A Critical Analysis of Customer Relationship Management within the Welsh Football Trust
Preece, Ieuan, David
Cardiff Metropolitan University
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The aim of this study was to analyse the use of Communication Relationship Management methods within the Welsh Football Trust. To reach this aim the following 3 objectives were established, Objective 1: Identify current CRM methods that are currently in place within the organisation. Objective 2: Evaluate the effectiveness and efficiency of the current methods. Objective 3: Design a model to increase the ease of use to increase staff acceptance and retention of old and new methods of CRM. In order to attain the three objectives a combination of research including primary and secondary was undertaken. The secondary research comprised of a literature review, with primary data collected through a survey and five interviews from those that work within the Welsh Football Trust. Once the data had been collected it was subsequently analysed; allowing for the establishment of key themes and the detection of areas that need improving. The conclusion of this research identifies and comprises of the barriers that are currently in place, such as lack of financial assistance and inadequate pathways for developmental training. It was recognised that a lack of understanding of the use of CRM led to decreased implementation or incorrect use. It could be argued that the primary and secondary data collected prove that improvements need to be addressed whilst dismantling the current barriers in place.
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