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Application of Machine Learning Methods for Customer Strategy Development (Case Study of Veterinary Company)

Student: Anastasia Stogova

Supervisor: Tatiana Yakushkina

Faculty: Graduate School of Business

Educational Programme: Business Informatics (Master)

Year of Graduation: 2019

This thesis is devoted to the studying the process of development and optimization of company’s customer strategy (case study of veterinary company). The purpose of this study is to develop the customer strategy of veterinary company with application of machine learning methods. In order to achieve the aim, there were assigned the tasks, including conduction of literature analysis of the features of the pharmaceutical industry, approaches of customer relationship management and salesforce management. Moreover, there were identified the main obstacles which are encountered during the implementation and usage of this approach. The main problem for managers is the shortcomings of the strategy, namely the lack of understanding that an individual approach should be developed for each group of customers. Thus, it is necessary to update customers’ information regularly (which is also neglected by the companies). Consequently, it is necessary to revise approaches of customer strategy development. Further, there was conducted the review of tools for analysis and optimization of customer strategy. After that on the basis of literature review there was developed the scheme of customer strategy optimization. Then there was provided the analysis of current customer strategy of the veterinary company. This analysis includes the evaluation of customer strategy, methods of customer assessment as well as the activities of veterinary representatives. The inefficiency of the applied strategy and customer assessment was revealed; thus, it was decided to revise these approaches. The third part of the thesis contains the description of the process of customer strategy development using the clustering algorithms and customer segmentation approaches which were discussed the first part. In the end, there were offered the possible options of interactions with customers, ways of collecting the feedback and the assessment of veterinary representatives’ activities.

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