How Analytics are shaping a new era for Customer Relationship Management: a case study in Lechler

Abstract

The goal of this thesis is to present the benefits a company and its customers can enjoy from a well-structured Customer Relationship Management (CRM) process. It will try to provide an in-depth view of its purpose, its history, and its adoption practice. Working alongside a data analyst in a company (Lechler S.p.A.) that is in the middle of the process of implementation of a CRM system gave me a fundamental insight into the practical aspects of the subject. During my experience in Lechler, I have been able to experience at first hand the complications that can arise from transitioning to Customer Relations. Through the use of the Salesforce platform the company is aiming to adopt both strategies, but to do so a shift in the culture of the company is necessary, and the learning curve is rather steep. While the focus of the thesis wants to be on the transition, I will first address how CRM and CEM generate value for a company and why adopting a customer-centric view in the company is crucial. In addition to that, Salesforce, if properly used, can be the ultimate organizational tool for a company allowing unparalleled coordination between the employees. The last part of the thesis is going to try to assess what the future holds for data analysis and how it could shape the currently evolving landscape of management.