Morrison’s Customer Relationship Marketing

MORRISON’S CUSTOMER RELATIONSHIP MARKETING 1
Morrison’s Customer Relationship Marketing
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MORRISON’S CUSTOMER RELATIONSHIP MARKETING 2
Table of Contents
1.0 Introduction................................................................................................................................3
2.0 Relationship marketing and Customer relationship management.............................................3
3.0 Evaluation of Morrison’s customer relationship management process.....................................4
3.1 Customer portfolio analysis...................................................................................................4
3.1.1 Recommendation:............................................................................................................5
3.2 Customer intimacy.................................................................................................................6
3.2.1 Segmentation...................................................................................................................6
3.2.2 Loyalty points..................................................................................................................6
3.2.3 Morrison Relationship Marketing.......................................................................................8
3.3 Network development............................................................................................................9
3.4 Value Proposition Development..........................................................................................10
3.5 Managing customer lifecycle...............................................................................................11
4.0 Operational customer relationship marketing and sales force automation..............................12
5.0 Application of sales force automation to enhance the loyalty programme (Mixed and Match
card)...............................................................................................................................................13
5.1 Contact management and customer personalization............................................................13
5.2 Customer Service management and customer intimacy......................................................13
5.3 Artificial intelligence Sales-Boost and product value creation............................................14
Conclusion.....................................................................................................................................15

MORRISON’S CUSTOMER RELATIONSHIP MARKETING 3
List of References..........................................................................................................................17

MORRISON’S CUSTOMER RELATIONSHIP MARKETING 4
1.0 Introduction
Different organizations engage in different marketing strategies that result in their
tremendous growth. Marketing strategies such relationship marketing always aims at long-term
interaction and engagement between customers and the business as exhibited by Morrisons
through having best-trained and motivated employees, provision of information, specialized
attention, after sakes services and products convenience has resulted into undoubted loyalty
(Belanche, Casaló & Guinalíu, 2013). The following paper thus aims at exploring the customer
relationship management at Morrison stores with focus customers portfolio, intimacy, network
development, value proposition, and customer relationship marketing operations.
2.0 Relationship marketing and Customer relationship management
Relationship marketing refers to a marketing strategy or sales techniques that aim at
creating a long-term relationship that is beneficial to the customers by providing exemplary
products and services. Customer’s engagement and relationship building have become the order
of the day in most of the successful business organizations such as American Airlines, Dell and
Ikea. Relationship marketing consists of five segments that are: influencer marketing, partner
marketing, employee advocacy, referral marketing, and affiliate marketing (Belanche, Casaló &
Guinalíu 2013). On the other hand, customer relationship management refers to the combination
of practices, technologies, and strategies by an organization to facilitate efficient data collection,
analysis, and management on customers’ behaviors, preferences, and attitudes to create a good
customer service relationship as well as customers’ retention (La &Yi 2015).