Background: The intent of my thesis is to report on how managers interact with their customers in order to establish a long-term relationship and the ways in which the problems in the service encounter are resolved. This work is defined as qualitative research.  This view is supposed to interpret the topic without analysing practices and norms but new theory will be created.

Purpose: The purpose of this thesis is to learn what research says when it comes to analyze what managers should do in order to improve customer satisfaction of service use. Managers have to satisfy their customers. This is the first step to be taken in order to maintain loyalty and a long-lasting relationship. These conditions have to be achieved for realizing greater profitability from customers. As it will be seen, profitability is not a target to be reached in the short term as a result of a single service encounter, but rather to be reached through a continuous process of relationship between customers and service companies.

There are two main research questions to analyze about problems concerning the relationship with the customers. These research questions will be resolved through a problem discussion by using literary texts, scientific articles and interviews through a problem discussion.

Method: For obtaining a wider view I didn’t restrict the analysis just to a theoretical work based on looking for information on scientific articles and comparing them each others, but I got information by interviewing via Skype two service companies’ managers for getting the evidence of the theoretical part with an empirical one. These managers have shown them available for providing me all the information needed for having an empirical investigation and writing an analysis comparing theoretical and empirical part for drawing the evaluation of the study.

Result: CRM can be defined as a process of carefully managing specific information about individual customers and all their characteristics in order to maximise loyalty and reach a durable relationship.

The advantage of CRM is on providing an excellent customer service through the use of individual account information, that allow companies to customize services and marketing offerings. CRM is fundamental because the main driver of company profitability is the aggregate value of the company’s customer base.

Managers should be aware of the enormous advantage given by developing a CRM in the right way, in this case companies can keep on performing in the market, since every time it presents new issues to be faced and new challenges.