Developing a customer relationship management model in a growth company
Helenius, Niklas (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025111928696
https://urn.fi/URN:NBN:fi:amk-2025111928696
Tiivistelmä
This thesis looks into customer relationship management from an IT-company perspective. The commissioning company operates in business-to-business market and has a growth strategy.
The objective for this thesis was to create a customer relationship management model for the commissioning company. The model was needed to gain competitive advantage and to succeed in the growth objectives.
The purpose of this thesis was to research what a customer relationships management model needs to include so that it helps a company to succeed in the growth strategy. The research included evaluating the current customer relationship management model and the analysis on the parts that currently work and the parts that need improvement.
The research questions were what needs to be included in the customer management model for the commissioning company for them to gain competitive advantage from the renewal of the model and how different departments use the customer information to gain competitive advantage in the sales process.
The outcome for this thesis was that the current CRM model is correct with customer segmentation and profiling but the implementation inside the company hasn’t been successful and the main obstacle in the use of the model is customer information and documentation handling.
The objective for this thesis was to create a customer relationship management model for the commissioning company. The model was needed to gain competitive advantage and to succeed in the growth objectives.
The purpose of this thesis was to research what a customer relationships management model needs to include so that it helps a company to succeed in the growth strategy. The research included evaluating the current customer relationship management model and the analysis on the parts that currently work and the parts that need improvement.
The research questions were what needs to be included in the customer management model for the commissioning company for them to gain competitive advantage from the renewal of the model and how different departments use the customer information to gain competitive advantage in the sales process.
The outcome for this thesis was that the current CRM model is correct with customer segmentation and profiling but the implementation inside the company hasn’t been successful and the main obstacle in the use of the model is customer information and documentation handling.