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HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège
MASTER THESIS
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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

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Yaranossian, Laura ULiège
Promotor(s) : Delcourt, Cécile ULiège
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 ULiège
Date of defense  : 18-Jun-2019/20-Jun-2019
Advisor(s) : Delcourt, Cécile ULiège
Committee's member(s) : Lisein, Olivier ULiège
Fox, Fanny ULiège
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.


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Access Mémoire - Laura Yaranossian.pdf
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Author

  • Yaranossian, Laura ULiège Université de Liège > Master sc. gest., à fin.

Promotor(s)

Committee's member(s)

  • Lisein, Olivier ULiège Université de Liège - ULiège > HEC Liège : UER > Gest. du changement, innovation et intrapreneuriat
    ORBi View his publications on ORBi
  • Fox, Fanny ULiège Université de Liège - ULiège > HEC Liège : UER > Gestion des ressources humaines
    ORBi View his publications on ORBi
  • Vergottini , Tony
  • Total number of views 132
  • Total number of downloads 1










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