Mémoire-projet

Abstract

The aim of this report is to help LASEA optimize its CRM tool in order to improve internal efficiency. After using a CRM system for three months, LASEA found that the results obtained did not meet its initial expectations, which were to improve collaboration between the various departments and the quality of employees' work. Optimization of this tool is therefore essential if we are to achieve our initial objectives. This report is divided into four parts. Firstly, it was essential to provide a detailed explanation of the B2B sales process and the customer journey, as well as customer relationship management and employee commitment and efficiency. These theoretical points are of paramount importance to the project, highlighting the fundamental aspects to be taken into account. Secondly, a detailed methodology was developed to guide the process towards optimizing the CRM system and making relevant recommendations. Thirdly, an approach combining qualitative interviews with internal and external collaborators, a discussion with the sales manager, as well as observations of CRM users, enabled the weaknesses of the current CRM tool to be identified and the necessary areas for improvement to be determined. Finally, a detailed action plan was drawn up, based on the points for improvement identified as a result of the theoretical analysis and studies carried out. This action plan is currently being implemented, with specific recommendations to guide LASEA in the subsequent management of the project. Thanks to research, LASEA will improve its internal efficiency once the CRM tool has been optimized.