A framework for analysing the effectiveness of Fnac´s CRM solution

Abstract

Fnac, as a highly competitive retailer, performs several Customer Relationship Management (CRM) initiatives not only to build a stronger relationship with the customer but also to gain customer knowledge. CRM initiatives can sometimes become hard to quantify. Therefore, this research aimed to build a dashboard of metrics specifically for Fnac to monitor their CRM initiatives performance.This dissertation includes a Literature Review section, in which CRM was introduced as a profitable strategy to follow, that although used by many companies is still lacking proper measuring tools. Additionally, in this chapter, some measuring frameworks were presented as a solution to build a CRM measuring model for Fnac. In the following section, several methods were chosen to face the challenge proposed. The first was a benchmarking analysis to the main competitors to analyse their current CRM strategy and respective measurement solution. The other method applied was replicating a model previously presented in the Literature Review section adapted for Fnac. As a complement to the last method, a customer survey was performed.Conclusion and recommendations for each method applied in the analysis were gathered in the last chapter. Based on the benchmarking analysis, a few of the approaches performed by the competitors were suggested as a possible implementation for Fnac. From the model replication and the customer survey, Fnac’s weaknesses and strengths were highlighted.

Date of Award	27 Jan 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Omar El Nayal (Supervisor)