In a market where Customer Relationship Management software solutions are progressively moving towards the cloud, technology providers are compelled to rethink their strategies. They must evolve from being mere providers of hardware and software infrastructure to becoming strategic partners who accompany clients on their digital transformation journeys. This entails collaborating with companies in their innovation processes, providing consulting, support, and customized solutions that go beyond simple CRM software. In this context, customer satisfaction and loyalty become fundamental for more stable and sustainable business growth over time. Within this scenario, this thesis aims to develop and implement a new project model to support technology providers in their growth path. The model, which is divided into four phases, aims to identify strategic customers, quickly implement impactful improvements, and strengthen customer relationships for the technology provider Impresoft Engage, considered in this study. Through a pilot project conducted at a client financial institution, the effectiveness of the model is demonstrated in the identification of a strategic customer at risk of loss, followed by the consolidation of the relationship, also from a commercial point of view. The project led to the identification of 12 areas for improvement in the CRM system, the generation of new long-term project proposals, the reactivation of the selected strategic customer, and a positive return on investment for all the scenarios analyzed. The thesis also proposes four evolutions of the project, including the integration of a customer segmentation system in the CRM of the technology provider and its clients. The new project model developed in this thesis provides Impresoft Engage with an innovative tool for managing customer relationships, enabling sustainable and successful long-term growth.
In un mercato in cui le soluzioni software di Customer Relationship Management si stanno progressivamente spostando verso il cloud, i fornitori tecnologici si trovano a dover ripensare alla propria strategia, evolvendosi da meri fornitori di infrastrutture hardware e software, a diventare partner strategici per accompagnare la trasformazione digitale dei clienti. Ciò significa collaborare con le aziende nel loro percorso di innovazione, fornendo consulenza, supporto e soluzioni personalizzate che vadano oltre il semplice software CRM. In questo contesto, la soddisfazione e la fidelizzazione del cliente diventano fondamentali per una crescita del business più stabile e sostenibile nel tempo. All’interno di questo scenario, la presente tesi si propone di sviluppare e realizzare un nuovo modello di progetto, per supportare i fornitori tecnologici nel loro percorso di crescita. Il modello, che si articola in quattro fasi, mira a identificare i clienti strategici, implementare rapidamente miglioramenti di impatto e rafforzare la relazione con il cliente per l’azienda Impresoft Engage considerata in questo studio come fornitore tecnologico. Attraverso un progetto pilota condotto presso un istituto finanziario cliente, si dimostra l'efficacia del modello nell'identificazione di un cliente strategico a rischio di perdita a cui segue il consolidamento della relazione, anche dal punto di vista commerciale. Il progetto così sviluppato ha portato all'individuazione di 12 aree di miglioramento del sistema CRM, alla generazione di nuove proposte progettuali a lungo termine, alla riattivazione del cliente strategico selezionato e a un ritorno sull'investimento positivo per tutti gli scenari analizzati. La tesi propone inoltre quattro evoluzioni del progetto, tra cui l'integrazione di un sistema di segmentazione della clientela nel CRM del fornitore tecnologico e dei suoi clienti. Il nuovo modello di progetto sviluppato in questa tesi fornisce a Impresoft Engage uno strumento innovativo per la gestione delle relazioni con i clienti, abilitando una crescita sostenibile e di successo a lungo termine.
Ridisegnare il Customer Relationship Management per il miglioramento delle relazioni con i clienti: un’applicazione nel settore finanziario
AMBRA, ALBERTO
2023/2024
Abstract
In a market where Customer Relationship Management software solutions are progressively moving towards the cloud, technology providers are compelled to rethink their strategies. They must evolve from being mere providers of hardware and software infrastructure to becoming strategic partners who accompany clients on their digital transformation journeys. This entails collaborating with companies in their innovation processes, providing consulting, support, and customized solutions that go beyond simple CRM software. In this context, customer satisfaction and loyalty become fundamental for more stable and sustainable business growth over time. Within this scenario, this thesis aims to develop and implement a new project model to support technology providers in their growth path. The model, which is divided into four phases, aims to identify strategic customers, quickly implement impactful improvements, and strengthen customer relationships for the technology provider Impresoft Engage, considered in this study. Through a pilot project conducted at a client financial institution, the effectiveness of the model is demonstrated in the identification of a strategic customer at risk of loss, followed by the consolidation of the relationship, also from a commercial point of view. The project led to the identification of 12 areas for improvement in the CRM system, the generation of new long-term project proposals, the reactivation of the selected strategic customer, and a positive return on investment for all the scenarios analyzed. The thesis also proposes four evolutions of the project, including the integration of a customer segmentation system in the CRM of the technology provider and its clients. The new project model developed in this thesis provides Impresoft Engage with an innovative tool for managing customer relationships, enabling sustainable and successful long-term growth.File | Dimensione | Formato | |
---|---|---|---|
Ambra_Alberto.pdf
accesso riservato
Dimensione
3.8 MB
Formato
Adobe PDF
|
3.8 MB | Adobe PDF |
The text of this website © Università degli studi di Padova. Full Text are published under a non-exclusive license. Metadata are under a CC0 License
https://hdl.handle.net/20.500.12608/74655