Improvement of the CRM Strategy for Bookmaker X

Student: Milana Borukaeva

Educational Programme: Marketing and Market Analytics (Bachelor)

Year of Graduation: 2024

This thesis addresses the problem of improving the CRM strategy for bookmaker company X in the Russian market. The work analyzes existing CRM strategies and their role in business, the peculiarities of consumer behavior, and loyalty factors in the bookmaker market. It conducts a study of the Russian bookmaker market, provides a characterization of company X and its current CRM strategy, and examines existing CRM strategy practices in the bookmaker market. The research aims to enhance customer loyalty for company X by improving its current CRM strategy to increase key performance indicators and profitability. The research methods used include theoretical and empirical approaches, incorporating qualitative (in-depth interviews) and quantitative (mass survey) methods of data analysis.

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