This work analyses the application of a customer centric strategy at Fastweb S.P.A.. The critical analysis was possible thanks to our experience as marketers in the company in the Revenue Management business unit. This provided us with insights regarding the way the company operates and the various past, present and future projects. The first step was a deep study of the literature about customer centricity, followed by a benchmarking of successful customer centric companies. Then, we developed a theoretical framework that would act as a blueprint and assist us in identifying the shortcomings in the company’s application of the strategy. At the end we provide actionable suggestions that the company can follow to optimize its marketing efforts, elevate the associated benefits of customer centricity and bring more value to the firm.
Questa tesi analizza l’applicazione della strategia customer-centric nell’azienda Fastweb S.P.A.. L’analisi è stata possibile grazie alla nostra esperienza come marketers nell’azienda all’interno della business unit “Revenue Management”. Questo ci ha permesso di conoscere da vicino come l’azienda opera e di entrare in contatto con progetti passati, presenti e futuri. Il primo passo è consistito in uno studio approfondito della letteratura riguardo al tema della customer centricity, seguita da un confronto con casi di successo in altre aziende. Successivamente, abbiamo sviluppato un framework che ci ha guidato e supportato nell’identificazione dei punti di debolezza dell’applicazione della strategia in azienda. Infine, abbiamo fornito dei suggerimenti riguardo ad azioni concrete che Fastweb può seguire per ottimizzare i suoi sforzi, sfruttare al meglio i benefici associati alla customer centricity e portare maggior valore all’azienda.
Implementing customer centricity in Fastweb s.p.a: innovations and challenges
CATALDI, MARTINA;SAYED, NATALIA
2021/2022
Abstract
This work analyses the application of a customer centric strategy at Fastweb S.P.A.. The critical analysis was possible thanks to our experience as marketers in the company in the Revenue Management business unit. This provided us with insights regarding the way the company operates and the various past, present and future projects. The first step was a deep study of the literature about customer centricity, followed by a benchmarking of successful customer centric companies. Then, we developed a theoretical framework that would act as a blueprint and assist us in identifying the shortcomings in the company’s application of the strategy. At the end we provide actionable suggestions that the company can follow to optimize its marketing efforts, elevate the associated benefits of customer centricity and bring more value to the firm.File | Dimensione | Formato | |
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2022_12_Cataldi_Sayed_01.pdf
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Descrizione: Testo della Tesi
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2022_12_Cataldi_Sayed_02.pdf
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Descrizione: Executive Summary della Tesi
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https://hdl.handle.net/10589/197794