Managing Customer Relationship for Customer Retention in Cadbury

Negotiated Assessment

EXECUTIVE SUMMARY-
Managing customer relationship is an activity which is concern with maintaining long
term relationships with customers in order to retain them with organization for longer duration.
Customer courting management (CRM) allows companies to benefit an perception into the
behaviour in their clients and regulate their business operations to ensure that clients are served
in the nice feasible manner. In essence, CRM allows a business to realise the price of its clients
and to capitalise on improved client relations. The better recognize their clients, the greater
responsive they may be to their desires. There are a lot of strategies and software are used by
company in order to manage better relationship with customers. There is requirement to adopt
some effective strategies such as discount offers, reducing price, post sales services and more for
retaining customers for longer duration.
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Contents
EXECUTIVE SUMMARY-............................................................................................................1
BACKGROUND OF CHOSEN TOPIC.........................................................................................1
PROJECT AIMS AND OBJECTIVES...........................................................................................1
LITERATURE REVIEW................................................................................................................2
The concept of Managing Customer Relationship......................................................................2
Strategies of managing consumer relationship on retention of consumers in Cadbury..............4
DEMONSTRATION OF ISSUES THAT FOUND OUT IN THE AREA OF INTEREST
DURING PROJECT........................................................................................................................5
CONCLUSION................................................................................................................................5
RECOMMENDATIONS.................................................................................................................5
REFERENCES................................................................................................................................6
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BACKGROUND OF CHOSEN TOPIC
Managing customer relationships is essential to retention and patron loyalty. Customer
Relationship Managemen is a strategy for coping with all of their agency's relationships and
interactions together with their customers and capacity clients. It helps the company improve
their profitability. More generally, whilst human beings speak about CRM they're usually
referring to a CRM device, a tool which helps with touch management, income management,
workflow strategies, productiveness and more (Homburg, Ehm and Artz, 2015). Customer
Relationship Management permits you to recognition to your organisation’s relationships with
individual humans – whether or not those are clients, service customers, colleagues or suppliers.
CRM isn't always only for sales. Some of the most important gains in productivity can come
from transferring beyond CRM as sales and marketing device and embedding it in your business
from HR to customer services and deliver-chain control. In order to complete this project
Cadbury is taken in to consideration. It is British multinational confectionary company full
owned by Mondelez International since 2010. This venture was incorporated in 1824 and is
internationally headquartered in Uxbridge, West London and operates in more than 50 nations
globally (Donlan and Crowther, 2014). This project will consider information about background
of selected topic, project aim and objectives, literature review, demonstration of issues that found
out in the area of interest during project and recommendations.
PROJECT AIMS AND OBJECTIVES
Research Aim: “To analyse strategies of managing customer relationship on customer retention.
Study on Cadbury.”
Research Objectives:
● To study the concept of Managing Customer Relationship
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