Impacts of Customer Relationship Management

1
Impacts of Customer Relationship Management on
the Profitability of IKEA Limited
2
Introduction

• This project is prepared on the basis of a
  manufacturing company, that is, IKEA limited
  which exists in United Kingdom. However, it is
  considered as the largest furniture manufacturing
  firm in UK. This project is based on
  demonstrating the impacts of customer
  relationship management on profitability of the
  cited firm IKEA Ltd. Along with that, the project
  will also help readers and researchers to analyse
  those factors that are playing dominating role in
  affecting the customer relationships with the
  concerned business organization.

3
Research Aim and Objectives

• Main aim of this research project is to identify
  the impacts of customer relationship management
  on the profitability of IKEA limited.
• Research Objectives
• To identify the impacts of customer relationship
  management on profitability of IKEA limited.
• To analyse the factors that can affect customer
  relationship management.
• To recommend the ways in which CRM can be used by
  IKEA limited.

4
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5
Research Methodology

• Research Approach Inductive
• Research Method Survey Methodology
• Research Type Qualitative
• Data Collection Interview from the managers of
  IKEA
• Sampling 8 managers of IKEA
• Data Analysis Thematic Analysis

6
Data Analysis

• Theme 1 - Most of the managers of IKEA are of
  the view that CRM has accommodated their
  operational needs.

7
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8
Data Analysis

• Theme 2 - Major portion of top level management
  have evaluated that CRM has resulted in good
  profitability.

9
Data Analysis

• Theme 3 - Daily routine tasks of IKEA limited
  are greatly impacted without existence of
  customer relationship management.

10
Data Analysis

• Theme 4 - Customers relationship management is
  an ideal thing for making good relationships with
  customers rather than attracting new customers
  and understanding their needs and wants.

11
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12
Data Analysis

• Theme 5 - Personalization of customization can
  be adopted by IKEA limited through CRM system.

13
Conclusion

• It has been concluded from the research project
  that customer relationship management is one of
  the most important system to be implemented in a
  manufacturing firm. Not only that but it should
  be applied in any type of business organization
  because it helps to create healthy relationship
  with ultimate customers and assists firm in
  gaining maximum profitability. It has also been
  concluded that business IKEA limited in spite of
  being one of the largest furniture manufacturing
  firm in the UK uses CRM tool in order to increase
  number of customers for improving profitability.

14
Recommendations

• Customer relationship management is one of the
  most beneficial tool that can be used by every
  business organization as it helps to increase
  relationship with customers of the firm. In the
  current project, IKEA is using this approach for
  improving its profitability. Though, this
  approach is very advantageous but still it is
  recommended to the firm that managers should use
  this tool in a careful manner because slight
  mistake in interpretation or customer's data can
  lead to wrong production and then firm will have
  to bear heavy loss. Therefore, it would be ideal
  for the firm to make appropriate use CRM tool in
  order to gain maximum profitability.

15
Thank You!!
16
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