Comment implémenter un CRM pour viser l’amélioration de l’usage des données client et la rationalisation des processus de vente ?

Abstract

Digitalization is a major challenge for companies in the building sector. Before implementing a digital strategy with customers, they must ensure that their customer relationship management is digitized through software.

This master thesis provides answers to the following question: how can a CRM be implemented to improve the use of customer data and streamline sales processes?

The first part provides a global and theoretical vision of CRM software and customer relationship management. The historical perspective provides a diagnosis of the evolution of B2B relationships. The approach of two domains makes it possible to define the field of application of CRM. The study of strategic, operational and analytical CRMs highlights their specificities and complementarities. Inherent and transversal concepts such as trust, commitment, satisfaction, loyalty, customer experience and the customer journey are addressed.

The second part defines the empirical study through the presentation of the semi-structured interview guides carried out with employees of the company's sales department.

The third part presents an audit of the customer relationship by analysing the targets, the offer and the distribution channels in order to highlight the strengths and weaknesses of the customer relationship. It presents a business process audit that highlights two sales processes, the analysis of the relationship with dealers and the impact of the software currently in use.

The fourth part reveals recommendations based on the empirical data and linked to the elements identified in the theory. These identify the key elements that will enable Eloy Water to successfully complete its implementation project through a focus on change management, sales processes and user needs.