Samenvatting

This thesis aims to provide the sales department of TivoliVredenburg with innovative methods to develop valuable relationships with their customers. The research consisted out of a business research, where the conducted information is applied on the situation of the sales department of TivoliVredenburg. This makes that part of the results are also interesting for organisations operating in the B2B service industry. The sales department of TivoliVredenburg is a B2B focussed department operating in a B2C focussed organisation.

Based on the findings, three recommendations have been presented. First, the sales department should implement CRM into their strategy, in order to make this a policy rather than an on-going process. To implement this, the department must identify the most valuable customers and collect data from them and the market. Calculating the ROI is connected to this, as this will give an insight into the actual value of these customers. Secondly, it is recommended to create a personalised marketing plan. As marketing trends are focussed on personalisation and creating an emotional bonding, this is something the sales department should focus on as well. It gives a competitive advantage to implement these trends and developments immediately. The department can use the USPs of the organisation to stand out even more and create a bonding with the customers on a personal level. Lastly, a recommendation for the long-term strategy is to make innovation and 5
communication interactive, as this is not the current situation. When making this more interactive it will not only create a bonding with the new generation, but also gives the department the opportunity to use their own customers to continue innovation. The organisation has a unique concept, which should be used to build customer relationships with the customers that fit the organisation