Maincourt, ChristopheGarcia, Ana Carolina Passos2025-02-172025-02-172024-01-302023-12-19http://hdl.handle.net/10362/179129This thesis project explores how to perfect after-sales service to enhance Customer Relationship Management (CRM) for Cartier in Portugal. Five key challenges were identified through a comprehensive approach involving quantitative research, with an initial survey, and more in-depth secondary research. The derived recommendations, grounded in the enhancement of after-sales services through online and offline strategies, were crafted to address these challenges. The findings aim to guide Cartier in refining its CRM approach, fostering stronger customer connections in the Portuguese market.engCartierCrmGen-zMillennialsAfter-salesLuxurymaster thesis203864700