Managing customer relationships in media industry : case study Subtv Oy
Hupli, Miika (2009)
Hupli, Miika
Laurea-ammattikorkeakoulu
2009
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-200906023595
https://urn.fi/URN:NBN:fi:amk-200906023595
Tiivistelmä
Objective of this research is to analyze the importance of customer relationships in media industry and evaluate the current situation in case company. In addition, this report should provide answers to help improving relationship management in the case company. Case company of this research is Subtv, part of MTV Media. Subtv Oy manages TV Channel Sub and Internet site sub.fi. Customer relationships in business-to-business (B2B) sector are discussed in this thesis. The customer relationship and the impact of good relationship management are
evaluated.
Subtv Oy and Sub are both discussed in this thesis. To avoid confusion, it is important to realize that Subtv Oy is name of the company, and Sub is the name of TV Channel.
Media industry consists of numerous diverse operators that operate to achieve their own objectives. Companies use media to reach their prospective customers and to be able to accomplish, they usually need help of advertising-agencies and media-agencies. These three parties form the decision making unit that selects the appropriate media to be used. Sub is a rapidly growing national TV-Channel that operates on commercial basis in Finland. In other words advertising customers are the main source of incoming cash flows.
Subtv Oy is competing in rapidly growing operating environment where each customer relationship is seen as a new opportunity and customer loyalty is the focus of all companies. This report discusses how a company can differentiate with customer relationship management and evaluates the actions conducted in Subtv Oy.
Business-to-business relationships between Subtv Oy, its customers, media agencies and advertising agencies are considered the customer relationship in this research. Theoretical study is conducted according to many studies on customer relationship management (CRM).
Relationships are categorized by their type and value and the link between long term customer satisfaction, loyalty and profitability is discussed. All relationships cannot be considered equally important, and therefore some relationships require more focus. The reasons to select most important customers are discussed as well as methods to manage the key accounts. Also customer relationship strategies are discussed in theory section. Empirical research is conducted using qualitative methods. Industry is taken into account as characteristics of media industry are described. Case company’s Sales director and sales managers, marketing director and channel manager are interviewed to collect accurate information about case company.
evaluated.
Subtv Oy and Sub are both discussed in this thesis. To avoid confusion, it is important to realize that Subtv Oy is name of the company, and Sub is the name of TV Channel.
Media industry consists of numerous diverse operators that operate to achieve their own objectives. Companies use media to reach their prospective customers and to be able to accomplish, they usually need help of advertising-agencies and media-agencies. These three parties form the decision making unit that selects the appropriate media to be used. Sub is a rapidly growing national TV-Channel that operates on commercial basis in Finland. In other words advertising customers are the main source of incoming cash flows.
Subtv Oy is competing in rapidly growing operating environment where each customer relationship is seen as a new opportunity and customer loyalty is the focus of all companies. This report discusses how a company can differentiate with customer relationship management and evaluates the actions conducted in Subtv Oy.
Business-to-business relationships between Subtv Oy, its customers, media agencies and advertising agencies are considered the customer relationship in this research. Theoretical study is conducted according to many studies on customer relationship management (CRM).
Relationships are categorized by their type and value and the link between long term customer satisfaction, loyalty and profitability is discussed. All relationships cannot be considered equally important, and therefore some relationships require more focus. The reasons to select most important customers are discussed as well as methods to manage the key accounts. Also customer relationship strategies are discussed in theory section. Empirical research is conducted using qualitative methods. Industry is taken into account as characteristics of media industry are described. Case company’s Sales director and sales managers, marketing director and channel manager are interviewed to collect accurate information about case company.