Evaluation of Morrisons' Customer Relationship Management Process and Recommendation to Retain Customers via the 'Match & More' Card

Running head: RELATIONSHIP MARKETING
Relationship Marketing
[Morrisons]
Name of the student:
Name of the university:
Author note:

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Executive summary
The main purpose of this assignment is to evaluate the effectiveness of the “Match & More” card
offered at Morrisons. The card is being evaluated from different marketing and management
aspects. It is being found that the loyalty card offered at Morrisons lacks appealing to potential
consumers. Few recommendations have been delivered to incorporate these features with the
card to make it more appealing to both existing and new potential consumers. This paper has also
provided strategies to be able to effectively use the CRM and sales force automation and to make
constant adjustments to it. CRM and sales force automation help to improve customer
relationship marketing.

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Table of Contents
1. Introduction..................................................................................................................................4
Question One:..................................................................................................................................5
2. A connection between relationship marketing and customer relationship management.............5
3. Evaluation of Morrisons' customer relationship management process and recommendation to
retain customers via the "Match & More" card...............................................................................6
3.1 Customer portfolio analysis...................................................................................................6
3.2 Customer intimacy.................................................................................................................7
3.3 Network development............................................................................................................8
3.4 Value proposition...................................................................................................................8
3.5 Managing customer life cycle................................................................................................9
Question Two:...............................................................................................................................10
4. A connection between operational customer relationship marketing and sales force automation
.......................................................................................................................................................10
5. Application of sales force automation to enhance the loyalty programme offered at Morrisons
.......................................................................................................................................................11
5.1 Customer and Transaction management..............................................................................11
5.2 Leads management..............................................................................................................12
5.3 Productivity..........................................................................................................................12
5.4 Insight management.............................................................................................................13

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6. Conclusion.................................................................................................................................14
References......................................................................................................................................16