L'impatto di un programma di CRM: il caso di Ermenegildo Zegna

The objective of this thesis is assessing what impacts does a CRM program have in a luxury business. In specific to better understand the impacts of a CRM tool I will analyze the case of the Menswear Firm: Ermenegildo Zegna. The Italian company has launched a CRM program, known as Zegna World Pass. Further more, we will investigate the effects and impacts of the CRM tool on the firm both from a Customer Loyalty point of view that from an increment of the average spending of the members of the program. The program in discussion has a double function, be a loyalty program and a win back program. And later understand the main difficulties in applying the program to all the Zegna boutiques in Europe. In conclusion we will try to deliver some recommendations on how to possibly improve the program and application to obtain even better results in the year 2015.