Role of Data in Improving Relationship Marketing for Managing Customer Expectations and Service Excellence

SALES AND MARKETING
REPORT

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Role of data in improving relationship marketing for managing customer expectations and
service excellence........................................................................................................................3
The concept of STP in regards to chosen company.....................................................................5
Various solutions to meet customer needs and demand by evaluating specific targeted group of
company customers......................................................................................................................7
Rationale for innovation for various products and service launched by company, keeping in
mind respective customer demand trend in marketplace.............................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
In an operational firm various activities are being taken place, including production,
sales, marketing and many more. A business organisation divides it respective operational tasks
into its respective department of the firm. Concerned department of the firm are then coordinated
with management efforts and give rise to sound business organisation. Sales and marketing
department of an organisation plays an important role in carrying different efforts being
produced by various staffs working in an organisation towards company's respective goals an
objective (Agostini and Nosella, 2017). In the present report, operational working of HSBC is
being taken into consideration, which is a British multinational investment and finance company
in UK origin. The company was founded by Sir Thomas Sutherland and is headquartered in
London, UK. As per the recent analysis company is identified with one of the top most bank in
entire Europe continent, with total assets count of US$2.715 Trillion. The management
department of the company plays an important part in managing large market customers of the
company and also ensures effective operational working of the workforce, keeping in mind
valuable resources of the firm (Deepak and Jeyakumar, 2019). This research paper will include
role of data in improving relationship marketing, ensuring customer satisfaction as their top most
priority. Moreover, various strategies used my concerned department of chosen firm for
managing such a high customer market of the firm is being highlighted in this document. With
addition to that, importance of innovation in carrying respective operational activities of the firm
is also being highlighted in this report.
MAIN BODY
Role of data in improving relationship marketing for managing customer expectations and
service excellence
The marketing department of a business firm plays an important role in shaping various
efforts being produced in a business firm towards successfully attainment of pre decided goals
and objectives of the firm. In the process being, marketer of various business firms collects
necessary data and information by conducting adequate research and development programs of
given marketplace of the workforce. It becomes important task for marketing department of an
organisation to analyse various taste and preferences of various market customers, wherein
company is offering its products and services to the customers. For instance, a particular area of

market is declared as a dry zone by governing body of that area. Therefore, any liquor shop will
not be able to operate its respective sales activities in that particular area. In context to chosen
organisation i.e. HSBC bank, respective marketing department of the firm ensures effective sales
activities of the corporate by analysing current market customer trend and their respective
creditability in order to function its investment and finance role in given marketplace (Dogu and
Albayrak, 2018). Volunteers of selected firm extracts data and information, relating to demands
and needs of various individuals residing in particular operational area of company working. It
enables firm to operate its various business activities effectively and allows firm to achieve pre
decided goals and objectives within given time period.
Relationship Marketing
With light to the fact that, it is better to retain a company customer then attracting a new
one. Therefore, pure dedication is being made on maintaining loyalty of various company's
customers. It involves various process including providing up of various post sales services to
their customers and also responding to various feedback given by a customer after consuming a
particular product or service of the company (Elstub and Escobar eds., 2019). In context to
HSBC bank, respective departments of the firm ensure better operational working of the
workforce, by taking use of various technologies available to a business firm. Noel Quinn, being
current CEO of respective company, intakes use of various updated technology software to cut
down hard human efforts and provides effectiveness of operations by performing up of
respective tasks, ensuring maximum output with minimum input of resources of the workforce.
Data driven marketing
Effective working of a business enterprise has to go through various uncertainties in
business environment. Due to constant changes in needs and demands of various company's
customers, it is a tough task for management of the company to keep a track on it. Therefore, in
order to effectively operate in this dynamic business environment, business firm has to run
regular research on trending demands of various customers of the company. In relation with
selected company, marketing department of firm, takes use of innovative techniques in order to
conduct marketing activities of the workforce ensuring optimal usage of valuable resources of
the firm. Respective company collects data and information of its customer trend and behaviours,
on the basis of which production department is being guided to produce accordingly. Company
uploads needful information about its service on its official websites, which helps in increasing