Strategic Automation : Implementing a CRM Strategy and Marketing Automation Workflows to optimize Marketing Communication and increase the NPS and Customer Satisfaction

Abstract

This thesis is inspired by PFI Bearings' need to utilize better Customer Relationship Management (CRM) and Marketing Automation (MA) systems. CRM and MA are efficient tools that, when combined effectively, have the potential to enhance customer interactions and streamline marketing operations. CRM systems manage customer data to support effective communication, improve customer retention, and increase satisfaction. Concurrently, Marketing Automation simplifies and automates repetitive marketing tasks, improving efficiency and personalizing customer interactions. Due to the increasing demand for information and recommendations related to these two topics and their importance for business success, plenty of research has already been carried out. However, it focuses mainly on CRM and MA individually and not on their combined effect. There is a notable gap in research concerning their integrated impact on business processes and customer relationship management. This thesis addresses this gap by exploring strategic integration, focusing on their collective effect on marketing communication and customer satisfaction. The following research questions were identified: (1) What combination of CRM requirements, including Marketing Automation, can effectively optimize marketing communication? (2) What CRM system and Marketing Automation Workflows increase customer satisfaction and the Net Promoter Score (NPS)? (3) What managerial recommendations, informed by challenges and best practices identified, can support the successful integration of CRM and Marketing Automation systems in a B2B company? A combination of primary and secondary research methods was selected to address these questions. The study incorporated qualitative research through interviews with professionals in both B2B and B2C sectors, blending theoretical insights with empirical data to assess the effectiveness of integrating CRM and MA systems. The study revealed that effective integration of CRM and MA systems can significantly enhance marketing communication and customer satisfaction. Strategic alignment of these technologies helps personalize customer interactions and optimize marketing efforts, leading to improved customer retention and business performance. Additionally, the research identifies critical success factors and common obstacles in implementing integrated CRM and MA systems. The research primarily used qualitative data from a selected group, which may limit its broader applicability. Time constraints also affected the depth of long-term impact analysis on integrating CRM and MA systems. Looking ahead, the thesis proposes further investigation into how emerging technologies like artificial intelligence and machine learning can enhance CRM and MA capabilities. It also suggests expanding the empirical base with quantitative methods to validate findings and apply the research to additional industry sectors

Date of Award	2024
Original language	English
Supervisor	Andreas Zehetner (Supervisor)