Quality Systems and Customer Relationship Management in Andicars Ltd

This report analyzes Andicars Ltd's quality systems and customer relationship management strategies, focusing on enhancing customer experience and overall profitability. It identifies relevant marketing theories and models, such as the marketing mix, STP model, and BCG matrix, to evaluate customer interactions and improve service quality. The report explores the benefits and challenges of developing strong customer relationships, particularly in the context of the Covid-19 pandemic, and highlights the importance of digital marketing and social media channels for reaching potential customers. Ultimately, the analysis aims to provide insights into how Andicars Ltd can optimize its quality processes and CRM practices to strengthen its customer base and achieve sustainable growth.

Organisation’s quality systems
and customer relationship
management
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Executive summary
The customer experience plays significant role to enhance profit of the company. The
positive customer experience raise sale of company and negative experience decrease brand
name of the company. The chosen organisation is Andicars that provides taxi services to its
customers and also provides online booking and tracking facilities. The report lead to identify
key marketing and customer relationship management theory that impact quality system and
control of customer with effect of Covid-19. The aim of this report to understand quality process
of customer services in workplace. Hence, company develop effective customer relationship to
brings more benefits of sale and improve customer base of company.

Table of Contents
Executive summary..........................................................................................................................2
INTRODUCTION...........................................................................................................................4
Identifies relevant marketing (service) theories/models/methods to analyse the customers’
experience...................................................................................................................................4
Application of appropriate critical understanding of quality process.......................................11
Benefits and challenges for developing good customer relationship........................................13
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Customer experience is defined as the relationship between customers and business.
Customer experiences reflects as the perception and feelings of customers and their buying
behaviour towards organisation. Customer relationship management is defined as combination of
various strategies, practices as well as technologies that are implemented by the organisation to
analyse and maintain customer interactions with organisation throughout customer life cycle.
Purpose of customer relationship management is to retain customers with organisation for long
period of time to attain objective of higher sales. Organisation maintains positive relationship
with customers in the pandemic of Covid-19. It maintains its Andicars connection with
customers through various social media channels (Hillary, 2017Bangemann, 2017). It facilitates
organisation to develop coordination as well as provide direction to perform all business
activities properly to meet customer and legal requirements and help business to improve overall
effectiveness and efficiency of organisation. In this report. In this report marketing theories that
analyse customer relation with organisation and quality process at workplace are mentione3d.
Furthermore customer relationship management theories and benefits and challenges in
maintaining effective customer relation in the pandemic of Covid-19 are discussed.
Overview of organisation Andicars
The chosen organisation is Andicars Ltd which provides convince services to customers by Taxi,
it also provide the facility online booking and tracking to its customers. The organisation
conducts its functions by using own website through which customers can book their personal
taxi. Andicars Ltd. is a private limited organisation established on 17 October 2017 as well as
located in Havant, UK.
TASK
Identifies relevant marketing (service) theories/models/methods to analyse the customers’
experience
Marketing is defined as the activities that are undertaken by the organisation fr the
purpose of getting potential customers and persuade them to purchase organisational products
and services. Basically, it is the action that through which business promotes organisational

products and services. As organisation's adopts marketing strategies for attaining the growth and
development objective in market. Respective organisation use various marketing tools and
models to accomplish defined goals and objectives in best possible manner. The Marketing and
CRM theories are applied by the organisation to enhance organisational sales through creating
effective positioning of products and services in market. It influence customers as well as
persuade them to avail services that are offered by Andicars Ltd. Due to COVID 19. In crisis
various problems and difficulties are faced by the respective organisation that directly and
indirectly impacts on business profitability and performance.
Respective organisation various aspects of marketing such as promotions, conduct9ing
market research, create effective social media content, 8improve customer experience and
determining appropriate market segment that facilitates organisation to enhances its sales in
market place. Through executing these models and techniques organisation can enhances
customer base through offering better quality services during Covid-19 pandemic. Organisation
implement range of marketing theories and models to analyse and evaluate customers experience
with organisation. Through marketing Andicars Ltd promotes organisational products and
services to customers and persuade them to purchase them. In the pandemic organisation use
digital marketing and social media channel to reach potential customers (Vilminko-Heikkinen,
and Pekkola, 2017).
Some marketing models and theories are mentioned below:
Marketing mix: Marketing mix is defined as the set of various actions and tactics that are
used by the organisation to promote organisational products and services. In marketing mix 4Ps
are included such as product, price, place and promotion. Later there are various other aspects
are included that expands whole concept of marketing mix such as process, people and physical
evidence. Andicars Ltd organisation uses the concept of marketing mix to provide quality
products to customers at affordable prices in order to enhance overall organisational sales and
profitability objectives. Proper implementation of marketing mix facilitates organisation to take
appropriate decisions for organisational products and services that help enhance overall
experience of customers with organisation. Factors of marketing mix are mentioned below:
Product: Marketing mix starts with products. Products are considered as the physical
products that create value for customers. It is the thing that is offered by the organisation to their
customers that satisfies their needs and demands. As Andicars Ltd organisation analysis needs,

demands and preferences of customers through conducting marketing research that take suitable
decision to provide products and services to customers.
Price: Prices are defined as the monetary value that has to be paid by customers for
acquiring the product of organisation. In the process of taking pricing decision, Andicars Ltd
organisation analyses target market and their purchasing power, competitors pricing policies and
according to financial goals and organisation. Organisation establishes prices according to
requirement of customers that enhances organisational profitability and customer base.
Place: Place is defined as the merchandising locations that can be online stores or
physical stores across various towns and locations through which organisation operates its
activities. Andicars Ltd organisation provides online booking services to its customers for
improving their experience with organisational products and services.
Promotion: Promotions plays important role in promoting organisational products and
services in market to influence and persuade customers for purchasing. Andicars Ltd
organisation is involved in various promotional activities for providing information about
products to customers and understanding their perspect Andicars Ltd organisation ive regarding
organisational services. Respective organisation promotes organisation's services at social media
channels provide online booking option to customers for enhancing their experience with
organisation.
People: People are organisational staff member, salesperson and customer service team
who involve in organisational marketing and sales process. Andicars Ltd organisation's staff
members provides quality services to customers for enhancing their overall experience with
organisation.
Process: Process is defined as the activity through which organisation create and deliver
products and services to customers. Andicars Ltd organisation adopts upgraded technologies to
enhance efficiency and effectiveness of organisation. Effective working process improves
organisational performance and profitability ratio. Respective organisation includes various
activities in organisational process such as query handling, sales as well as other services that
help to enhance customer's experience with organisation.
Physical evidence: It is the important element of marketing mix that includes provides
any physical evidence to customers that validate their purchasing. As Andicars Ltd organisation
provides convince services to customers through taxi and organisation also provides online

booking facility to its customers that help to improve customers experience with company.
Organisation maintains its taxies regularly for providing bettery the BCG Matrix you can think
of it as showing a portfolio of products or services, so it tends to be more relevant to larger
businesses with multiple services and markets. However, marketers in smaller businesse quality
services to its customers.
Market segmentation:
STP model is defined as the strategic approach of marketing that includes various aspects
such as segmentation, targeting and positioning. Through STP process, organisation selects most
valuable and suitable market segment then creates marketing mix to satisfy needs and demands
of customers and retain them with organisation for long period of time.
Segmentation: Market segmentation is defined as the process of dividing whole market
and customers in sub groups and smaller segments on the bases of similar characteristics,
common needs, lifestyle and similar demographic profits. In this step, Andicars Ltd organisation
find out potential customers and divide them into specific segments. It facilitates organisation to
identify their customer and satisfy them through providing quality products and services. As
respective organisation provides Taxi services to their customers so organisation divide whole
customers on the bases of their locations and preferences. Organisation divides whole market
into different segments helps marketers to select appropriate that enables them to differentiate
organisational offerings from other competitors.
Targeting: Targeting is defined as the process of choosing specific market segment from
the entire market (Gy the BCG Matrix you can think of it as showing a portfolio of products or
services, so it tends to be more relevant to larger businesses with multiple services and markets.
However, marketers in smaller businesseriffith, 2018). Andicars Ltd organisation evaluates
attractiveness of each segment of market and select most potential one to enter in market. It
facilitates organisation to understand needs and demands of potential customers, establishing
appropriate marketing mix as well as differentiate organisation and its services from other
competitors. Respective organisation targets market segments on the bases of size, intensity of
competition, profitability ratio and ability of organisation. However, marketers in smaller
business to service customers. Target market of organisation are the people who prefer less
expensive way of convince to travel.

Positioning: Positioning is defined as the final element of STP process. Positioning is
determined as maintaining effective brand image of organisation in the minds of customers
through offering better quality products and services (Schultz, 2018). Organisation conducts
advertisements on various social media channels to reach customers and provide them
information about organisational products. Effective positioning differentiated organisation form
others. Andicars Ltd organisation adopts symbolic positioning, functional positioning and
experimental positing or combination of all three positioning in market place.
BCG Matrix: Boston Consulting group (BCG) growth share matrix is defined as the
planning tool that is used by the organisations for geographical representation of organisational
products and services for the purpose of take effective decisions regarding what should keep as
well as invest in products. It is implemented by the organisation for developing long-term
strategic planning as well as facilitates to attain the objective of growth and development through
reviewing organisational portfolio of products to make decisions where to invest, continue
provide product in market or discontinue it at some point of time.
Andicars Ltd organisation conducts BCG matrix as the marketing model for the purpose
of enhancing organisational higher sales and profitability in market place. Respective model
facilitates organisation to allocate all resources at all business level as well as it is used as a
analytical tool in product management, portfolio analysis and brand marketing. The model is
divided in four parts that represents rate of market growth and development and market share.
Four categories of matrix are dogs, cash cow, stars and questions mark that contains their unique
characteristics. Through applying the marketing model organization ensures providing effective
products and services to costumes according to their needs and preferences that retain them with
organisation as well as enhance their experience with organisation. Factors of BCG matrix are
mentioned below:
Dogs: In this sector of BCG matrix the organisation has the covered low share of market
and have low rate of growth and development. In this stage, organisation barely generate enough
cash for conducting business operations and maintaining market share. As Andicars Ltd
organisation is at break even point in this situation so, it provides various social benefits through
offering jobs as well as synergies that provides assistance to other business from the point of
view of accounting that do not earn cash for the organisation. Thus the products that are
classifies as dogs always have weak market share and growth opportunities. These products

making loss or non-profitability for business as well as they waste management time, efforts as
well as organisational resources. Andicars Ltd organisation managers take decisions to continue
the product in market or invest in other to attain higher profitability objective. As organisation
provides taxi services to customers, it identifies the areas in which business get less customers
and profitability so , respective organisation take decisions to run business activities in this area
or target another market to accomplish all defined goals and objectives.
Cash Cow: In this factor of matrix, organisation has higher market share and slow growth
and development opportunities. Thus organisation attain more amount of cash that is required to
maintain business activities in market. This stage also termed as the mature market there are
enough opportunities to generate cash. Organisation take decisions to invest less amount in this
market because it contains low growth and development. Andicars Ltd organisation faces less
competition in this stage and enjoys dominant position. Organisation analyses the situation and
take decisions accordingly for attaining defined goals and objectives.
Stars: In this stage, organisation has dominant market share that contains rapid growth
and development. Star products are the leading products in the market and cover most of
customers of market. Organisation invest more in these products to retain its positioning and
achieve further growth opportunities as well as lead overs other competitive products. Star
products generate higher revenue because of having their higher strength in market. In this
situation the main problem with organisational product portfolio manager is to identify the
whether the market grow or it will going down. Andicars Ltd organisation takes decision to
invest in products that have covers higher share of market and provide profit to organisation.
Question mark: In this situation business operates its functions with low market share
and in higher growth and development opportunities. It is also considered as the starting point of
business. There is effective potentiality is found in organisation to gain higher market share and
come in the category of stars on the other hand, it convert in cash cows if market growth is slow.
If organisation do not get enough opportunities to get market share then it lead organisation
towards dog condition. Andicars Ltd organisation launches new products and services in market,
so organisation has to analyse competitive products and other market need and demands to gain
sustainable advantages.
Critically analyse the factors that influence your organisations quality systems and
controls for customers in times of crisis like COVID-19

COVID-19 has impacted the lives of everyone and impacts their purchasing power as well. Due
pandemic, people were not allowed to step out of their houses as there was wide spread of
diseases. To manage the condition government impose lock down. This leads business towards
pausing their operations activities, employees started to do work from their home only. Due to
this, people lost their lives, lost their beloved ones which creates a huge emotional impact on
many individuals (Omobowale and et. al., 2020). Because of pandemic, education, tourism
transportation industry is affected and their performance and profitability also decrease. The taxi
services is considered as essential convince which is getting affected hugely by COVID-19
outbreak (Mundy, 2020). In context of AndiCars organisation, the company faces a huge loss as
people were not going out. COVID 19 not only creates impact on the profitability but also on the
lives of the people where many people losses their employment.
The taxi services provided by the selected organisation were not able to generate revenue
as people were not allowed to travel that impacts performance and functionality of organisation.
As the organisation was not operating during the pandemic, that impacts motivation among the
employees as well as the drives of the cars which leads in leaving of their jobs. The current
pandemic impacts the overall organisation. There are various factors that impacts the quality
system of organisation during the pandemic are mentioned below:
Market: Customer needs, demands, preferences as well as their purchasing power are the
main components that affect organisational products and services during the pandemic of Covid-
19. AndiCars organisation analyse these factors than take decisions to make customers satisfied.
Technology: As technology is changing at very fast rate that directly impacts
organisational quality system. Respective organisation use modern technologies as well as
provides online booking and tracking services to their customers which satisfies customers needs
and demands and enhances their experience with organisation.
Labour: Labour plays important role in developing products and services that have value
to customers. Knowledge as well as experience of people influence on quality level. Respective
organisation provide training to employees that enables them to provide quality services and
experience to customers.
Cost: There are various cost ate involved in maintaining and improving quality of
organisation services. AndiCars organisation creates proper planning and to enhance quality of
business.

Management: Management is the most effective factor that affects the quality of
organisational products and services. Organisational policies and strategies towards management
of quality affect overall organisation. AndiCars organisation develops effective management
strategies to maintain its quality for enhancing customers experience with organisation.
As the majority of people travel to their destination using public transportation and this
was not allowed during pandemic, so people were shifted more towards using cabs and taxies.
The taxi services faces burden of the people with precautionary measures (Ashour and et. al.,
2021). The taxi drivers are at a higher risks of getting in contact with the coronavirus positive
person and if the drives becomes positive, the spreading of virus would be higher leading to get
the infection at larger scale.
In order to stop the spreading of the virus, the organisation is making sure that they are
able to operate while taking all the precautionary measures so that travellers are safe when
coming in contact with the drivers. One of the major political factors that include the government
actions or approaches that can influence the economy, which eventually will impact the way
organizations operate regardless of the industry they belong to. This includes political stability,
government policies, public investments, tax policies, local infrastructure, and national as well as
international trade agreements. factor that create influence on the organisation was customers.
Apart from that there are various technological, economical as well as market factors that
impacts the quality system of organisation.
Application of appropriate critical understanding of quality process
The customer service in AndiCars, plays major role to ensure good quality process to
enhance customer experience. Organisation evaluates various factors and implement quality
process in organisation for the purpose of deliver quality services to customers and enhancing
overall experience (Bashir, Papamichail, and Malik, 2017). The quality management process
facilitates organisation to enhance overall effectiveness and efficiency of organisation to attain
defined goals and objectives. The quality management process provide direction to the
employees by proper coaching, compensation, performance review. This will support various
interconnected goals and objectives of organisation which satisfy high customer satisfaction to
update sales growth of company. In general, AndiCars Quality management process regarding
customer services is given bellow-