Mémoire-projet

Abstract

“A customer is the most important visitor to our premises. He is not dependent on us. We are dependent on him. He is not an interruption of our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us the opportunity to do so." Mohandas Karamchand Gandhi, Indian political leader (1869 - 1948). "Every day we were saying, ‘How can we keep this customer happy? How can we get ahead in innovation by doing this, because if we don't, someone else will." William Henry Gates III, known as Bill Gates, co-founder of Microsoft. The above quotes highlight the importance of customers for companies. As we go through this dissertation, we will realize that customers are a crucial element for players active in the Software-as- a-Service (SaaS) industry. The main objective of this work is to provide recommendations to Retviews who wishes to improve the management of its customers and thus maximize their retention. These recommendations will be based on studies, concepts and observations that will be progressively developed throughout the chapters. This thesis is structured in two parts. The first part is the literature review, which is devoted to putting the subjects of this thesis into context. It will include, among other things, a presentation of the industry in which the company evolves, it will address the concept of Customer Success, it will discover the job of Customer Success Manager and it will inform on the phenomenon of retention. The second part of the work is dedicated to the study of the practical case, involving the collection of qualitative data on the management and retention of customers in the studied area. This is done through semi-structured interviews. Subsequently, the information gathered is analyzed and discussed in order to formulate recommendations. The recommendations are intended to support Retviews' Customer Success team in improving the customer experience and facilitating the implementation of effective actions.