Analyse et amélioration de la gestion de la relation client en vue de la mise en place d'un CRM au sein de la société Grosbusch SARL
Yaranossian, Laura
Promotor(s) : Delcourt, Cécile
Date of defense : 18-Jun-2019/20-Jun-2019 • Permalink : http://hdl.handle.net/2268.2/6479
Details
Title : | Analyse et amélioration de la gestion de la relation client en vue de la mise en place d'un CRM au sein de la société Grosbusch SARL |
Author : | Yaranossian, Laura |
Date of defense : | 18-Jun-2019/20-Jun-2019 |
Advisor(s) : | Delcourt, Cécile |
Committee's member(s) : | Lisein, Olivier
Fox, Fanny Vergottini, Tony |
Language : | French |
Number of pages : | 121 |
Keywords : | [en] Customer Relationships Management [en] Customer-focused strategy [en] RFM model [en] Microsoft Dynamics 365 [en] Customer segmentation |
Discipline(s) : | Business & economic sciences > Marketing Business & economic sciences > Strategy & innovation |
Institution(s) : | Université de Liège, Liège, Belgique |
Degree: | Master en sciences de gestion, à finalité spécialisée en Intrapreneurship and Management of Innovation Projects |
Faculty: | Master thesis of the HEC-Ecole de gestion de l'Université de Liège |
Abstract
[en] In the recent years, many companies tried to move from a product-focused strategy to a customer-focused strategy in order to better understand their customers and serve them with appropriate products and services which would answer their needs and expectations. Moreover, the evolution of information technology and the growth of software to collect customer data has provided an opportunity for companies to better manage customer relationships. However, the majority of these companies faced troubles managing their customer relationships strategy and sharing their vision built around customers through the whole organization. This master thesis analyses the customer relationships strategy of the company Grosbusch SARL with the aim, in the future, to implement a CRM software. It describes the development, the processes and the limitations through a seven-month project within the company.
File(s)
Document(s)
Description:
Size: 2.42 MB
Format: Adobe PDF
Cite this master thesis
The University of Liège does not guarantee the scientific quality of these students' works or the accuracy of all the information they contain.