Publication
How can a luxury brand create a strong and lasting relationship with a customer by mixing data, Kpis, Crm with experience in such a changing environment
| Summary: | This thesis aims to explore how luxury brands can harness the potential of Customer Relationship Management (CRM), Key Performance Indicators (KPIs), and data to establish an authentic connection with their consumers while ensuring consistency with the actual offered experience. The primary objective is to investigate how these strategic tools can be synergistically integrated to optimize consumer engagement in the luxury sector. Through a research approach encompassing a detailed analysis of best practices and the execution of qualitative interviews, the thesis seeks to provide concrete recommendations. The focus is on the delicate balance between the effective use of data and the delivery of authentic experiences, aiming to contribute to an understanding of how luxury brands can thrive in a constantly evolving environment, maintaining strong and enduring connections with their customers. |
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| Main Authors: | Dubini, Lorenzo Macdonald |
| Subject: | Crm Data Value Relationship Kpis |
| Year: | 2024 |
| Country: | Portugal |
| Document type: | master thesis |
| Access type: | open access |
| Associated institution: | Universidade Nova de Lisboa |
| Language: | English |
| Origin: | Repositório Institucional da UNL |
| Summary: | This thesis aims to explore how luxury brands can harness the potential of Customer Relationship Management (CRM), Key Performance Indicators (KPIs), and data to establish an authentic connection with their consumers while ensuring consistency with the actual offered experience. The primary objective is to investigate how these strategic tools can be synergistically integrated to optimize consumer engagement in the luxury sector. Through a research approach encompassing a detailed analysis of best practices and the execution of qualitative interviews, the thesis seeks to provide concrete recommendations. The focus is on the delicate balance between the effective use of data and the delivery of authentic experiences, aiming to contribute to an understanding of how luxury brands can thrive in a constantly evolving environment, maintaining strong and enduring connections with their customers. |
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Funded activities
No funded projects found.