AbstractsBusiness Management & Administration

This thesis concentrates on improving product recognisability and most critical Customer Relationship Management issues in the case company. The case company seeks to clarify the product recognizability and the customers’ knowledge of their product range in its whole diagnostic sector, and wanted to develop an action plan to improve them. To suggest improvements in these areas, this thesis investigates the current state of the product knowledge, and the customers’ opinions as for how the company has succeeded in the most important CRM areas. The steps in research also included the inquiry about the customers’ agenda, their needs and the way they work in this sector. Based on these findings, the thesis offers a proposal of an action plan how to improve the product recognizability and to address the challenges in the chosen CRM areas. This thesis is done following a case study approach and utilized qualitative research methods. As the data sources for the study, this thesis used, first of all, the findings obtained from the net survey from a selection of customers picked up from the company customer base. Simultaneously, the study searched for the best practises on the identified improvement topics from the research and business literature. Next, the data was collected from the theme interviews with the case company’s key employees. These persons were interviewed to clarify the company’s current state and to obtain information on how the processes are working in the case company compared to the findings from the best practises. The output of the thesis is the proposal of 14 steps to improve the chosen CRM areas and add products recognizability. The validation of the proposals was made by interviewing the representatives of the case company management. Most of the steps in the proposal were found good and would be taken into practice after further investigation.