Relationship Management: Case Study of Morrisons

Running head: RELATIONSHIP MANAGEMENT
RELATIONSHIP MANAGEMENT
CASE STUDY OF MORRISON
Name of the Student
Name of the University
Author note

1RELATIONSHIP MANAGEMENT
Table of Contents
1. Introduction:...........................................................................................................................2
2. Relationship marketing and Customer relationship management..........................................2
3. Evaluation of Morrison’s CRM.............................................................................................3
3.1 Portfolio analysis..................................................................................................................4
4. Proposed activities to retain Morrison’s customers...............................................................6
5. Operational CRM and Market automation.............................................................................8
6. Morrison’s Loyalty card.........................................................................................................9
7. Conclusion............................................................................................................................10
References:...............................................................................................................................12

2RELATIONSHIP MANAGEMENT
1. Introduction:
Relationship marketing is used by the various business organisations to achieve the
loyalty of the customers by direct interaction and also through the development of effective
relationships with the customers. It has been observed that through the method of direct
communication with the organisation a customer feels more familiar with the business
organisation and it enable them to share their expectations and views to get satisfactory
service. Therefore, in this report, the case study of Morrisons is going to be discussed to
identify the process that influenced the organisation to develop their customer retention
through relationship marketing practice. On the other hand, in the competitive environment of
the retail market the comparison between the strategies of existing giant companies and the
Morrisons will help to understand the effectiveness of relationship marketing process which
in a significantly creative manner helped them to achieve the aim of the business by
sustainable service and demand in the market.
2. Relationship marketing and Customer relationship management
Identification of the process of relationship management by an organisation helps
them to earn the loyalty of the customers for effective business practice. A number of leading
retail organisations in the market of UK uses this particular concept for eventually generating
competitive advantage. However, product quality and price cannot take responsibility entirely
to attract customers. In that context strategy implementation for customer retention helps to
increase the scope of increasing potential customers. Morrisons is a super market that is
serving the customers for over 100 years. This particular food seller of UK is now conducting
its business from 450 stores and the loyalty rate of customers allow them to beat the
competition with the leading supermarket chains such as Aldi, Tesco, Lidl etc. A variety of
marketing processes are applied by the organisation to earn the customer loyalty. However,
the implementation of relationship marketing through different aspects has helped the

3RELATIONSHIP MANAGEMENT
organisation to maintain their sustainability to promote the market environment that affected
the rate of revenue. In this report the process of relationship marketing is going to be
discussed along with the newly implemented “Much and More” loyalty program of
Morrisons to increase the trust of the customers towards the brand.
3. Evaluation of Morrison’s CRM
In order to perform relationship marketing the organisation Morrisons focused on the
customer satisfaction level. Customers feel satisfied to get freshness, quality, and reliable,
efficient and personal service for the ultimate outcome collection from the relationship
marketing plan. According to Khodakarami and Chan (2014) direct interaction with the
customers is also included in the practice to ensure the repetition of the customers. It has been
observed that Morrisons provides friendly and helpful assistance to the customers in their
store. The exchange of smile and interaction initiation point helps to make the customer
familiar with the store environment and behaviour to come back again. From the case study
of the company it has been identified that for the relationship marketing Morrisons followed
four effective factors such as specialist attention, information, convenience and after sales
service. In this context Gummesson (2014) mentioned that regular attention on the customer
needs and taking into consideration the different aspects of the customers has the potential to
develop a healthy relationship between an organisation and customers. During the time of
purchase special attention on the requirement of brand and quality of the products by a
customer helps an organisation to meet up their expectation.
Moreover, affordability of a branded product to the customers in their daily living is
also important to develop their image in front of the customers. On the other hand, Huang
(2015) stated that sharing information on a regular basis such as different offers and new
brands and available stocks and sales makes the customers remain connected with the
organisational practice to fulfil their purchasing necessity. The process of sharing information