Publicação
How to perfect after-sales service to enhance the CRM of a brand
| Resumo: | This thesis project explores how to perfect after-sales service to enhance Customer Relationship Management (CRM) for Cartier in Portugal. Five key challenges were identified through a comprehensive approach involving quantitative research, with an initial survey, and more in-depth secondary research. The derived recommendations, grounded in the enhancement of after-sales services through online and offline strategies, were crafted to address these challenges. The findings aim to guide Cartier in refining its CRM approach, fostering stronger customer connections in the Portuguese market. |
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| Autores principais: | Garcia, Ana Carolina Passos |
| Assunto: | Cartier Crm Gen-z Millennials After-sales Luxury |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | This thesis project explores how to perfect after-sales service to enhance Customer Relationship Management (CRM) for Cartier in Portugal. Five key challenges were identified through a comprehensive approach involving quantitative research, with an initial survey, and more in-depth secondary research. The derived recommendations, grounded in the enhancement of after-sales services through online and offline strategies, were crafted to address these challenges. The findings aim to guide Cartier in refining its CRM approach, fostering stronger customer connections in the Portuguese market. |
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