Developing a CRM Strategy

Student: Andrunik Vladislava

Supervisor: Irina N. Shafranskaya

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Management (Bachelor)

Final Grade: 9

Year of Graduation: 2019

The development of information technology has simplified the collection, analysis and use of data in marketing. Companies were able to analyze information, taking into account individual customer data and implement personal marketing communications. Therefore, Customer Relationship Management (CRM) has become a key aspect of modern marketing and one of the competitive advantages. In this paper, we analyzed customer data from the loyalty program of the «Pizzaman» pizza chain, and identified the customer segments using RFM segmentation. Further, recommendations for personal communications with each segment were developed and the economic efficiency of these proposals was assessed.

Full text (added May 22, 2019)

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