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Customer Relationship Management Assignment - Doc

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TESCOAmsterdam University of Applied SciencesCustomerRelationshipManagementReport
1Studentnumber:500788062Name:MuhammadKazimBashirUniversity:AmsterdamUniversityof AppliedSciencesCourse:CustomerRelationshipManagementLecturer:Mrs. AliciaRomanAlonsoClass:IB2B/IB3F2S
2Contents1.1Introduction....................................................................................................................41.2 CompanyBackground......................................................................................................41.3 Methodology....................................................................................................................51.4 ResearchQuestions..........................................................................................................51.5 ReportStructure...............................................................................................................52.Currentcustomerrelationshipmanagementsystem............................................................62.1 Introduction.....................................................................................................................62.2 CurrentCustomerRelationshipManagementof the Tesco............................................6TheCRM Strategyanditselements..................................................................................6CustomerAnalytics............................................................................................................8Responsibilityof CRM........................................................................................................8CustomerInteraction.........................................................................................................9CustomerValue..................................................................................................................9Personsresponsiblefor managingCRM..........................................................................102.3 Conclusion......................................................................................................................103. Drawbacksof the CurrentSystem.......................................................................................113.1 Introduction...................................................................................................................113.2 Drawbacks......................................................................................................................11Checkoutcounterissue....................................................................................................11
3Multichannelapproach....................................................................................................11Discrimination..................................................................................................................12RFID Tags..........................................................................................................................12No Announcement...........................................................................................................12Food HygieneIssue..........................................................................................................124. Recommendation.................................................................................................................124.1 Introduction...................................................................................................................124.2 CRM Strategy..................................................................................................................12ImplementationLevel......................................................................................................14CustomerAnalytics..........................................................................................................145. ImplementingChangesto the CRM.....................................................................................155.1 Introduction...................................................................................................................155.2 Implementation..............................................................................................................155.3 Implementationschedule..............................................................................................166. Findingsand Analysis...........................................................................................................176.1 Introduction...................................................................................................................176.2 Findingsand Analysis.....................................................................................................17References................................................................................................................................21Appendix..................................................................................................................................22Interview..............................................................................................................................22
41. IntroductionThis paperis formulatedfor the courseof CustomerRelationshipManagement.It is createdfor gainingthe knowledgeregardingthe CustomerRelationshipManagementwithinthe realbusinesssettingcourse.The aim of this reportis to makethe studentindependentconsultantof the organisationand providingthe recommendationon how the CRM systemcan be improve.This reportaids in gainingan insightinto the extentof the Tescoformanagingand developingthe consumerrelation,the drawbacksof how the Tescoatpresentmanagesand developsconsumerrelations,drawbacksof the currentapproachofTesco,and the natureof the Tescoand its environment,in what way the Tescoshoulddevelopand managerelationshipswith customersusingCRM,in what way the Tescoshouldexecutethe essentialchangesin the customerrelationshipmanagingapproachto shift fromthe currentto the anticipatedapproachfor managingand developingrelationshipswithcustomers.1.2 Company BackgroundThe companywhichis selectedfor evaluatingthe CRM systemis the Tesco.Tescois one ofthe prominentretailcompaniesof the UK in termsof marketingshareand increasinginternationalsales.Fromrecentyears,variousfierceforcesof competitionhave beenexperiencedby Tescoand it is seen that new competitorsare increasing(Bai, and Qin, 2016,pp.112-124). Tescois regardedas the grocerystore championwithinthe UK. In thebeginning,the companystartedtradingin the drinksand food and the companyhasmanagedto bring diversificationinto variousvital businessessuch as clothingmonetaryandfinancialservices,and consumerelectronics(Wood,Coe, and Wrigley,2016,pp.475-495).The core aims of the Tescoincludesbuildingcontinuouscustomerrelationshipand expanditself on the consumerbase,assessboth the valuesand the needsas of the consumerforincreasingthe chancesof revenuegrowthby fulfillingthe needsthe consumer,recognizing
5customersindividuallyand improvingthe strategyfor the customersatisfactionfor attainingthe objectiveof the business(Schultz,Malthouse,and Pick, 2012).1.3 MethodologyFor conductingthe data analysisfor this research,the interviewswere conductedfrom thefive employeesof Tescowho have groundknowledgeof the customerrelationshipof theTesco.For conductingthe Interviewszoommeetingswere conducted.Alongwith theprimaryresearch,secondaryresearchis also conducted.For this, variousresearchesaregatheredfrom googlescholarand variousotheronlinesources.The data is gatheredthroughconveniencesamplingtechnique.Participantfor the intervieware selectedon thebasis of convenienceand feasibility.Interviewsare collectedfrom 5 participantsthroughZoommeeting.1.4 Research QuestionsThe researchquestionincludes:How Tescomanagesrelationshipwith the customer?Whatare the drawbacksin the CRM of the Tesco?Whatchangesneedsto bring by the Tescoin termsof its customerrelation?1.5 Report StructureWithinthe chapterof this reportaids in comprises,researchquestion,companydescription,methodologyso that the readercan understandthe report.Withinthe chapter2, all thedescriptionrelatedto the currentCRM systemof the Tescois present.Chapter3 comprisesthe drawbackswithinthe CRM of Tesco.Chapter4 analysesthat in what way the CRMshouldbe done and what are the strategiesneedsto be used by the Tescofor managingtheCRM.Chapter5 containsrecommendationfor the CRM.Chapter6 of the researchcontainsFindingsand Analysisof the data collectedfrom the respondents.
62.Currentcustomerrelationshipmanagementsystem2.1 IntroductionWithinthis chapterthe currentcustomerrelationshipmanagementsystemof the Tescoisdiscussedin detail.This sectioncontainsmultiplesub-headingfor evaluatingthe currentcustomerrelationshipmanagementsystemof the Tesco.2.2 Current Customer Relationship Management of the TescoTheCRM StrategyanditselementsCustomerRelationshipManagement(CRM)is the type of technologythat helpsin managingthe interactionwith both the presentand the potentialcustomersin orderto providegrowthto the business.Everyorganizationhas this systemthat helpsin streamliningtheprocessand constructinga soundrelationshipwith the customerin orderto increasetheprofit,sales,and improvingcustomerservice(Schultz,Malthouse,and Pick, 2012). CRM isthe key of attainingsuccessfor the companybecauseit helpsin gainingan insightinto theperceptionof the customer.It is one of the greatways of understandingthat how thecustomerwill attainsatisfactionand what operationneedsimprovement.The CRM strategyof Tescois basedon the constantrelationshipmanagementof thecompanywith the clients.For attainingthis objective,the companyis usingthe multi-channelclientmanagementstrategy.AccordingtoHassanand Parves(2013)this strategyisrelatedto the deployment,coordination,design,and the channelassessmentfor improvingthe consumervaluethroughmaintenance,adequateconsumergainingfor improvingtheconsumervaluethroughadequatemaintenanceand the developmentof the consumer.Withinthis, the majorconcernis relatedto addingmorevaluesin the firm. Marketingis oneof the crucialelementsof the CRM strategy(Schultz,Malthouse,and Pick, 2012).Tescoemphasizesuponthe Multi-channelclientmanagementwhichis one of the mostprominentmarketingfunctionsof the customer-centricapproach,that is dissimilarfromconventionalsales-channelresearchthat focussesnot only to the companybut thedistributorsalso (Bai, and Qin, 2016,pp.112-124). For that reason,thereare diversifiedchannelspresentin the Tescothroughwhichboth the currentand the potentialclientscan
7correlatewith the business.Directmarketing,networksfor homeshopping,call centres,kiosks,ATMs,and Internet,are presentlycommonplaceby meansof whichTesco’sconsumerspurchasethe product.For managingthe relationshipwith the customers,Tescouses the customer-basedmarketingCRM(Xie, and Allen,2013,pp.46-62).AccordingtoHassanand Parves(2013)anothercore elementof the Tescois customerservice.Tescoalso has the objectiveto evaluatethe needsand the customervalueforraisingrevenuegrowththroughmeetingthe needsof the customer.For this purpose,theClub card accountsare used by the company10 millioncustomerseveryyear, makingthelist of the earnedprofitconsumershopping.Tescoprovidesvouchersand extra couponstoits customerswith the intentionof the rewardand increasingthe enticementsfor shopping(Bai, and Qin, 2016,pp.112-124). This approachof the Tescois very significantin termsofincreasingthe sales of the Tescoand evaluatingthe customerneeds.Data analysishelpsinevaluatingthe decision-makingprocessof the customer.Figure1Tesco CRMThe valueof the customeris visiblyidentifiedby Tescoby meansof the knowledgeand dataattainedthroughthe accountschemesof the Tescoclubs.Tescoalso takesinto accountthe
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