This work offers a contribution to studies relating to the Customer Relationship Management (CRM) field applied in business to consumer (B2C) contexts. Being, to date, the concept of relational marketing and its effective usefulness to the development of business performance still hot topics in literal and managerial fields, the manuscript has as its main objective to understand best practices for CRM implementation in business realities. To this end, the automotive sector was chosen to read, due to its substantial contribution in this area. Indeed, in the car dealer, CRM plays an essential role for the realization of the business. In terms of experience, buyers demand ever higher standards, requiring management to structure up-to-date CRM processes, functional to the goal of loyalty. Furthermore, the automotive sector is ranked, due to its characteristics, one of the most interesting to analyze. In fact, the consumer, in the search for a consultancy situation, since the car is an expensive asset normally second only to the purchase of a house, tends to leave a lot of his information, perfectly investable in the perspective of customization of the offer and loyalty. Therefore, the attention paid to CRM in the car dealer result to be the main focus. In fact, the commercial operator, being able to exploit rich and heterogeneous customer records, is an innovative actor with respect to the engineering of ever new CRM processes, outlining automotive sector the potential pioneer in the development of the next relational eras. Divided into four chapters, the manuscript will address issues relating to the review of the literature, the representation of the opportunities and problems identified, the presentation of the case study and finally the concluding discussions. The work addresses what has been learned in an extensive Master's Degree training course carried out by the author, as well as, from the phenomena investigated during an active work period of about a year. The manuscript is based on the author's direct participation in the implementation and development of the second CRM project at the company examined in the case study of Chapter III: Di.Ba. Group of Pesaro. The mapping of Di.Ba. Group employees aimed at understanding the level of implementation reached by the organization, it will be functional to the formulation, in the concluding chapter, of empirical conjectures attributable to the theoretical aspects analyzed in the previous chapters.
Il presente lavoro offre un contributo agli studi relativi al campo Customer Relationship Management (CRM) applicato in contesti business to consumer (B2C). Essendo, ad oggi, il concetto di marketing relazionale e la sua effettiva utilità allo sviluppo delle performance aziendali ancora temi caldi in ambiti letterali e manageriali, il manoscritto, si pone come obiettivo principale quello di comprendere le best practices per l’implementazione CRM nelle realtà d’impresa. A tale scopo è stata scelta la lettura del comparto automotive, a causa del consistente contributo apportato dallo stesso in tale ambito. Effettivamente, nel dealer auto, il CRM ricopre giocoforza un ruolo imprescindibile per la realizzazione del business. Gli acquirenti, in termini di experience, esigono standard sempre più elevati, imponendo al management la strutturazione di processi CRM costantemente aggiornati, funzionali all’obiettivo di fidelizzazione. Inoltre, il settore automotive si classifica, per le sue caratteristiche, uno tra i maggiormente interessanti da analizzare. Difatti, il consumatore, nella ricerca di una situazione consulenziale, essendo l’auto un bene costoso normalmente secondo solo all’acquisto di una casa, tende a lasciare numerose sue informazioni, perfettamente investibili in ottica personalizzazione dell’offerta e fidelizzazione. Principale, perciò, risulta essere per l’elaborato, l’attenzione posta al CRM nel dealer auto. In effetti, l’operatore commerciale, potendo sfruttare ricche ed eterogene anagrafiche clienti, si pone come attore innovativo rispetto all’ingegnerizzazione di sempre nuovi processi CRM, delineando il comparto automotive potenziale pioniere nello sviluppo delle prossime ere relazionali. Suddiviso in quattro capitoli, il manoscritto affronterà temi riguardanti la revisione della letteratura, la rappresentazione delle opportunità e problematiche rilevate, l’esposizione del case study ed infine le discussioni conclusive. Il lavoro affronta quanto appreso in un ampio percorso formativo di Laurea Magistrale svolto dall’autore, nonché, dai fenomeni indagati durante un periodo di lavoro attivo di circa un anno. Il manoscritto poggia sulla partecipazione diretta dell’autore all’implementazione e sviluppo del secondo progetto CRM presso l’azienda esaminata nel case study del Capitolo III: il Gruppo Di.Ba. di Pesaro. La mappatura dei dipendenti Gruppo Di.Ba. volta alla comprensione del livello implementativo raggiunto dall'organizzazione sarà funzionale alla formulazione, nel Capitolo conclusivo, di congetture empiriche riconducibili agli aspetti teorici analizzati nei capitoli precedenti.
L'implementazione CRM applicata al dealer automotive. Il caso Gruppo Di.Ba.
PIERANDREI, RICCARDO
2019/2020
Abstract
This work offers a contribution to studies relating to the Customer Relationship Management (CRM) field applied in business to consumer (B2C) contexts. Being, to date, the concept of relational marketing and its effective usefulness to the development of business performance still hot topics in literal and managerial fields, the manuscript has as its main objective to understand best practices for CRM implementation in business realities. To this end, the automotive sector was chosen to read, due to its substantial contribution in this area. Indeed, in the car dealer, CRM plays an essential role for the realization of the business. In terms of experience, buyers demand ever higher standards, requiring management to structure up-to-date CRM processes, functional to the goal of loyalty. Furthermore, the automotive sector is ranked, due to its characteristics, one of the most interesting to analyze. In fact, the consumer, in the search for a consultancy situation, since the car is an expensive asset normally second only to the purchase of a house, tends to leave a lot of his information, perfectly investable in the perspective of customization of the offer and loyalty. Therefore, the attention paid to CRM in the car dealer result to be the main focus. In fact, the commercial operator, being able to exploit rich and heterogeneous customer records, is an innovative actor with respect to the engineering of ever new CRM processes, outlining automotive sector the potential pioneer in the development of the next relational eras. Divided into four chapters, the manuscript will address issues relating to the review of the literature, the representation of the opportunities and problems identified, the presentation of the case study and finally the concluding discussions. The work addresses what has been learned in an extensive Master's Degree training course carried out by the author, as well as, from the phenomena investigated during an active work period of about a year. The manuscript is based on the author's direct participation in the implementation and development of the second CRM project at the company examined in the case study of Chapter III: Di.Ba. Group of Pesaro. The mapping of Di.Ba. Group employees aimed at understanding the level of implementation reached by the organization, it will be functional to the formulation, in the concluding chapter, of empirical conjectures attributable to the theoretical aspects analyzed in the previous chapters.| File | Dimensione | Formato | |
|---|---|---|---|
|
Tesi CRM-Di.Ba.pdf
Open Access dal 27/03/2023
Descrizione: Documento di Tesi Magistrale in formato PDF/A
Dimensione
2.64 MB
Formato
Adobe PDF
|
2.64 MB | Adobe PDF | Visualizza/Apri |
I documenti in UNITESI sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
https://hdl.handle.net/20.500.12075/3770