Publicação
A framework for analysing the effectiveness of Fnac´s CRM solution
| Resumo: | Fnac, as a highly competitive retailer, performs several Customer Relationship Management (CRM) initiatives not only to build a stronger relationship with the customer but also to gain customer knowledge. CRM initiatives can sometimes become hard to quantify. Therefore, this research aimed to build a dashboard of metrics specifically for Fnac to monitor their CRM initiatives performance. This dissertation includes a Literature Review section, in which CRM was introduced as a profitable strategy to follow, that although used by many companies is still lacking proper measuring tools. Additionally, in this chapter, some measuring frameworks were presented as a solution to build a CRM measuring model for Fnac. In the following section, several methods were chosen to face the challenge proposed. The first was a benchmarking analysis to the main competitors to analyse their current CRM strategy and respective measurement solution. The other method applied was replicating a model previously presented in the Literature Review section adapted for Fnac. As a complement to the last method, a customer survey was performed. Conclusion and recommendations for each method applied in the analysis were gathered in the last chapter. Based on the benchmarking analysis, a few of the approaches performed by the competitors were suggested as a possible implementation for Fnac. From the model replication and the customer survey, Fnac’s weaknesses and strengths were highlighted. |
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| Autores principais: | César, Mariana Ferreira |
| Assunto: | Customer Relationship Management Marketing metrics Balanced Scorecard Customer journey Performance monitoring Measuring CRM CRM software CRM initiatives Customer loyalty Métricas de marketing Medir desempenho Medir CRM CRM iniciativas |
| Ano: | 2021 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso restrito |
| Instituição associada: | Universidade Católica Portuguesa |
| Idioma: | inglês |
| Origem: | Veritati - Repositório Institucional da Universidade Católica Portuguesa |
| Resumo: | Fnac, as a highly competitive retailer, performs several Customer Relationship Management (CRM) initiatives not only to build a stronger relationship with the customer but also to gain customer knowledge. CRM initiatives can sometimes become hard to quantify. Therefore, this research aimed to build a dashboard of metrics specifically for Fnac to monitor their CRM initiatives performance. This dissertation includes a Literature Review section, in which CRM was introduced as a profitable strategy to follow, that although used by many companies is still lacking proper measuring tools. Additionally, in this chapter, some measuring frameworks were presented as a solution to build a CRM measuring model for Fnac. In the following section, several methods were chosen to face the challenge proposed. The first was a benchmarking analysis to the main competitors to analyse their current CRM strategy and respective measurement solution. The other method applied was replicating a model previously presented in the Literature Review section adapted for Fnac. As a complement to the last method, a customer survey was performed. Conclusion and recommendations for each method applied in the analysis were gathered in the last chapter. Based on the benchmarking analysis, a few of the approaches performed by the competitors were suggested as a possible implementation for Fnac. From the model replication and the customer survey, Fnac’s weaknesses and strengths were highlighted. |
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