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

Abstract

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.