Customer relationship management in a business-to-business context : a study of an aluminium accessories importing firm

Abstract

The purpose of this dissertation is to investigate the effectiveness of good customer relationship management within the context of a business-to-business company. Ferralco Ltd., one of the leading importers of aluminium accessories in Malta, was the choice of company to carry out this investigation. The research was performed through in-depth interviews made to the managing director and the customers. The method used allowed the assessment of the company from two different perspectives thus helping one to understand in an objective and comprehensive manner how customer relationships are handled. The results indicate that Ferralco’s success is indeed owed to the good and consistent relationship management and; through the in-depth interviews, it was possible to highlight the factors that contribute to the company’s progression, as well as, determine inconsistencies in the approach that hinder such growth. The subject of the research project was found to be very interesting since it is relevant and entails a hands-on approach. Above all, this research presents two valuable lessons for running a successful business: firstly, the importance of having a competent and dynamic sales team in place that believes in the product and feels respected, appreciated and motivated; secondly, the importance of loyal clients who add an immeasurable value to an organisation and account for its continued prosperity. That being said, there is always room for improvement and the content obtained should enable the management of Ferralco Ltd. to make the necessary amendments to the strategy so as to move forward whilst also retaining their favourable reputation.