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A new customer-focus strategy: CRM and Customer Interaction. French Market
Halmstad University, School of Business and Engineering (SET).
2012 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [la]

Title:A new customer-focus strategy: Customer Relationship Management and Customer Interaction. The French market.

 

Author:Elodie Pascau Baylère

 

Supervisor:Urban Ljungquist

 

Level:Bachelor thesis in Business Administration, Marketing

 

Key Words:CRM, customer interaction, loyalty, customer-centric, customer service, database management, customerization

 

Purpose: It is not obvious to see the link between CRM and customer interaction. We will explore it through 2 axes: CRM to companies and companies to customers. The CRM implies getting a new strategy at heart of the company. We will see how it operates.

 

Theoretical framework:  This part gathers all the basic Marketing knowledge that I use in this thesis. The first part is a CRM and customer interaction. The second one is the 4Cs model where marketers must adapt a new vision through the customer. Linked with that we will see how it conduces to customer interaction. However, CRM implies a strategic vision and plan but also an organizational process.

 

Method:In the method we will explain that we used a qualitative research. We collect our secondary data from our University library (databases) and primary data from our questionnaire and interview.

 

Conclusion:To conclude, we will expose the answer of our purpose, we will also bring suggestions for companies and criticisms of the thesis. We will also propose a further question.

Place, publisher, year, edition, pages
2012. , 100 p.
Series
Halmstad University Dissertations, Mf:3:2012:046
Keyword [en]
CRM, customer interaction, loyalty, customer-centric, customer service, database management, customerization
National Category
Business Administration Economics
Identifiers
URN: urn:nbn:se:hh:diva-17849OAI: oai:DiVA.org:hh-17849DiVA: diva2:531053
Presentation
2012-05-31, 0338, Halmstad University, Halmstad, 14:09 (English)
Uppsok
Humanities, Theology
Supervisors
Examiners
Available from: 2012-06-20 Created: 2012-06-05 Last updated: 2012-06-20Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf