HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège

Implementation of customer relationship management technology within a B2B company in the era of big data

Pecheur, Alicia ULiège
Promotor(s) : Standaert, Willem ULiège
Date of defense : 18-Jun-2021 • Permalink :
Title : Implementation of customer relationship management technology within a B2B company in the era of big data
Translated title : [fr] Implémentation de la technologie de gestion de la relation client au sein d'une entreprise B2B à l'ère du big data.
Author : Pecheur, Alicia ULiège
Date of defense  : 18-Jun-2021
Advisor(s) : Standaert, Willem ULiège
Committee's member(s) : Henrion, Sophie 
Eyben, Stéphane 
Language : English
Number of pages : 127
Keywords : [en] CRM
[en] Customer Relationship Management
[en] Big data
[en] Technology adoption
[en] Technology implementation
Discipline(s) : Business & economic sciences > Strategy & innovation
Target public : Professionals of domain
General public
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sales management, à finalité spécialisée
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège


[en] The current study focuses on customer relationship management initiatives within B2B companies, and more specifically within the case company Circuit Foil. Implementing a CRM technology is currently receiving considerable interest, being a technological tool that is highly valued by companies today. But still too many people make the mistake of considering CRM only as a technology, rather than as a whole strategy. CRM is about aligning strategy, processes and technology, with the central objective of putting the customer at the heart of the organisation's priorities. In addition, in today's digital era, customer relationship management is undergoing significant transformation. With increasing knowledge due to the large amount of available data (commonly known as big data), companies are empowered with new capabilities to manage customer relationships. Therefore, the main objective of this study is to analyse how Circuit Foil, a B2B company, could better manage its customer relationships, in particular retention, and improve its performance by integrating CRM technology more effectively. The study also clarifies how B2B companies are leveraging customer data as part of their CRM strategies. Knowing that implementing CRM technology is a real challenge for companies, tactics for a successful CRM implementation are developed. This study uses an exploratory research methodology, based on a qualitative method. Semi-structured interviews were conducted with six experts having significant experience in CRM implementation. The results of this study were analysed and used to draw conclusions on the initial problematic and to provide recommendations to Circuit Foil.



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  • Pecheur, Alicia ULiège Université de Liège > Mast. sales. man. en alt. à fin.


Committee's member(s)

  • Henrion, Sophie
  • Eyben, Stéphane
  • Total number of views 82
  • Total number of downloads 2

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