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Supporting Customer Segmentation and Portfolio Strategies Through Software Solutions in B2B Markets

Hoving, A.V. (2025) Supporting Customer Segmentation and Portfolio Strategies Through Software Solutions in B2B Markets.

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Abstract:This research explores how CRM software supports customer segmentation and customer portfolio management in a B2B context. Even though CRM software is widely discussed in academic literature, little literature is aimed at using CRM software in a B2B context. This research aims to address that gap. A qualitative research design was used by combining both desk research and semi-structured interviews. The desk research focused on identifying available CRM software on the market and analyzing their features in terms of segmentation and customer portfolio management. The semi-structured interviews were conducted with representatives of B2B companies with relevant roles in customer segmentation and customer portfolio management. The results show that despite CRM software providing a foundation for creating customer segments and managing customer portfolios, they are often customized or used in combination with other tools to adhere to specific business needs. This research also reveals how data quality, integration with other software and customization are important for the effectiveness of CRM software.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:https://purl.utwente.nl/essays/106857
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