PPT Presentation of the study "CRM, Customer Satisfaction and Loyalty in the Telecommunication Industry in Albania " The purpose of this thesis is to study the CRM performance, the effective strategies and approaches that Albanian telecommunication companies are executing as well as to analyze their effect on customer satisfaction and loyalty. It is interesting to see how the telecommunication companies operate in Albania in terms of CRM and if there are differences among the same industry. In addition, we chose the telecommunication companies because it is interesting to analyze their performance in terms of CRM due also to the fact that their main outcome is related to the management of customer relationship and the quality of the service they offer to customers. To reach this purpose, the thesis starts with research questions based on the topic and literature review focused on business strategy analysis, performance measurements of CRM, and the relationship between customer satisfaction, loyalty and recommendation. Using the theoretical framework, a structured interview is chosen to collect data information about telecommunication companies such as Vodafone Albania, Telekom Albania, Eagle Mobile and Plus Communication. These companies were studied through case analysis and compared with each other and to the theory. The purpose is to see how these companies perform in terms of CRM and if there are differences in their CRM strategies that could shape their business performances. A survey on customer behavior is analyzed and a case study is conducted on Vodafone Albania, as the leading company in the telecommunications industry, related to measuring the impact of their CRM strategies and effectiveness on their business performance, customer satisfaction and loyalty.

1. CRM, Customer Satisfaction and Loyalty
in the Telecommunication Industry
in Albania
By: Renato Civili, MSc
Master of Science in Business Administration
CANADIAN INSTITUTE OF TECHNOLOGY

2. CRM as a Business Strategy
CRM Performance Analysis
Conclusions and Recommendations
01
02
03
04
Table of Content
Customer Behavior Analysis

3. “ To study the CRM strategies and
approaches that Albanian
telecommunication companies are
executing as well as to analyze their
effect on customer satisfaction and
loyalty. ”
The purpose of this thesis

4. Literature Review
The objectives of CRM are to enhance profitability, income, and customer
satisfaction. Therefore, CRM is mainly a strategic business and process issue rather
than a technical issue (Dowling, 2002).
Organizations are increasingly being customer-centric and are embracing customer
driven initiatives that seek to understand, attract, retain and build intimate long-term
relationship with profitable customers (Kotler, 2006).
With a strategic approach of CRM they are focused upon the development of a
customer-centric business culture dedicated to winning and keeping customers by
creating and delivering value better than competitors (Buttle and Maklan 2015).
"Relationship marketing is the attraction, maintaining and enhancing customer
relationships” (Berry 1986)

5. CRM in Albania
An interesting study focused previously on the telecommunications industry with the
topic it pays attention on specific issues from the experience of Eagle Mobile and
Albtelecom company that has implemented on its structures the SAP CRM program.
(Hysi et al., 2015).
Another study by Ramaj (2015) is focused on the banking sector to understand that
even in the banking sector there are many benefits from CRM. Based on the results
of this study, CRM implementation is adding value to the marketing department,
sales department, e-commerce, center operations and management as well as to
the employees.
Regarding the tourism industry, there are two other interesting studies by Kalaj and
Lacej (2014) and Taga and Gaspari (2011). This study helps managers of Tour
Operators in Albania understand the CRM dimensions that positively affect customer
satisfaction and customer loyalty.

6. 01
02
03
04 3. Customers
Personalized customer service
Better customer care
Dedicated support4. Support.
Providing better customer care
Service contact management
Feedback analytics
Dedicated support
for Core Customers
1. Marketing
Customer needs analysis
Segmentation and targeting
Marketing campaigns
Lead generation activities
How CRM add value to
2. Sales
Acquisition strategies, Need analysis,
Generating new potential customers,
Sales forecasting and reporting

7. CRM as a Business Strategy
1
2
3
4
5
Delivering a unique customer
experience.
Facilitate activities to enhance productivity,
sales and marketing effectiveness.
Personalized services to generate more
customer satisfaction and loyalty.
Better acquisition, managing and
customer development strategies.
Relationship marketing and new ways
to interact with customers.

8. Methodology
The structured questions on the questionnaire are based on the article of
Werner Reinartz, Manfred Krafft and Wayne D. Hoyer (2004) of American
Marketing Association.
Three key stages of CRM:
1) Initiation,
2) Maintenance, and
3) Termination

9. Market Share Analysis
Market Share Analysis (Akep Statistics 2016)
 Vodafone is leading the
telecommunication industry, with the
highest market share of 48.8%.
 Telekom Albania is the second
company that has a market share of
31.8%.
 Eagle Mobile is the third company that
has a market share of 14.0%.
 PLUS Communication has the
smallest market share of 5.3%.

10. The Comparison Between Companies with the Key Stages of CRM

11. Customer Behavior Analysis
A survey to understand the effectiveness
of the CRM strategies and the relationship
with customer satisfaction and loyalty.
To better asses how effective are the CRM
strategies of these companies and to see
what is the actual impact on the
customers.
As a tool to better understand customers,
how they think and feel toward
companies, their brands and services.

12. • 1 of 5 customers were very satisfied with
their company, and 84% of these satisfied
customers would highly recommend their
company to friend and family members
(The promoters).
• 80 % of satisfied customers said that they
would continue to be loyal to their
company.
• 65 % of customers are ready to pay more
for a better customer experience with their
current providers.
Customer Behavior Analysis
Key findings: Regarding to customer
satisfaction, loyalty and recommendations

13. Key findings – Regarding the
impact of poor customer relationship
management:
• The main reason why customers have
left companies is customer service
problems (65%), followed by
competitor’s prices (15%) and product
problems (15%).
• Companies could recover up to 65% if
they reestablished relationships within
3-4 weeks.
• 1 out of 8 customer complain on social
Media
Customer Behavior Analysis

14.  CRM has an impact on customer satisfaction and loyalty, and companies are
using it to gain competitive advantages in the market.
 With effective CRM strategies companies can enhance profitability, sales and the
customer’s overall experience.
 It is imperative to be aware of the importance of the human resource factor, their
skills, capabilities as well as motivation to use CRM activities as effective tools to
deliver positive customer experience and manage effectively customer
relationships.
 Companies like Vodafone Albania and Telekom Albania are the first to focus on
managing, leading and empowering their employees by equipping with the right
tools to build long-term customer relationships and increase customer
satisfaction and loyalty.
Conclusions

15.  Only an innovative CRM software is not enough to achieve sustainable growth.
It is essential for companies to focus on developing human resources with the
right skills and capabilities to use CRM strategies as effective tools to deliver
positive customer experience and manage effectively customer relationships.
 I recommend future research on :
 how company culture can influence customer relationships.
 It would be interesting to measure the CRM performance from a financial point
of view, interviewing financial managers as well as CEOs.
 What about the possibility of including internet companies?
Recommendations

16. Thank you
By: Renato Civili, MSc
Master of Science in Business Administration
CANADIAN INSTITUTE OF TECHNOLOGY