4. Market Research
4.1 CRM in Branding
Timucin GULER - OPET PLC VP (2004-2018)
The importance of customer satisfaction is even more pronounced in the fuel sector, where branding is much more difficult; therefore making CRM a crucial factor in all branding their efforts.
Opet VP (2004-2018) Timucin Guler, is explaining how CRM evolved at Opet since 2004, with the market results obtained.
In the Q&A section, the definition of CRM, lessons learned from Opet CRM campaigns, their communications and analytics are covered.
English version of this video case, together with the printed case and teaching notes can be accesssed at the Case Centre’s website. http://casecent.re/p/159943
