Customer Relationship Management in Splash and Shukran Card

Running Head: CUSTOMER RELATIONSHIP MANAGEMENT
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GOOGLE
Customer relationship management

CUSTOMER RELATIONSHIP MANAGEMENT
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Contents
Introduction...........................................................................................................................................2
Rationale for the topic...........................................................................................................................2
CRM (Customer Relationship Management) in Splash and SHUKRAN CARD...................................2
Key Issues of CRM (customer relationship management).....................................................................4
LITERATURE
REVIEW............................................................................................................4
Research Methodology..........................................................................................................................5
Framework to collect Quantitative data.................................................................................................6
Source of Secondary data......................................................................................................................6
Use of the Secondary data.................................................................................................................6
SWOT analysis of Splash......................................................................................................................7
Research areas related to CRM..............................................................................................................8
Conclusion.............................................................................................................................................8
References.............................................................................................................................................9

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Introduction
The report brings about the discussion on the topic “Customer relationship management’ in
context to the company Splash and the reward point as “ShukranCard”. Customer
relationship management (CRM) refers to an approach to manage the interaction with the
current and other potential customers. The report will discuss about the CRM approach in the
organisation “Splash” headquartered in United Arab Emirates (U.A.E). The company is a part
of the landmark group, founded in the year 1993 deals in clothing, i.e. fashion apparels for
both men and women (McCormick et al., 2014). The company has been dealing successfully
in the retail fashion business and able to attract large number of customers around the world.
Thus, report in the later part will list the key issues in the topic, CRM and describe the use of
research methodology especially agile and waterfall.
Rationale for the topic
Customer Relationship management (CRM) is an integrated approach that manages the
interaction and relationship of an organisation with the customers for their successful growth
in the long-run. It is beneficial to both the customers and the company, and this is the reason
or rational behind choosing CRM as the topic for conducting research. It helps customers to
know the real growth and success of the business and their effectiveness in managing their
relations with their customers (Jacobs, Chase and Lummus, 2014). Thus, conducting research
in context to CRM is effective to acquire knowledge about the relevance and importance of
the topic. CRM is beneficial for research rather SCM, as studying or carrying out research in
SCM (supply chain management) will describe about the company’s relations with the
vendors, whereas CRM focuses on the customers. The customer relationship management
personnel’s in the companies are responsible to respond and resolve to their customer’s
queries quickly. Thus, these are some of the listed reasons due to which CRM was selected as
the topic, rather than SCM for research in this report.
CRM (Customer Relationship Management) in Splash and SHUKRAN CARD
Splash is a part of the Landmark group UAE operates as one of the biggest retail
conglomerates based in Dubai, UAE. The company has been emerged and grown to over 150
stores and 50 brand stores across 14 different countries. The company has been recognised as
the trend setter in the region, and offers an extensive prime collection of clothing for men,

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women, and the teens. In addition, the company has been identified as one of the best place to
work for in the UAE.
CRM in splash has been well operated, and monitored as the retail business has been
effective in storing customer and prospect data, and tracks customer interactions effectively.
As discussing about the approach of CRM, it is referred to a CRM tool, which helped Splash
in managing contact, sales management activities, workflow processes, productivity, and
other such processes. Thus, CRM software or the tool helps the fashion retail business to
manage and improve their interactions with their customers, and access to the customer data
and business information (Castaldo and Grosso, 2016).
The companies like Splash as one of the biggest apparel retailers are involved in extensive
advertising of their products to enhance the interest and interaction with their customers.
Advertisements helps the company to increase customer loyalty towards their products and
other offerings, as the clothing retailers always aim at retaining their current as well as future
customers in the long-term. The aspects of customer orientation, relationship marketing, and
database marketing form the crux of the CRM in Splash (Kaul, 2017).
SHUKRAN CARD is used as one of the CRM tool in the fashion retail, Splash as a reward
point in their organisation. It is an exciting reward programme used by the fashion retail,
Splash as a way to thank their customers and it can be used at any outlet to earn or redeem
any reward points against the expenditure. Shukran is the landmark group’s award-winning
loyalty programme, especially found in the Middle East, which has been designed to offer
better rewarding shopping experience at Splash (Costa et al., 2017).
Members or customers earn valuable Shukrans on the purchase made by them and they utilize
the card on the instant savings on every product offered by the company, such as accessories,
footwear, clothing, furnishings, electronics, restaurants, and others. Thus, analysing the tool
of CRM established in the fashion retail it has been observed that customer’s provided
positive response or feedback and stated that Shukran provides real rewards for the money
invested in the products (Kerbache, Amann and Burquel, 2017)
Thus, the above description has stated that the company is able to establish and nurture sound
relationships with their customers in the market, which indicated about effective Customer
relationship management practices in the company leading to higher success.