Strategic customer relationship management: laying the ground for CRM implementation in SME contex
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10773/26763 |
Resumo: | In the current competitive market scenario, the need for companies to stand out from each other is ever growing. Therefore, strategic management is increasing their focus on customer relationships as a competitive advantage, understanding that nowadays customers look for much more than just a product or service, but rather a full personalised experience that meets (or hopefully exceeds) both their needs and expectations. Customer Relationship Management (CRM) comes up as the best solution to organisations that decide to adopt these relationship marketing focused strategies. Unlike big multinationals, the high investment in technological systems and complexity of internal procedures always kept Small and Medium Enterprises (SME) in a more traditional circuit regarding CRM. However, the competition increase, market globalisation, technological development and frailty of customer preferences have led many SME to rethink their business strategy and include CRM as one of the main competitive advantages when dealing with customers. Which leads to the research question raised by this Project: how to lay the ground for CRM implementation in SME context? – More specifically applied to the small company KontaGion Hub, Ltd. Following this question, the aim of the current Project is to propose a specific CRM implementation strategy tailored to the needs of the observed case company. To achieve this, the present investigation followed the method of unique case study in a British start-up, and as data sources there were made interviews, secondary documents were analysed, and a series of activities and physical observations were made during the Project length, for a period of approximately 6 months. The main contribution of this Project is the proposal of a CRM implementation strategy adapted to the SME company KontaGion Hub specific needs. Considering this type of companies hold a significant weight in any business market across Europe, and due the lack of further investigations carried out in this field, this work can represent a step further in the implementation of strategic CRM projects in other SME context. |
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Strategic customer relationship management: laying the ground for CRM implementation in SME contexRelationship marketingCustomer relationship managementCRM strategyCRM implementationSMEIn the current competitive market scenario, the need for companies to stand out from each other is ever growing. Therefore, strategic management is increasing their focus on customer relationships as a competitive advantage, understanding that nowadays customers look for much more than just a product or service, but rather a full personalised experience that meets (or hopefully exceeds) both their needs and expectations. Customer Relationship Management (CRM) comes up as the best solution to organisations that decide to adopt these relationship marketing focused strategies. Unlike big multinationals, the high investment in technological systems and complexity of internal procedures always kept Small and Medium Enterprises (SME) in a more traditional circuit regarding CRM. However, the competition increase, market globalisation, technological development and frailty of customer preferences have led many SME to rethink their business strategy and include CRM as one of the main competitive advantages when dealing with customers. Which leads to the research question raised by this Project: how to lay the ground for CRM implementation in SME context? – More specifically applied to the small company KontaGion Hub, Ltd. Following this question, the aim of the current Project is to propose a specific CRM implementation strategy tailored to the needs of the observed case company. To achieve this, the present investigation followed the method of unique case study in a British start-up, and as data sources there were made interviews, secondary documents were analysed, and a series of activities and physical observations were made during the Project length, for a period of approximately 6 months. The main contribution of this Project is the proposal of a CRM implementation strategy adapted to the SME company KontaGion Hub specific needs. Considering this type of companies hold a significant weight in any business market across Europe, and due the lack of further investigations carried out in this field, this work can represent a step further in the implementation of strategic CRM projects in other SME context.No atual cenário competitivo empresarial, é cada vez maior a necessidade das empresas se destacarem da concorrência. Daí que a gestão estratégica tenha vindo a direcionar o seu foco para o relacionamento com o cliente enquanto vantagem competitiva, uma vez que atualmente os clientes procuram muito mais do que apenas um produto ou serviço, mas uma completa experiência personalizada que atenda (ou preferencialmente exceda) as suas necessidades e expectativas. Neste sentido, o Customer Relationship Management (CRM) surge como a solução mais adequada para as organizações que decidem adotar esta estratégia focadas no marketing de relacionamento. Ao contrário das grandes multinacionais, o alto investimento em sistemas tecnológicos e a complexidade dos procedimentos internos sempre condicionaram as Pequenas e Médias Empresas (PME) a uma abordagem mais tradicional em relação ao CRM. No entanto, o aumento da concorrência, a globalização dos mercados, o desenvolvimento tecnológico e a fragilidade da fidelização dos clientes levaram muitas PME a repensar a sua estratégia de negócio e incluir o CRM como uma vantagem competitiva essencial. Este desafio esteve na origem da questão de pesquisa levantada por este Projeto: como estabelecer alicerces para a implementação de CRM no contexto PME? – Mais especificamente aplicado à pequena empresa KontaGion Hub, Ltd. Partindo desta questão, o objetivo do Projeto é propor uma estratégia específica de implementação de CRM adaptada às necessidades da empresa observada. Para alcançar tal objetivo, a presente investigação seguiu o método de estudo de caso único numa empresa britânica, tendo como fontes de dados a realização de entrevistas, análise de documentos secundários, e uma série de atividades e observações diretas realizadas durante a duração do Projeto, por um período de aproximadamente 6 meses. A principal contribuição deste Projeto é a proposta de uma estratégia de implementação de CRM adaptada às necessidades específicas da empresa KontaGion Hub. Considerando o peso significativo que este tipo de empresas detém em qualquer mercado empresarial Europeu, e devido à falta de outras investigações semelhantes realizadas nesta área, este trabalho pode representar um avanço na implementação de projetos estratégicos de CRM para outras PME num contexto semelhante.2019-10-16T15:39:56Z2018-01-01T00:00:00Z2018info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10773/26763TID:202237478engPinho, Vânia Maria da Silvainfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-02-22T11:51:52Zoai:ria.ua.pt:10773/26763Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T02:59:40.752960Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Strategic customer relationship management: laying the ground for CRM implementation in SME contex |
title |
Strategic customer relationship management: laying the ground for CRM implementation in SME contex |
spellingShingle |
Strategic customer relationship management: laying the ground for CRM implementation in SME contex Pinho, Vânia Maria da Silva Relationship marketing Customer relationship management CRM strategy CRM implementation SME |
title_short |
Strategic customer relationship management: laying the ground for CRM implementation in SME contex |
title_full |
Strategic customer relationship management: laying the ground for CRM implementation in SME contex |
title_fullStr |
Strategic customer relationship management: laying the ground for CRM implementation in SME contex |
title_full_unstemmed |
Strategic customer relationship management: laying the ground for CRM implementation in SME contex |
title_sort |
Strategic customer relationship management: laying the ground for CRM implementation in SME contex |
author |
Pinho, Vânia Maria da Silva |
author_facet |
Pinho, Vânia Maria da Silva |
author_role |
author |
dc.contributor.author.fl_str_mv |
Pinho, Vânia Maria da Silva |
dc.subject.por.fl_str_mv |
Relationship marketing Customer relationship management CRM strategy CRM implementation SME |
topic |
Relationship marketing Customer relationship management CRM strategy CRM implementation SME |
description |
In the current competitive market scenario, the need for companies to stand out from each other is ever growing. Therefore, strategic management is increasing their focus on customer relationships as a competitive advantage, understanding that nowadays customers look for much more than just a product or service, but rather a full personalised experience that meets (or hopefully exceeds) both their needs and expectations. Customer Relationship Management (CRM) comes up as the best solution to organisations that decide to adopt these relationship marketing focused strategies. Unlike big multinationals, the high investment in technological systems and complexity of internal procedures always kept Small and Medium Enterprises (SME) in a more traditional circuit regarding CRM. However, the competition increase, market globalisation, technological development and frailty of customer preferences have led many SME to rethink their business strategy and include CRM as one of the main competitive advantages when dealing with customers. Which leads to the research question raised by this Project: how to lay the ground for CRM implementation in SME context? – More specifically applied to the small company KontaGion Hub, Ltd. Following this question, the aim of the current Project is to propose a specific CRM implementation strategy tailored to the needs of the observed case company. To achieve this, the present investigation followed the method of unique case study in a British start-up, and as data sources there were made interviews, secondary documents were analysed, and a series of activities and physical observations were made during the Project length, for a period of approximately 6 months. The main contribution of this Project is the proposal of a CRM implementation strategy adapted to the SME company KontaGion Hub specific needs. Considering this type of companies hold a significant weight in any business market across Europe, and due the lack of further investigations carried out in this field, this work can represent a step further in the implementation of strategic CRM projects in other SME context. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-01-01T00:00:00Z 2018 2019-10-16T15:39:56Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
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masterThesis |
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publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10773/26763 TID:202237478 |
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TID:202237478 |
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eng |
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eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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