CRM and other ways how to develop the relationship with the costumer

Ing. Gizem Beytut

Master's thesis

Abstract:

Diploma thesis will deal with the issue of CRM and other ways how to develop a relationship with the customer. Keeping more customers loyal gives the opportunity of making a profit. Even though having more customers than competitors is not the only way to make a profit, it has a significant effect on it. Therefore, CRM is a strategy that helps companies to keep their existing customers. For those reasons, this diploma thesis will focus on how vital CRM is for the current customer’s satisfaction and its effects on companies. The importance of keeping the customers loyal rather than have new ones and developing the relationship with them through CRM will be examined. In addition, the focus costumer group, which is B2C will be defined. Moreover, the process of the CRM and newly developed CRM tools, which are Facebook, Twitter, Instagram will be studied. The companies that have a CRM system in the beauty industry will be evaluated, furthermore, real company example that implemented CRM/ Social CRM will be observed. Therefore, the importance of the existing customer satisfaction and its effect on a company such as companies' revenue will be seen.

Abstract:

Diploma thesis will deal with the issue of CRM and other ways how to develop a relationship with the customer. Keeping more customers loyal gives the opportunity of making a profit. Even though having more customers than competitors is not the only way to make a profit, it has a significant effect on it. Therefore, CRM is a strategy that helps companies to keep their existing customers. For those reasons, this diploma thesis will focus on how vital CRM is for the current customer’s satisfaction and its effects on companies. The importance of keeping the customers loyal rather than have new ones and developing the relationship with them through CRM will be examined. In addition, the focus costumer group, which is B2C will be defined. Moreover, the process of the CRM and newly developed CRM tools, which are Facebook, Twitter, Instagram will be studied. The companies that have a CRM system in the beauty industry will be evaluated, furthermore, real company example that implemented CRM/ Social CRM will be observed. Therefore, the importance of the existing customer satisfaction and its effect on a company such as companies' revenue will be seen.

Keywords

Customer Loyalty, Customer Satisfaction, Customer Retention, Customer Relationship Management (CRM)

Language used: English

Date on which the thesis was submitted / produced: 2. 5. 2019

Thesis defence

• Date of defence: 12. 6. 2019
• Supervisor: Ing. Patricia Jakešová
• Reader: Ing. Peter Stuchlík, CSc.

University of Finance and Administration

Master programme / field:
Economics and Management / Business Management and Corporate Finance & Master of Business Administration