CRM System and Customer Satisfaction

This study explores the relationship between CRM system and customer satisfaction. It focuses on how implementing CRM can benefit Aldi in solving customer complaints and improving customer satisfaction. The project objectives include examining the impact of CRM on customer satisfaction and retention. The methodology involves collecting qualitative data from various sources. The subject is CRM system and customer satisfaction, and the document type is a research study.

Knowledge Exchange Project

Contents
INTRODUCTION...........................................................................................................................1
Business case...............................................................................................................................1
LITERATURE REVIEW................................................................................................................2
Theme 1: CRM system improve customer satisfaction...............................................................2
PROJECT OBJECTIVES................................................................................................................5
PROJECT METHODOLOGY........................................................................................................5
PROJECT PLANNING AND RESOURCING 950........................................................................7
PROJECT RESULTS AND FINDINGS.......................................................................................12
REFLECTION...............................................................................................................................22
REFERENCES..............................................................................................................................24
APPENDIX....................................................................................................................................25

INTRODUCTION
Overview of issue
In present times, it has been found that there is decline in customer satisfaction of Aldi.
Also, sales and profit of company is reduced as customer complaints are not being solved.
Besides that, it has been identified that there is rise in complaints of customer regarding poor
quality of products, delay in delivery of products, poor service quality, etc. (Sigala, 2018).
Moreover, customers are also complaining about customer care staff that their issues or problems
are not being solved. Hence, they are not satisfied with after sales services being provided to
sales but also in maintaining strong relation with customers. With that it focusses on retaining of
customers for long time. Thus, project objective is to maintain customer relation by solving their
complaints and fulfilling needs.
Business case
The business case is that CRM will benefit in many ways to Aldi. It is necessary to install
CRM to enhance customer satisfaction. For that CRM is installed. The project will be useful in
solving all queries and issues faced by customers. It gives real time data about customer needs so
on basis of that it is fulfilled (Santouridis, and Veraki, 2017). Then, accordingly profile of
customers is prepared and they are targeted on basis of it. However, there are certain risk as well
which can occur in implementation of CRM system. First is project may get fail due to lack of
funds. It might happen that organization is not having sufficient funds. Along with it, major risk
is technical failure. In CRM there might be error or defect in software or application installed in
it. Hence, CRM may not work in effective way by which customer services are not provided
properly. Also, it may result in poor quality of services. Alongside, Aldi may not be able to
manage and handle CRM.
Project cost benefit analysis
In all project it is required to do cost benefit analysis as it is process through which
decision, methods, system, etc. are analysed. With that it enables in determining value for
intangible. It is built on finding out benefit of taking an action and costs. Hence, at last it will be
determined whether project is feasible or not for Aldi. Here, it has been found that implementing
of CRM system will be feasible as cost of retaining of customers will reduce. Moreover, the
CRM system is valuable as there is minimum consequence of it (Guha, Harrigan, and Soutar,
1

2018). In addition, there are several benefit of system. It will enhance customer satisfaction and
provide high quality customer services. The cost requires to maintain data of customer will
decrease. Project will reduce marketing cost as customer are easily retained through it.
LITERATURE REVIEW
Theme 1: CRM system improve customer satisfaction
As elucidated by Anshari, and et.al., (2019) CRM consist of various features which helps in
maintaining relationship with customers. Basically, organisation implement this system to build
relation and retain customer for long term. By that they are able to gain competitive advantage in
market. Alongside, customer issues are solved easily from it. Besides, system gather data and
info of customer interest, taste, preference, etc. by which it becomes easy to provide products
and services to them. This is useful in improving customer satisfaction and retention. It focus on
enhancing customer experience. Apart from it, CRM help in keeping in them. Due to it, company
is not able to retain them. There is decrease in customer base as well. Furthermore, it has led to
creating negative impact on Aldi brand image and reputation in market as customer are
complaining about poor quality of services. Thus, it has highly impacted in negative way on
organization image. Besides, it is found that the data and info is not being managed in effective
way by employees of Aldi. Alongside, data is not stored in segregated and proper way due to
which customer needs are not fulfilled. Thus, these are issues that is being faced by Aldi. Aldi is
a retail super market chain that operate at global level in 20 countries. It was founded by Karl
and Theo in 1946. It’s headquarter is in Essen, Germany. Usually, they provide various grocery
and household products. This is a private firm and there are over 11, 235 stores of company in
different countries such as UK, US, Germany, etc.
Thus, it requires an effective CRM system to be implemented to solve all issues. This
will enable in storing of customer data and info in proper way. Also, firm will remain engage
with its customers. In this way they remain loyal and satisfied.
Project background and business case
In order to solve issue of rise in customer complaints and solve them a project has been
undertaken by Aldi (Talón-Ballestero, and et.al., 2018). The project is to design and implement a
centralized CRM system. The system will store data of customers in segregated manner.
Moreover, it will help in solving customer complaints easily by determining their needs. Also, a
strong relationship will be built through CRM. So, overall sales process will streamline that
2

result in improving quality of customer service as well as quality. Here, a strategy is developed
that focus on managing customer’s info and relationship. With that profitability of firm will
enhance as well. The project will not only help in increasing
touch with customers. This results in converting customers to loyal one. The info included in
it is of wide range. For example- past history, preference, purchase, address, name, etc. hence,
segmentation is done to target audience on basis of their needs. Other than this, right message is
send to right people. It gives insight about opinion, views, of customer by which it is easy to
keep them happy. Hence, personal relationship is developed through which their needs are
fulfilled. Thus, their needs are easily fulfilled by providing right product.
In accordance with Chatterjee, Ghosh and Chaudhuri, (2020) customer relationship
management software assists company in manage their interaction with current and potential
customers. It assists organisation in becoming more efficient. By installing this system Aldi can
be able to retain consumers and also they will be able to analyse their needs as well as demands.
This system can assist organisation in enhancing consumer satisfaction. It helps in driving sales
growth and profit. The consumer experience can be enhanced and also it can assist in building
future of company. It has been analysed that if the CRM system assists in enhancing consumer
experience by providing them with what they want. It has also been analysed that CRM system
can assist Aldi in maintaining effective relationship with consumers. By this firm can be able to
grow and also by this they will be able to achieve set target as well as objectives.
In the opinion of Pohludka and Štverková, (2019) It can be used for enhancing relationship
with clients. The company will be able to store consumer’s data and by this they will be able to
grow. They can be able to increase consumer engagement. It has been analysed that CRM can
benefit the business in number of ways. In this the organisation can be able to send automated
emails to their consumers. This will assist Aldi in increasing their brand value as well as image.
They can be able to reposition brand because of this. It has also been evaluated that CRM can
assist organisation in enhancing their profit as well as revenue. This will assist them in enhancing
satisfaction level of consumers. Company will be able to retain workers. It has also been
analysed that by making use of Customer relationship management system, Aldi will be able to
attract consumers as these will be able to know about needs and demands of consumers. It has
also been analysed that CRM assists form in making better and effective communication. This
3

can assist them in making better relationship which is really necessary for growth of company. It
can also support in increasing productivity as well as operational efficiency.
As stated by FreeCell, Hedman and Carlsson, (2017) CRM can assist in making decision.
Aldi can be able to make fast decisions by making use of the CRM system. Firm can be able to
grow and achieve their set target and objectives. Sending messages that are personalized will
help build a connection with the customers and add to their positive experience with your
company. It will assist in keep the experience of person updated. It has also been analysed that
this can assist organisation in growing. Brand reputation and consumer loyalty can be created by
making use of this CRM software. It can assist firm in growing and also because of this firm will
be able to achieve objectives. The system will store data of customers in segregated manner.
Moreover, it will help in solving customer complaints easily by determining their needs. Also, a
strong relationship will be built through CRM. It has been analysed that organisation capacity
can be increased by making use of this software system.
But as ( critiqued by CRM always does not help in effective decision making. This is
because customer needs vary with trends. Thus, products are not designed accordingly. Besides,
it require huge funds to maintain CRM system. So, lack of resources may affect on efficiency of
CRM. Moreover, regular updating of CRM can led to failure. The data and info may not be
secured. In addition, for using advance technology it require to hire experience HR. this results in
rise in cost. There is need to provide effective training as well to HR to operate and handle CRM.
It can assist them in making decision. It is necessary to install CRM to enhance customer
satisfaction. The software is useful in solving queries of the customers. By making use of this
software company will be able to store their consumer data. Thus, assisting them in designing the
products and services according to it. Installation of this software is really necessary for
consumer satisfaction. Aldi will be able to increase their profit as well as revenue. CRM system
assists in finding potential new customers. It also allows company in analysing their needs and
demands. This assists in making better connections with consumers which is necessary. It has
also been analysed that needs and Reponses of consumers are attached with their expectation.
The poor service of organisation can be enhanced because of making use of this system. It can
assist in increasing profit as well as revenue. It can also assist in achieving set target as well as
objectives. The operational efficiency of firm can be increased because of this. The growth of
organisation can be increased (Girchenko, Ovsiannikova and Girchenko, 2017). Consumer
4

satisfaction through CRM can enhance focus of the company. They will be able to grow and also
because of this they can be able to achieve set target as well as objectives. The growth of firm is
really necessary. CRM assists in making sure that consumer feedback is managed so that they
can be able to achieve set target as well as objectives. This can assist in growing and achieving
objectives. The CRM include details about customer. By that companies segregate target
audience and develop strategy. Moreover, product designing and packaging is changed as well.
PROJECT OBJECTIVES
Research hypothesis- Is there relationship between CRM system and customer satisfaction
Project Rationale - This project will help in finding out how CRM system can be implemented
by Aldi and how it will benefit in solving complaints. Besides that, it will show how CRM
improve customer satisfaction and help in retaining them.
PROJECT METHODOLOGY
Data collection - Data has been collected in an appropriate way so that accurate results are
obtained. The researcher has gathered precise data and information from various available
resources. Data collection is a process in which information is used from other related sources to
search answers of problems and examine the results. It can be divided into two parts: primary
and secondary data. Primary data collection includes two sub parts i.e. quantitative and
qualitative research methods. Quantitative methods are mainly supported by formats or
mathematical calculations. It includes questionnaire, interviews, surveys, focus groups, etc. In
interviews, direct questioning is there from the interviewer to the respondent. In focus groups, a
group of people is targeted whose issues are concerned. Questionnaire is widely used by
researchers for data collection. For present project qualitative data has been gathered. It is
interpreted through articles, magazines, journals, etc.
Research philosophy - This is the first element described by researcher. It gives an overview
about overall researcher is been done. It becomes easy for researcher to proceed further after
selecting philosophy. There are several types of researcher philosophies which can be used that
are pragmatism, positivism, realism or interpretivism. It mainly deals with development of
knowledge, nature and with its source. In other words, it is about the information that is gathered,
examined and used in systematic way. Pragmatism research by taking only one point of view and
gives results in multiple realities. It considers only research question as its determinant. Realism
is based on assumption of scientific approach. In interpretivism two approaches are grouped
5

together. It highly focuses on issues related to topic. In current project interpretivism philosophy
will be followed.
Sample - By identifying the data collection method, next step done is data sampling. In this,
researcher divides population into different categories based on certain factors such as age,
gender, etc. This helps in targeting the right people and then collecting data. Sampling is done to
filter population for gathering data. This can be done by using two techniques that is probability
and non-probability. Probability is further divided in many techniques such as stratified, simple,
cluster, etc. and in non-probability, there comes multistage, purposive, etc. for current project
simple random sampling will be used. The sample size will be 20 employees of Aldi.
Timescale- It is necessary to prepare a timescale so that overall duration of project is determine.
It is useful n project completion in effective way.
Activity 1
week
2
week
3
week
4
week
5
week
6
week
7
week
8
week
9
week
10
week
Project
topic
Literature
review
Project
planning
Determine
project
resources
Preparing
budget
Assigning
roles
Execution
of project
6

Testing of
CRM
software
Monitoring
of CRM
Project
completion
Limitations - There are certain limitations as well of this study. Here, first is survey is done only
of limited population. So, generalisation capacity will be limited in it. Another limitation is that
there is no specific technique used in interpreting data. So, the outcomes attained are not
effective. It may impact on overall project of CRM. This may directly impact on findings of
research
PROJECT PLANNING AND RESOURCING 950
RACI chart
7

Ghantt chart
Task Name Duration Start Finish
Define project scope 5 days Wed 1/27/21 Tue 2/2/21
Assign roles 7 days Wed 2/3/21 Thu 2/11/21
Design software
infrastructure 15 days Fri 2/12/21 Thu 3/4/21
Develop software 30 days Fri 3/5/21 Thu 4/15/21
Planning of project 10 days Fri 4/16/21 Thu 4/29/21
Testing of system 8 days Fri 4/30/21 Tue 5/11/21
Solving errors 7 days Wed 5/12/21 Thu 5/20/21
Installing of CRM 12 days Fri 5/21/21 Mon 6/7/21
Completion of project 2 days Tue 6/8/21 Wed 6/9/21
8

Communication management plan
Stakeholder Engagement action Owner Channel of
communication
Frequency
Mitchell Manage closely Project
manager
E mail Daily basis
Bill bailey Keep informed stakeholder Memos Weekly basis
Dave chapel Monitoring Team member Meeting Monthly basis
Lisa Shlesinger Keep satisfied Supplier E mail Monthly basis
Risk management plan
Risk
description
Impact
description
Impact level
(Between 1-5)
1 being low, 5
being high
Probability
level (Between
1-5)1 being
low, 5 being
high
Mitigation Owner
9

Delay in
project
The impact
can be it
increase in the
budget of
project.
3 4 The action
plan for this
could be
effective time
management.
Task needs to
be aligned
with time.
Project
manager
non
availability of
suppliers of
equipment
Impact of this
will leads to
not proper
management
of event in
fruitful
manner, hence
will create a
situation of
confusion to
host the event
3 3 There will be
more than 2- 3
supplier
selected for it.
Volunteers
Risk can be
related with
conflicts
among the
team members
The impact
can be huge as
activities and
task can be
misaligned
and there will
be lack of
resources for
conducting the
activities
4 2 It will be
ensured that
team work is
done in
effective way.
Thus,
continuous
feedback is
taken from
them.
Project
manager
10

Financial plan
Particular Budget
HR $7500
Tools and equipment $2000
Raw materials $3000
IT infrastructure $10000
Total $22500
Roles and responsibilities- In this project there are many people who are involved in it. They all
are having varied roles and responsibilities. It is defined as
Project manager- He is responsible for managing of entire project and activities. Also, manager
assign roles to other team members and communicate with stakeholders. Besides, manager take
decision and develop strategy of project.
Team member- their role is to perform tasks of project and finish it. Moreover, they report it to
manager regarding any issue or project progress in it.
Supplier- their role is to provide high quality equipment for project. They are responsible for
maintaining quality of raw materials.
HR- the role of HR is to hire desired staff for completion of project. They are responsible for
providing training to them as well.
Stakeholder- they are responsible for ensuring the project progress is maintained and goals are
attained. Furthermore, they provide resources and funds for project.
Quality expert- their role is to maintain overall quality of CRM system to be implemented. For
that they set certain criteria and standards by which system is measured.
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Developer – their role is to develop and design CRM software to be installed. Hence, they find
out requirement for it and then design software
IT expert- they are responsible for testing of software and finding out errors in it. Then, they
solve those errors in software and install it.
Equipment- There are many types of equipment that is needed in CRM project. Here, it also
require to find out supplier from whom equipment is purchased. Thus, here there are 2-3
suppliers with whom equipment is bought. The lead time will be 10 days.
Material- Along with supplier, there are some material required as well. In this material are
hardware and software requirements such as computer system, server, network cables, and many
others.
PROJECT RESULTS AND FINDINGS
Theme 1 Aldi maintain data and records of customer in effective way
Q-1 Is Aldi able to maintain data and records of customer in
effective way?
Frequency
Yes 8
No 12
Total 20
12

Interpretation – A study was done in Aldi to implement a CRM system project in it. For that
primary data was gathered from 20 employees. Thus, by analysing data it can be stated that 8
said yes, company is able to maintain data and record of customers. Whereas 12 said no. It can
be found that Aldi is not having a centralised CRM system. The data and info of customer is not
stored and maintained in proper way. Due to that it right product is not being offered to them.
Also, there is no strong relationship maintained with customer. It has led to decrease in their
satisfaction level.
Theme 2 number of complaints customer do
Q-2 What are number of complaints which customer do? Frequency
Delay in services 5
Not solving of issues 4
Poor communication 2
Inappropriate product delivered 9
Total 20
13

Interpretation – In order to test hypothesis a research was done in Aldi. The CRM system
project was undertaken. So, questionnaire method was used to gather data from 20 participants.
Hence, it is analysed that 5 staff said delay in service is complaint of customer, 4 said not solving
of issues, 2 said poor communication and 9 inappropriate product delivered. Therefore, Aldi
deliver product which is not as per customer order. Besides, the issues are not solved timely by
which they are not retained. Apart from it, customer needs are not identified in effective way.
Therefore, there is rise in number of complaints as well.
Theme 3 customer satisfaction gained through CRM
Q-3 Do you think that customer satisfaction can be gained
through CRM?
Frequency
Strongly agree 9
Agree 6
Neutral 1
Disagree 2
Strongly disagree 2
Total 20
14

Interpretation – The scholar took a project of CRM system to be installed in Aldi. Thus,
primary data was collected through questionnaire from 20 staff. Here, 9 strongly agreed that
CRM will help in gaining customer satisfaction, 6 agreed with it. But 2 disagreed and 2 strongly
disagreed with it. so, it is analysed CRM help in building strong relation with customers. It
consist of data regarding customer preference, purchase, needs, etc. by which product is provided
to them. Moreover, issues are easily solved with it as real time data is obtained from CRM
system. Hence, customer get satisfied if their needs are fulfilled in effective way.
Theme 4 Advantage CRM provide to Aldi
Q-4 What advantage can CRM provide to Aldi? Frequency
Gaining customer satisfaction 4
Retaining customer 2
Solving issues 1
Strong customer relation 3
All of above 10
15

Total 20
Interpretation – for testing of hypothesis a CRM system project was undertaken. Primary data
was gathered via questionnaire. It can be interpreted from table that 4 said CRM help in gaining
customer satisfaction, 2 said retaining, 1 said solving issues and 3 said strong customer relation.
Also, 10 said all of above. Hence, CRM will benefit in all aspect as it solve issues. Furthermore,
it contain info of customer purchase by which their needs are identified. In addition, by
continuous communication customer are given info about new product, etc. in this way their
satisfaction is gained.
Theme 5 CRM help in proper analysis and provide effective data and info
Q-5 Will CRM help in proper analysis and provide effective data
and info?
Frequency
Yes 13
No 7
Total 20
16

Interpretation – A study was done in Aldi to implement a CRM system project in it. For that
primary data was gathered from 20 employees. It is evaluated from graph that 13 said yes CRM
will help in proper analysis of data. But 7 said no for it. hence, it is analysed CRM store info
about many things. thus, from that it becomes easy to do analysis of purchase, needs, issues, etc.
by that it becomes easy to create profile of customer and find out target market. So, it helps in
making change in product, its features, etc.
Theme 6 CRM streamline process of maintaining customer relations
Q-6 CRM streamline process of maintaining customer relations? Frequency
Yes 15
No 5
Total 20
17

Interpretation- In order to test hypothesis a research was done in Aldi. The CRM system project
was undertaken. So, questionnaire method was used to gather data from 20 participants. By
interpreting table it is said that 15 respondent said yes that CRM help in streamlining process to
maintain customer relations. But 5 said no for it. hence, it can be stated that customer relation is
maintained as it store data and info. properly. Alongside, there services are delivered quickly as
system already know what customer need is. Besides, info is shared quickly through system.
Theme 7 CRM help in open communication and sharing of info
Q-7 Will CRM help in open communication and sharing of info
customer relationship are managed efficiently
Frequency
Strongly agree 9
Agree 6
Neutral 1
Disagree 2
Strongly disagree 2
Total 20
18

Interpretation- By interpreting table it can be analysed that out of 20 respondents 9 strongly
agreed and 6 agreed that CRM help in open communication and sharing of info to manage
customer relation in effective way. However, 2 disagreed and 2 strongly disagreed with it.
Therefore, CRM integrate all business functions by which all staff communicate with each other.
Besides, it allows different departments to share data and info so that it is analysed how customer
services is to be delivered. Moreover, CRM update real time data by analysing it and then issues
are identified. Also, there is free flow of communication in overall firm.
Theme 8 Aldi address issues identified through customer satisfaction by CRM
Q-6 Does Aldi will be able to address issues identified through
customer satisfaction by CRM?
Frequency
Yes 14
No 6
Total 20
19

Interpretation - for testing of hypothesis a CRM system project was undertaken. Primary data
was gathered of 30 participants. Here, it was evaluated that 14 said CRM can identified issues
easily of customers. 6 said no for it. The CRM store varied type of data of customers. Hence,
with that it becomes easy to solve issues easily. If issues are solved so customer satisfaction is
gained. The customer get satisfied as they feel happy. It results in retaining them for long term.
In this way all issues are identified. Also, communication is done quickly as real time data is
obtained from system in efficient way.
Theme 9 Aldi focus on customer satisfaction and retention rather than on acquiring new
ones to grow
Q-9 Aldi focuses on customer satisfaction and retention rather
than on acquiring new ones to grow?
Frequency
Strongly agree 11
Agree 5
Neutral 1
Disagree 2
Strongly disagree 1
Total 20
20

Interpretation – By interpreting data it is found that out of 20 people, 11 strongly agreed that
Aldi focus on customer satisfaction and retention rather than acquiring new ones. Also, 5 agreed
with it. However, 2 disagreed and 1 strongly disagree. Hence, it is stated that company try to
retain customer by maintaining strong relation with them. They identify their needs and provide
appropriate products. Moreover, it is easier for firm to retain them and gain competitive
advantage. With that it results in rise in sales and profits. By CRM firm retain customer in
effective way. It enable in creating a feeling of belongingness as their needs are easily fulfilled.
Impact on business
There will be a positive impact on business as CRM will contain data and info of
customer. By that company can easily solve their issues and developing strong relation with
them. Moreover, all data will be stored properly by which services are delivered in efficient way.
Thus, the cost of retaining customer will reduce. Furthermore, Aldi will be able to retain
customer easily. In addition, project will be useful in giving positive outcomes.
Sustainability plan
It is essential to prepare a plan for maintaining sustainability. This helps in maintaining of
CRM system and its functions. Furthermore, plan will have a long term impact on organisation
as data and info maintained can be used in analysing needs of customers in market and
21

developing new products. Thus, it will make it easy to retain them for long term and gain
competitive advantage. Hence, it require Aldi to hire experienced HR so that CRM system is
maintained. The software and application is regularly monitored and real time data is obtained.
REFLECTION
As this was my first project so I was not having any experience of doing it. By undertaking
this project it highly impacted on my skills set and employability in positive way. For this I took
help of my friends. So, first of all I did an effective planning that how to implement project.
From it I gained knowledge about project management and how planning is done. Besides that, I
learned a lot of things from project. I learned that how data is gathered and analysis is done.
Moreover, it helped me in enhancing my planning and researching skills. In addition, my
communication skill was also improved as I got to know about formal and verbal communication
methods. Here, in project I used e mail, prepare reports, etc. of project.
Also, I got to know about different data analysis techniques and how it helps in obtaining
relevant data. Therefore, my critical analysis thinking was improved. I analysed data in proper
way. Hence, my analysis skills was sharpened. Besides that, i learned different research methods
that is used in project. Furthermore, I did stakeholder analysis and prepare presentation of
project. Alongside, I prepared a schedule by which I was able to do project. So, I learned about
how to manage time and complete project. In future as well I can manage my time and do project
in effective way. It will benefit me in my personal growth as well. I got to know that how
hypothesis is developed and tested. So, I can analyse hypothesis and test easily. During project I
faced a lot of problems in it. This was difficult for me to deal with it. But I solved it in effective
way. I learned entire problem solving process and how to solve it. It has impacted on my skills in
positive way. Along with that, I did many things in it lie designing organisation structure,
assigning roles, WBS, ghantt chart, etc. hence, I learned varied things in it. Besides, I gained
knowledge of gathering data from articles, journals, etc. therefore, my analysis skills was
developed. This will be helpful for me to analyse data in effective way as a researcher. I can
easily conduct research and collect data with various techniques required.
Thus, this project will help me in future as I will be able to do more research on various
topics. Hence, I can easily do research. Furthermore, there are vast opportunity in research so I
can easily get job. It will also help me in future as I will be able to take effective decisions and
solve problems easily. In this way my growth will occur. In future I will be able to solve problem
22

easily by analysing situation. I can solve various types of problem by following process and
evaluating it.
23

REFERENCES
Books and Journals
Chatterjee, S., Ghosh, S.K. and Chaudhuri, R., 2020. Knowledge management in improving
business process: an interpretative framework for successful implementation of AI–
CRM–KM system in organizations. Business Process Management Journal.
Girchenko, T., Ovsiannikova, Y. and Girchenko, L., 2017. CRM system as a keystone of
successful business activity. Knowledge-Economy Society: Management in the Face of
Contemporary Challenges and Dilemmas, pp.251-261.
Pohludka, M. and Štverková, H., 2019. The best practice of CRM implementation for small-and
medium-sized enterprises. Administrative Sciences, 9(1), p.22.
Frygell, L., Hedman, J. and Carlsson, S., 2017, January. Implementing CRM system in a global
organization-national vs. organizational culture. In Proceedings of the 50th Hawaii
International Conference on System Sciences.
Sigala, M., 2018. Implementing social customer relationship management. International Journal
of Contemporary Hospitality Management.
Talón-Ballestero, P., and et.al., 2018. Using big data from customer relationship management
information systems to determine the client profile in the hotel sector. Tourism
Management, 68, pp.187-197.
Anshari, M., and et.al., 2019. Customer relationship management and big data enabled:
Personalization & customization of services. Applied Computing and Informatics, 15(2),
pp.94-101.
Santouridis, I. and Veraki, A., 2017. Customer relationship management and customer
satisfaction: the mediating role of relationship quality. Total Quality Management &
Business Excellence, 28(9-10), pp.1122-1133.
Guha, S., Harrigan, P. and Soutar, G., 2018. Linking social media to customer relationship
management (CRM): A qualitative study on SMEs. Journal of Small Business &
Entrepreneurship, 30(3), pp.193-214.
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APPENDIX
Questionnaire
Q-1 Is Aldi able to maintain data and records of customer in effective way?
Yes
No
Q-2 What are number of complaints which customer do?
Delay in services
Not solving of issues
Poor communication
Inappropriate product delivered
Q-3 Do you think that customer satisfaction can be gained through CRM?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Q-4 What advantage can CRM provide to Aldi?
Gaining customer satisfaction
Retaining customer
Solving issues
Strong customer relation
All of above
Q-5 Will CRM help in proper analysis and provide effective data and info?
Yes
No
25

Q-6 CRM streamline process of maintaining customer relations?
Yes
No
Q-7 Will CRM help in open communication and sharing of info customer relationship are
managed efficiently
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Q-8 Does Aldi will be able to address issues identified through customer satisfaction by CRM?
Yes
No
Q-9 Aldi focuses on customer satisfaction and retention rather than on acquiring new ones to
grow
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
26