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Customer Relations for Business - Assignment

   

Added on  2020-01-28

17 Pages6060 Words41 Views
CUSTOMERS RELATIONSMANAGEMENT

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................31.1 Explanation of key aspects of CRM......................................................................................31.2 Benefits of CRM....................................................................................................................51.3 Impact of quality systems on CRM.......................................................................................6TASK 2............................................................................................................................................72.1 Processes necessary to effective CRM..................................................................................72.2 Role of internal staff in achieving effective CRM.................................................................82.3 Role of external stakeholders in achieving effective CRM...................................................9TASK 3..........................................................................................................................................103.1 How loyalty scheme chosen gain information about customers.........................................103.2 How information gained informs marketing and customer service policy..........................11TASK 4..........................................................................................................................................124.1 Review of CRM in organization..........................................................................................124.2 Proposed improvement to CRM processes..........................................................................124.3 Improvement to role of staff in promoting customer relationship.......................................134.4 Plan for implementation of improvement............................................................................14CONCLUSION..............................................................................................................................14REFERENCES..............................................................................................................................16

INTRODUCTIONCustomer relationship management is all about development of healthy relationship withtarget market so that business can easily accomplish its desired aims and objectives (Egels-Zandén, Hulthén and Wulff, 2015). Further, main objective of every organization is to satisfyneed of its target market in efficient manner and due to this reason development of relationshipwith them is quite important. Retail industry is one of the most competitive industry within theeconomy. The consumer demands and satisfaction creates an indefinite impact on businessgrowth. To retain large number of customers loyalty schemes are being introduced with the helpof which it becomes easy for enterprise to strengthen its customer base (Reddi, 2014). Thepresent will be conducted on Tesco plc which operates in retail sector and is a well-establishedbusiness unit offering variety of products and services to its target market. This multi-brandsupermarket chain has become a market leader by effective analyzing consumer needs anddemands and developing service range as per the specific requirements. The report will discussabout the benefits of good customer relations for business along with various tools andtechniques that are used to apply it. Further, the report will be focused on describing the role ofworkers that help in gaining effective CRM in organizations. Besides this, the technique ofloyalty card used by Tesco will be discussed so that its effectiveness can be checked in business.Moreover, the processes that are applied by business to utilize the available information aboutcustomers is also highlighted in the report. Finally the some improvements have been suggestedwhich can make the aspect of CRM more useful has been focused. TASK 11.1 Explanation of key aspects of CRMCustomer relationship management is all about maintaining healthy relationship withtarget market so as to accomplish main goals and objectives of the organization (Wang and et.al,2013). The major aspect of CRM is to acquire and retain customer’s base effectively to managehigh loyalty in the market. Tesco has developed a significant aspect of understanding the needand requirement of its target market thus initiatives are taken by business to grab highsatisfaction level of customers (Argenti, 2015).The mentioned company has been a successfulbrand by identifying correctly the expectations of its consumers which are collected by adoptingdifferent tools of CRM. Moreover, due to rise in level of competition retail businesses are notable to develop healthy relationship with its target market and this sometimes leads to decline in3

overall efficiency of the organization. On the basis of above information is significant for Tescoto keep the focus on CRM strategies in well manner so as to be aligned with major objective ofadding more customers with firm (Aitken, T., 2012). The major elements of CRM adopted by TESCO includes: Customer serviceCRM supports in recognizing and distinguishing needs of different customers andproducts can be offered to them on the basis of requirement. For this, Tesco efficiently conductthe market survey which reveal wider information about current trends in market as well as isalso updated about client’s demand and choices. This feature of CRM is regarded to be mostsignificant for Tesco as it helps in easily satisfying need of large number of individuals. Apartfrom this, it becomes easy for Tesco to develop its product range as per request of customers inthe market (Wagner, 2013).Sales force automationTesco has analyzed that employees are the face of the firm. Sales department isconstantly looking for sales opportunities with existing and new customers. CRM thus alignsrequirement of workforce with customers’ needs and trends thus products and services aredelivered to them as per their expectations which direct leads to favorable results fororganization. Sales executives are engaged in different activities that are ultimately linked withserving customer. Hence, employees should be developed well so that they can contribute ineffective way to make better relations with consumers of company. Campaign management4

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