Managing customer relationship to increase customer retention

This project plan focuses on managing customer relationship to increase customer retention, with a study on Cadbury. It explores the concept of managing customer relationship, strategies for customer retention in Cadbury, and the use of secondary data.

Project plan

Table of Contents
Title of Project Plan:........................................................................................................................1
Overview of project idea:.................................................................................................................1
Project Aims and Objectives:...........................................................................................................1
Problem Statement:..........................................................................................................................1
Related literature along with secondary data...................................................................................2
Conclusion and assessment kind:.....................................................................................................2
References........................................................................................................................................4

Title of Project Plan:
Managing customer relationship to increase customer retention
1

Overview of project idea:
Managing customer relationship is an organisational strategy that is designed for the purpose of
increasing retention of customers and many more (Chen, Chiu and Chang, 2017). It assist
business to gain new customers as well as retaining current ones. For the project plan, selected
topic is “Managing Customer Relationship to increase Customer Retention. A study on
Cadbury.”
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.
 To ascertain strategies of managing customer relationships on retention of customers in
Cadbury.
Problem Statement:
Customers are key for all business. As there are key players performing tactics and strategies in
confectionery or other industry, retaining customers for longer period is becoming complex of
all business. It is essential for Cadbury to manage customer relationship for the purpose of
addressing the issue promptly.
Related literature along with secondary data
Literature review:
Theme 1: Concept of Managing Customer Relationship
In accordance to Lund (2021), managing customer relationship refers to combination of
practices, technologies as well as tactics which organisational managers opts for managing
together with analysing customer interactions throughout customer lifecycle. In Cadbury,
managing customer relationship is an approach with the help of which managers take a path for
improving customer satisfaction, business efficiency, sales and hence forth.
Theme 2: Strategies of managing customer relationship on retention of customers in Cadbury
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There are ample number of strategies to manage customer relationship in an organisation. In
relevance to Cadbury, managers uses following strategies to manage customer relationship in
order to enhance customer retention:
 Robust customer journey: Customer journey is termed to a story related to
understanding users, ways they behave in purchasing offerings and what could be done
for improving their trips (Kang and Kim, 2017). In Cadbury, one of strategy of
managing customer relationship is developing robust customer journey so that customer
do not feel alone. This strategy includes touch points that guides administrators to
produce and offer such products that results in meeting needs of all customers and
retaining them for longer durations.
 Personalisation: Organisational managers puts focus on personalisation for making
customers feeling more cared about and special (Palmatier, Kumar and Harmeling,
2017). In context to Cadbury, managers uses personalisation approach to improve
conversions and relationships with potential as well as prospective customers that
facilitates in retention.
Secondary Data:
For the project plan, researcher have used secondary data in which all information are gathered
through books, articles, information from government department and organisational website.
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Conclusion and assessment kind:
From the mentioned project plan, it is concluded that customers are major significant part of an
organisation. Managing customer relationship assist in knowing customers in better ways,
anticipation of needs and delivering their offerings that results in increasing customer retention.
Key strategies that are devising robust customer journey and personalisation helps in increasing
retention of customers effectively.
Assessment kind
Assessment kind of the project plan is a written report. Moreover, Gantt Chart is used by the
research for the purpose of gaining insights about start and end of all activities.
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References
Books and Journals:
Chen, K. K., Chiu, R. H. and Chang, C. T., 2017. Using beta regression to explore the
relationship between service attributes and likelihood of customer retention for the
container shipping industry. Transportation Research Part E: Logistics and
Transportation Review. 104. pp.1-16.
Kang, J. Y. M. and Kim, J., 2017. Online customer relationship marketing tactics through
social media and perceived customer retention orientation of the green retailer.
Journal of fashion marketing and management: an international journal.
Palmatier, R. W., Kumar, V. and Harmeling, C. M. eds., 2017. Customer engagement
marketing. Springer.
Online:
Lund. J., 2021. What is CRM? The definitive guide to CRM Success. [Online]. Available
through: <https://www.superoffice.com/blog/what-is-crm/>
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