Mémoire-projet

Abstract

In a B2B context where retaining existing customers is becoming increasingly important, companies can no longer rely solely on acquiring new customers to grow. They must also make better use of their current customer base by offering relevant complementary solutions to continuously nurture existing partnerships.

This thesis, carried out at Connectic, a Belgian company specialising in the integration of digital solutions, is based on this approach. Today, Connectic has a substantial client portfolio and engages regularly with its clients. However, upselling opportunities are still often identified informally, without a truly structured process.

This leads to the central question of this thesis: how can B2B companies optimise their upselling strategies with their existing customer base to maximise customer value, whilst maintaining satisfaction and loyalty?

To answer this, this thesis draws on six semi-structured interviews conducted with five Connectic clients and one internal professional, as well as an analysis of an Excel document containing several client exchanges. The aim is to identify the drivers and barriers to accepting an additional offer in order to provide concrete recommendations enabling Connectic to further refine its upselling approach, whilst maintaining a personal touch, attentiveness and human contact.