Customer Relationship Management for Carrefour: Enhancing Customer Value and Loyalty

This article discusses how Carrefour can enhance customer value and loyalty through CRM approach. It explores the benefits of CRM and how it can help Carrefour to solidify customer loyalty and value. The article recommends Carrefour to explore its qualities of the catered food products, sharper its marketing strategies, guide and educate its customers regarding the benefits provided by organic good to the health, lifestyle and environment. The service profit chain forms relationships amongst profitability, employee satisfaction, loyalty, value and productivity. By considering this aspect, it is recommended to the Carrefour to ask for regular feedbacks from the customer on ongoing basis, as this will assist the company in knowing their improvement area and customer can also state their demands and needs in the same, by which company can satisfy it and convert the customer loyal.

Customer relationship management

Carrefour serves best quality, organic and reasonable products in the bio range of company. The
store has a broad portfolio of organic selection that serves customers with a variety of taste and
preferences. The products and services are inclusive of dairy items, cereals, jam, biscuits, baby
food etc (Carrefour Brands, 2018). UAE Carrefour organic & healthy food is a brand developed
to satisfy the demands of customers to provide a healthy balanced diet at the most affordable
prices.
There offerings have obtained a high level of credibility and trust between the customers. The
development of the Carrefour brands is to formulate a range of offering that surpass the
expectation of customers in context with prices and quality. It is considered as the best French
products, as it has gained high amount of trust from the UAE customers. Carrefour seeks to earn
more control on the marketing procedure and more efficiently influence the business intelligence
with the main objective of solidifying customer loyalty and value (Kumar and Reinartz, 2018).
The new model of the business for the management of promotional campaigns aims to get more
close to the customer to facilitate business conduct and gain greater revenue.
The CRM approach is highly beneficial for the long-term success of the Carrefour, as it will
improve the relationship with new as well as existing customers to win their trust. One of the
major benefits of CRM is that Carrefour will be able to acquire better satisfaction while allowing
up-selling as the exercise of providing customer premium satisfaction that is derived from the
purchase (O'donnell and et.al, 2016). CRM, strategy will enable long term success of
organization and build rich communication with customers in order to understand their needs and
conduct, thereby enabling Carrefour to know the right time to market the product to the
consumer.
In order to enhance the customer value, it is recommended to the Carrefour to explore its
qualities of the of their catered food products, the company is required to sharper its marketing
strategies, guide and educate its customers regarding the benefits provided by organic good to
the health, lifestyle and environment. The Horizon organic follows the same structure
of improving customer value for their success, so it is essential for Carrefour to
chase the same path (Galvão and et.al, 2018). Moreover, the company must develop success
management strategies to transfer proactive customer perspectives and enhance customer

experience; also it is essential for the company to add less preservative in the products as Eden
Foods Inc. does to prevent any bad effect
The service profit chain forms relationships amongst profitability, employee satisfaction, loyalty,
value and productivity. By considering this aspect, it is recommended to the Carrefour to ask for
regular feedbacks from the customer on ongoing basis, as this will assist the company in
knowing their improvement area and customer can also state their demands and needs in the
same, by which company can satisfy it and convert the customer loyal. Loyalty comes after
customer satisfaction, which can be provided through best quality products, services and value.

REFERENCES
Galvão, M.B.S.B., de Carvalho, R.C., Oliveira, L.A.B.D. and Medeiros, D.D.D., 2018. Customer
loyalty approach based on CRM for SMEs. Journal of Business & Industrial Marketing, (just-
accepted), pp.00-00.
Kumar, V. and Reinartz, W., 2018. Customer relationship management: Concept, strategy, and
tools. Springer.
O'donnell, C., Pitre, A., Schnitt, M., Sit, E., Hennekey, T., Ball, M., Brown, G., Kaplow, Z.E.,
Sobin, Z., Williams, J. and Neuwirth, M., 2016. Method of enhancing customer relationship
management content and workflow. U.S. Patent Application 14/854,591.
Online
Carrefour Brands, 2018. Available through < https://www.carrefouruae.com/carrefourbrand>.
[Accessed on 20 June 2018].