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Customer Relationship Management Assignment - Doc
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Added on 2020-12-08
Customer Relationship Management Assignment - Doc
Added on 2020-12-08
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TESCOAmsterdam University of Applied SciencesCustomer Relationship ManagementReport
1Studentnumber: 500788062Name: Muhammad Kazim BashirUniversity: Amsterdam University of Applied SciencesCourse: Customer Relationship ManagementLecturer: Mrs. Alicia Roman AlonsoClass: IB2B/ IB3F2S
2Contents1.1Introduction....................................................................................................................41.2 Company Background......................................................................................................41.3 Methodology....................................................................................................................51.4 Research Questions..........................................................................................................51.5 Report Structure...............................................................................................................52.Currentcustomerrelationshipmanagementsystem............................................................62.1 Introduction.....................................................................................................................62.2 Current Customer Relationship Management of the Tesco............................................6TheCRM Strategy ‐anditselements..................................................................................6Customer Analytics............................................................................................................8Responsibility of CRM........................................................................................................8Customer Interaction.........................................................................................................9Customer Value..................................................................................................................9Persons responsible for managing CRM..........................................................................102.3 Conclusion......................................................................................................................103. Drawbacks of the Current System.......................................................................................113.1 Introduction...................................................................................................................113.2 Drawbacks......................................................................................................................11Checkout counter issue....................................................................................................11
3Multichannel approach....................................................................................................11Discrimination..................................................................................................................12RFID Tags..........................................................................................................................12No Announcement...........................................................................................................12Food Hygiene Issue..........................................................................................................124. Recommendation.................................................................................................................124.1 Introduction...................................................................................................................124.2 CRM Strategy..................................................................................................................12Implementation Level......................................................................................................14Customer Analytics..........................................................................................................145. Implementing Changes to the CRM.....................................................................................155.1 Introduction...................................................................................................................155.2 Implementation..............................................................................................................155.3 Implementation schedule..............................................................................................166. Findings and Analysis...........................................................................................................176.1 Introduction...................................................................................................................176.2 Findings and Analysis.....................................................................................................17References................................................................................................................................21Appendix..................................................................................................................................22Interview..............................................................................................................................22
41. Introduction This paper is formulated for the course of Customer Relationship Management. It is createdfor gaining the knowledge regarding the Customer Relationship Management within the realbusiness setting course. The aim of this report is to make the student independentconsultant of the organisation and providing the recommendation on how the CRM systemcan be improve.This report aids in gaining an insight into the extent of the Tesco for managing and developing the consumer relation, the drawbacks of how the Tesco at present manages and develops consumer relations, drawbacks of the current approach of Tesco, and the nature of the Tesco and its environment, in what way the Tesco shoulddevelop and manage relationships with customers using CRM, in what way the Tesco shouldexecute the essential changes in the customer relationship managing approach to shift from the current to the anticipated approach for managing and developing relationships with customers.1.2 Company Background The company which is selected for evaluating the CRM system is the Tesco. Tesco is one of the prominent retail companies of the UK in terms of marketing share and increasinginternational sales. From recent years, various fierce forces of competition have been experienced by Tesco and it is seen that new competitors are increasing (Bai, and Qin, 2016,pp.112-124). Tesco is regarded as the grocery store champion within the UK. In the beginning, the company started trading in the drinks and food and the company has managed to bring diversification into various vital businesses such as clothing monetary and financial services, and consumer electronics(Wood, Coe, and Wrigley, 2016, pp.475-495). The core aims of the Tesco includes building continuous customer relationship and expanditself on the consumer base, assess both the values and the needs as of the consumer for increasing the chances of revenue growth by fulfilling the needs the consumer, recognizing
5customers individually and improving the strategy for the customer satisfaction for attainingthe objective of the business(Schultz, Malthouse, and Pick, 2012).1.3 Methodology For conducting the data analysis for this research, the interviews were conducted from the five employees of Tesco who have ground knowledge of the customer relationship of the Tesco. For conducting the Interviews zoom meetings were conducted. Along with the primary research, secondary research is also conducted. For this, various researches are gathered from google scholar and various other online sources. The data is gatheredthrough convenience sampling technique. Participant for the interview are selected on the basis of convenience and feasibility. Interviews are collected from 5 participants throughZoom meeting.1.4 Research QuestionsThe research question includes:How Tesco manages relationship with the customer?What are the drawbacks in the CRM of the Tesco?What changes needs to bring by the Tesco in terms of its customer relation?1.5 Report Structure Within the chapter of this report aids in comprises, research question, company description,methodology so that the reader can understand the report. Within the chapter 2, all the description related to the current CRM system of the Tesco is present. Chapter 3 comprisesthe drawbacks within the CRM of Tesco. Chapter 4 analyses that in what way the CRM should be done and what are the strategies needs to be used by the Tesco for managing the CRM. Chapter 5 contains recommendation for the CRM. Chapter 6 of the research containsFindings and Analysis of the data collected from the respondents.
62.Currentcustomerrelationshipmanagementsystem2.1 Introduction Within this chapter the current customer relationship management system of the Tesco is discussed in detail. This section contains multiple sub-heading for evaluating the currentcustomer relationship management system of the Tesco.2.2 Current Customer Relationship Management of the Tesco TheCRM Strategy ‐anditselementsCustomer Relationship Management (CRM) is the type of technology that helps in managingthe interaction with both the present and the potential customers in order to providegrowth to the business. Every organization has this system that helps in streamlining the process and constructing a sound relationship with the customer in order to increase the profit, sales, and improving customer service(Schultz, Malthouse, and Pick, 2012). CRM is the key of attaining success for the company because it helps in gaining an insight into the perception of the customer. It is one of the great ways of understanding that how the customer will attain satisfaction and what operation needs improvement.The CRM strategy of Tesco is based on the constant relationship management of the company with the clients. For attaining this objective, the company is using the multi-channel client management strategy. According to Hassan and Parves (2013)this strategy is related to the deployment, coordination, design, and the channel assessment for improvingthe consumer value through maintenance, adequate consumer gaining for improving the consumer value through adequate maintenance and the development of the consumer.Within this, the major concern is related to adding more values in the firm. Marketing is oneof the crucial elements of the CRM strategy(Schultz, Malthouse, and Pick, 2012). Tesco emphasizes upon the Multi-channel client management which is one of the most prominent marketing functions of the customer-centric approach, that is dissimilar from conventional sales-channel research that focusses not only to the company but the distributors also (Bai, and Qin, 2016, pp.112-124). For that reason, there are diversifiedchannels present in the Tesco through which both the current and the potential clients can
7correlate with the business. Direct marketing, networks for home shopping, call centres,kiosks, ATMs, and Internet, are presently commonplace by means of which Tesco’sconsumers purchase the product. For managing the relationship with the customers, Tescouses the customer-based marketing CRM (Xie, and Allen, 2013, pp.46-62). According to Hassan and Parves (2013)another core element of the Tesco is customerservice. Tesco also has the objective to evaluate the needs and the customer value for raising revenue growth through meeting the needs of the customer. For this purpose, the Club card accounts are used by the company 10 million customers every year, making the list of the earned profit consumer shopping. Tesco provides vouchers and extra coupons to its customers with the intention of the reward and increasing the enticements for shopping(Bai, and Qin, 2016, pp.112-124). This approach of the Tesco is very significant in terms of increasing the sales of the Tesco and evaluating the customer needs. Data analysis helps in evaluating the decision-making process of the customer.Figure 1 Tesco CRMThe value of the customer is visibly identified by Tesco by means of the knowledge and data attained through the account schemes of the Tesco clubs. Tesco also takes into account the
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