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In the recent years, many companies tried to move from a product-focused strategy to a customer-focused strategy in order to better understand their customers and serve them with appropriate products and services which would answer their needs and expectations. Moreover, the evolution of information technology and the growth of software to collect customer data has provided an opportunity for companies to better manage customer relationships. However, the majority of these companies faced troubles managing their customer relationships strategy and sharing their vision built around customers through the whole organization. This master thesis analyses the customer relationships strategy of the company Grosbusch SARL with the aim, in the future, to implement a CRM software. It describes the development, the processes and the limitations through a seven-month project within the company.

Customer Relationships Management --- Customer-focused strategy --- RFM model --- Microsoft Dynamics 365 --- Customer segmentation --- Sciences économiques & de gestion > Marketing --- Sciences économiques & de gestion > Stratégie & innovation