Enhancing Customer Loyalty Through UX-centric CRM Strategies
Soliman, Sameh (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023120734987
https://urn.fi/URN:NBN:fi:amk-2023120734987
Tiivistelmä
This research is a research-based bachelor thesis conducted by the author to explore how businesses can use user-centered design (UCD) principles to improve customer relationship management (CRM) systems and, in turn, boost customer loyalty and retention.
The research explores the practical implications of integrating UCD principles into CRM strategies. Drawing from the theoretical framework and real data and insights gathered from different sources in addition to qualitative structured interviews with industry experts, the research demonstrates that businesses implementing user experience (UX) principles, such as ensuring good usability, designing simple user interfaces (UI), facilitating easy feature usage, and gathering user feedback, can significantly improve customer experiences. These enhancements foster customer loyalty and retention, crucial factors in today's customer-centric business environment.
This research consists of an introductory chapter presenting the research background, objectives, research, methods, and key concepts. The second chapter discusses the literature review, covering key topics such as CRM, UX, and UCD and the connection between these areas. The third chapter presents the empirical part of this research, including the research implementation and structured interviews with industry experts highlighting the key findings. Lastly, the fourth chapter presents the research results and findings and closes with practical recommendations for businesses to effectively incorporate UCD principles in their CRM strategies.
In conclusion, this research addresses the importance of integrating UCD principles into CRM strategies. It provides practical insights for businesses seeking a deeper understanding of how UCD can improve CRM systems and foster customer loyalty. By understanding and addressing user needs through UCD principles, businesses can transform their CRM systems into powerful tools for building customer loyalty and achieving sustainable business growth.
The research contributes to the sustainable ongoing discourse on effective CRM strategies, empowering businesses with insights to optimise their CRM systems and cultivate enduring customer relationships. The research process enriched the author's understanding of CRM, UX, and UCD, fostering both personal and professional growth. Exploring these crucial business topics has fostered a greater understanding of customer relationships and the impact of design on business success. The research process further refined the author's critical thinking and analytical skills, equipping them for future business endeavours.
The research explores the practical implications of integrating UCD principles into CRM strategies. Drawing from the theoretical framework and real data and insights gathered from different sources in addition to qualitative structured interviews with industry experts, the research demonstrates that businesses implementing user experience (UX) principles, such as ensuring good usability, designing simple user interfaces (UI), facilitating easy feature usage, and gathering user feedback, can significantly improve customer experiences. These enhancements foster customer loyalty and retention, crucial factors in today's customer-centric business environment.
This research consists of an introductory chapter presenting the research background, objectives, research, methods, and key concepts. The second chapter discusses the literature review, covering key topics such as CRM, UX, and UCD and the connection between these areas. The third chapter presents the empirical part of this research, including the research implementation and structured interviews with industry experts highlighting the key findings. Lastly, the fourth chapter presents the research results and findings and closes with practical recommendations for businesses to effectively incorporate UCD principles in their CRM strategies.
In conclusion, this research addresses the importance of integrating UCD principles into CRM strategies. It provides practical insights for businesses seeking a deeper understanding of how UCD can improve CRM systems and foster customer loyalty. By understanding and addressing user needs through UCD principles, businesses can transform their CRM systems into powerful tools for building customer loyalty and achieving sustainable business growth.
The research contributes to the sustainable ongoing discourse on effective CRM strategies, empowering businesses with insights to optimise their CRM systems and cultivate enduring customer relationships. The research process enriched the author's understanding of CRM, UX, and UCD, fostering both personal and professional growth. Exploring these crucial business topics has fostered a greater understanding of customer relationships and the impact of design on business success. The research process further refined the author's critical thinking and analytical skills, equipping them for future business endeavours.