Engineering Management Case Study: CRM Strategies for Nokia's Comeback

This case study examines Nokia's potential CRM strategies to regain market share and improve customer satisfaction. It explores how Nokia can leverage customer relationship management to address the changing demands of the market, enhance customer service, and drive sales. The study emphasizes the importance of understanding customer needs, utilizing social media, and integrating CRM with marketing automation and geographic marketing campaigns. It highlights how Nokia can improve its customer service through data analysis, targeted marketing campaigns, and efficient employee management. By implementing these strategies, Nokia aims to attract new customers, retain existing ones, and ultimately make a successful comeback in the competitive mobile phone market. The analysis includes various CRM tools and their applications, along with the importance of customer feedback and data analysis to identify market trends and improve services.

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Engineering Management Case study
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Literature review
Customer relationship management activities to boost performance and allow Nokia
Company to make a comeback
Considering the case study is based on the Nokia Company, the focus has been on the
customer relationship management activities that can be included by the company to raise the
level of satisfaction among the customers, drive sales generation and attain a bigger market.
The management of good relationships with the clients would make Nokia able to fulfil the
varied needs and constantly changing demands of customers in the marketplace at present
(Khodakarami and Chan 2014).
Not only the CRM approaches are responsible for maintaining good relations with the
customers but also Nokia must focus on managing the promotions and advertisements of the
new mobile phones to gain popularity in the market, furthermore, gain a bigger market share
with the acqusitions of higher sales revenue and attaining competitive advantage in business
as well (Nokia.com 2019). As it can be seen that with the introduction of new age
smartphones, Nokia Company was left behind and had been unable to remain competitive in
the business environment. The company must also make sure to respond to the queries of
customers quickly and enhance the responsiveness for meeting the needs of clients and
ensure that their expectations are met effectively.
Nokia should make certain changes to the Customer relationship management
department for the purpose of delivering better customers’ services thorough analysis of the
customer interactions and data acquired all throughout the customer lifecycle (Ramchandani,
Ghias and Novitaz Inc 2013). The goal or objective has been to retain the existing brand
image and reputation, furthermore, ensure manage retention of existing customers, attract
new ones and drive the sales growth too. The CRM allows for compiling the customer related

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data and information across various channels, which could enable maintaining good point of
contact between the business and its customers. This could be possible for Nokia with the
help of managing company website, telephonic conversations, live chat, direct mails, using
marketing materials and by engaging social media platforms for respond to the customers’
queries, furthermore, strengthen the relationships with them for creating awareness among
them regarding the brand and its products and services delivered (Choudhury and Harrigan
2014).
For Nokia Company, to facilitate the management of relationship with the customers, it
would be essential for communicating with the various stakeholders, most importantly, the
customers and understand their concerns and areas of interests. This could be done with the
help of a survey process, also regarded as a major marketing procedure managed by the
organisation to understand the behaviours of people and their needs from the specific brand
(Nyadzayo and Khajehzadeh 2016). By understanding the requirements of customers, they
would feel valued by the company while at the same time, Nokia Company would be able to
make sure that certain changes and improvements could be done based on their level of
expectations.
By managing good relations with the customers, the marketing experience should also
be improved, which could not only help Nokia to attract new customers, but also the existing
customers. This extensive scopes and opportunities should bring back Nokia in the market
and also present a positive mind sets among the customers, thereby, influence their buying
behaviours too largely. With the use of social networks, the company could check out the
comments related to the brand and its services posted by the customers, based on which,
necessary changes could be made and responded to their queries for making customers
believe that Nokia has been back in from (Taylor et al. 2015). The customers’ buying

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behaviours would be driven, thereby, result in encouraging them to make purchase of the
products introduced by Nokia at present in the market.
The management of CRM tools integrated with the marketing automation procedures
could also improve the marketing efforts and focus on the goal of transforming a sales lead
into customers who make purchases. The sales force automation could also be beneficial as
part of the CRM approach to ensure monitoring the interactions with the customers and make
sure to automate the various business functions and processes for the purpose of attracting
new customers and retain the existing ones too (Tseng and Wu 2014). The CRM systems
integrated with the geographic marketing campaigns could also benefit the business by not
only enhancing the relationships with the clients, but also by enriching the marketing
experience to raise awareness among the clients and develop trust and loyalty among them.
The Customer relationship management or CRM system also could enable Nokia to
implement various complex processes including the custom reporting, customised work
flows, custom views and add-ons. This should be possible with the sending of automated
emails and notifications asking for the feedbacks of customers regarding the new products
introduced by the organisation and at the same time, gather customer related information tool
(Hassan et al. 2015). With the help of these data and information Nokia could analyse the
data and identify the recent trends within the marketplace, required to enhance the customers’
services and raise the level of satisfaction among theirs too.
With the use of this Customer relationship management system, Nokia would be able
to increase the time of employees spent at managing marketing efforts required to service the
customers in a better way, furthermore, maximise the overall organisational effectiveness
largely (Nokia.com 2019). Not only does this system allows for enhancing the reach to
customers and strengthen relationship between the business and its customers, but also has

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prioritised on the areas that need improvements such as the management of enterprise
resource planning, security services, IT support and cloud based solutions too. Nokia could
keep track of the employee related information including their contact numbers, performance
reviews and ratings and ensure managing the human resources properly for maintaining
internal workforce efficiency and deliver services to the customers considering their changing
demands, preferences and expectations. The analytics in CRM has enhanced the level of
satisfaction among the customers and through proper analysis and interpretation of user
related data and information through creation of targeted marketing campaigns (Khodakarami
and Chan 2014). The consumer buying patterns would be assessed more wisely by the
company and also their buying behaviours would be predicted at an early stage, thus create
more scopes and opportunities for Nokia to make a comeback in the market perfectly.

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Reference
Choudhury, M.M. and Harrigan, P., 2014. CRM to social CRM: the integration of new
technologies into customer relationship management. Journal of Strategic Marketing, 22(2),
pp.149-176.
Hassan, R.S., Nawaz, A., Lashari, M.N. and Zafar, F., 2015. Effect of customer relationship
management on customer satisfaction. Procedia economics and finance, 23, pp.563-567.
Khodakarami, F. and Chan, Y.E., 2014. Exploring the role of customer relationship
management (CRM) systems in customer knowledge creation. Information &
Management, 51(1), pp.27-42.
Nokia.com. (2019). Nokia | Nokia. [online] Available at: https://www.nokia.com/ [Accessed
8 Aug. 2019].
Nyadzayo, M.W. and Khajehzadeh, S., 2016. The antecedents of customer loyalty: A
moderated mediation model of customer relationship management quality and brand image.
Journal of Retailing and Consumer Services, 30, pp.262-270.
Ramchandani, J. and Ghias, A., Novitaz Inc, 2013. Customer relationship management
system for physical locations. U.S. Patent 8,600,804.
Taylor, J., Roberts, J., Oram, C., Gupta, A., Itani, M., Baroudi, S. and Smith, R., SugarCRM
Inc, 2015. Customer relationship management system and method. U.S. Patent 8,972,876.
Tseng, S.M. and Wu, P.H., 2014. The impact of customer knowledge and customer
relationship management on service quality. International journal of quality and service
sciences, 6(1), pp.77-96.

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