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.