Optimisation du suivi de la relation client à travers l'implémentation d'un CRM au sein de l'entreprise Idemasport

Abstract

The purpose of this thesis is to help Idemasport to improve and optimize the follow-up of its customer relationship through the acquisition and implementation of a CRM within its organization. The company has started the sale of a new product, the Lü interactive gyms, for which the commercial process is different from the company's general activity. This product requires an intensive follow-up of the prospects and therefore, the use of a CRM became necessary. This thesis has been divided into three parts. Firstly, we look at the usefulness of a CRM software and the functionalities it can bring to companies. We study the implementation strategy that must be put in place for this type of project to be successful. We also discuss the main causes of failure that have to be avoided. Secondly, the implementation strategy studied is applied to the case of Idemasport. The Zoho CRM is presented in order to know its fundamental principles and we go back over the main steps that allowed us to implement it efficiently within the company. The secondary objectives of the company ; the improvement of the relationship management with its European partners as well as the after-sales service management, are also exposed in this thesis. Thirdly, the benefits obtained from this implementation are listed and explained. They are mainly drawn from conversations and interviews with the company's sales representatives who are the first ones impacted by the CRM because they use it daily. Finally, after mentioning the benefits that the software has brought, recommendations are made for its further development. These three steps make it possible to achieve the objective of optimizing customer relationship management set by the company at the beginning of the project. Apart from the case of Idemasport, this thesis also provides clarifications to companies wishing to implement a CRM within their organization.