a brief introduction, purpose and objectives, information on database, objectives/benefits of CRM and strategies of employing CRM.
The introduction accounts for the background of the thesis. The purpose and objec-tives of the thesis is the next chapter, it explains the aim of this thesis supported by a conceptual framework which describes what it covers. The theory covers database with definition of database, what it consists of, desirable qualities of database and relation between database and CRM. It then entails the objectives/benefits of CRM. It also suggests three main strategies that a company can implement to employ CRM.
The empirical part supports the theoretical part with results from case companies. The main research problem for the thesis was ‘how does the company use its customer database to realize its CRM strategy and related objectives? ’The research was qualitative and used an online questionnaire. The analysis of collected information was done through a deductive approach. The results and analysis of case companies’ response (questionnaire) are explained. The results from case companies are compared with the theoretical ideas and proposals.
The introduction accounts for the background of the thesis. The purpose and objec-tives of the thesis is the next chapter, it explains the aim of this thesis supported by a conceptual framework which describes what it covers. The theory covers database with definition of database, what it consists of, desirable qualities of database and relation between database and CRM. It then entails the objectives/benefits of CRM. It also suggests three main strategies that a company can implement to employ CRM.
The empirical part supports the theoretical part with results from case companies. The main research problem for the thesis was ‘how does the company use its customer database to realize its CRM strategy and related objectives? ’The research was qualitative and used an online questionnaire. The analysis of collected information was done through a deductive approach. The results and analysis of case companies’ response (questionnaire) are explained. The results from case companies are compared with the theoretical ideas and proposals.