Keeping Pace With Firm Growth By Adjusting CRM Procedures. Capturing Untapped Potential in the Professional Services industry

      Аннотация: Fast changing market environments and clients with the need for knowledge-intense consulting services require the implementation of resources that support knowledge management and sustainable client relationship building in the most optimal way. Appropriately designed and clearly communicated Customer Relationship Management strategies enable firms to capture untapped potential within their existing client commitments, to help acquire new orders, and to implement and market solutions in the most effective way. This work evaluates for a small Nordic consultancy the areas of improvement related to its Customer Relationship Management strategy, and suggests improvements in this strategy, which affect the firm's ambitious business plan and support growth. A model is introduced, which suggests measures and interrelations between parties that have direct influence on the customer lifecycle management, and thereby on tangible and intangible benefits that can be created through a more customer-oriented management of processes.

Ключевые слова: Business Management, CRM, Customer Relationship Management, Process Optimization, Business Growth