Improving key customer relationships : in the case of company X
Loman, Saara (2012)
Loman, Saara
Laurea-ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012112616501
https://urn.fi/URN:NBN:fi:amk-2012112616501
Tiivistelmä
The purpose of this thesis is to study the behaviour, expectations and desires of the most important customers of a case company in order to satisfy those customers and to ensure the continuous relationship between them and the case company. The intention is to improve current customer processes, to propose new customer processes and to develop existing customer relationships.
The theoretical section begins by explaining the principles of business-to-business buying in order to understand the importance of customer relationship management and key account management. The core issues of customer relationship management as well as customer knowledge are presented and followed by an overview of key account management.
As the objective of this thesis is to improve core customer loyalty, the empirical research is conducted by using a case study, including interviews of randomly chosen key customers. The chosen customers were informed about the interviews by email and interviewed on the telephone. The questions in the interview were designed together with the marketing manager of the case company.
The results of the study indicate that the chosen key customers are satisfied with the case company in spite of some negative experiences. The results demonstrate that good relationships between the customers and the case company are essential and sometimes even the main reason for the customer relationship. Suggestions for improving those relationships in order to maintain customer loyalty are presented.
The theoretical section begins by explaining the principles of business-to-business buying in order to understand the importance of customer relationship management and key account management. The core issues of customer relationship management as well as customer knowledge are presented and followed by an overview of key account management.
As the objective of this thesis is to improve core customer loyalty, the empirical research is conducted by using a case study, including interviews of randomly chosen key customers. The chosen customers were informed about the interviews by email and interviewed on the telephone. The questions in the interview were designed together with the marketing manager of the case company.
The results of the study indicate that the chosen key customers are satisfied with the case company in spite of some negative experiences. The results demonstrate that good relationships between the customers and the case company are essential and sometimes even the main reason for the customer relationship. Suggestions for improving those relationships in order to maintain customer loyalty are presented.