Role of Data in Enhancing Customer Relationship in Sales and Marketing

This report discusses the role of data in enhancing customer relationship and service excellence in sales and marketing. It explores the use of current technologies, such as internet and social media, in improving customer satisfaction. The report also highlights the importance of collecting and analyzing customer data to meet their expectations and provide excellent service. The case study focuses on Tesco, a British company, and provides recommendations for innovation in product and service design.

Sales and Marketing
Report

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Evaluate the role of data in enhancing the relationship with marketing for managing customer
expectations and service excellence.............................................................................................1
TASK 2............................................................................................................................................4
Assess the concepts of segmentation, targeting and positioning specific to a product and
services.........................................................................................................................................4
TASK 3............................................................................................................................................6
Create a rationale for innovation in product and service design in meeting the requirements of
customers in line with organisational strategy.............................................................................6
TASK 4............................................................................................................................................8
Develop viable solutions to meet the needs of customers with particular target group and
review the effectiveness...............................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Sales refers to the providing of various types of goods to the customers in return of
money. Marketing refers to a process in which the companies can target their potential customers
through the application of appropriate strategies and techniques in the right manner to achieve
the various types of goals and objectives. Both of them are quite crucial for any organization so
that it is able to enhance its overall level of profitability in a highly effective manner and attain
sustainable level of success in the market (Baker and et.al., 2016). Thus the firms are required to
make sure that they are able to develop a proper approach for them. For this report, Tesco has
been chosen. It is a British Company which provides different types of products and services to
its various customers in the market. In this assignment, focus will be made on evaluation of the
role of current technologies, evaluation of current segmentation strategy, analysis of potential
target group. Additionally, recommendations on the change of product or service strategy of the
organization will be discussed as a part of this project.
TASK 1
Evaluate the role of data in enhancing the relationship with marketing for managing customer
expectations and service excellence
Relationship marketing refers to a campaign which can be initiated by the marketing
department of different organizations so that they are able to form good relations with the
various types of customers (Chong, Bian and Zhang, 2016). The focus of this type of marketing
is more on customer retention and customers satisfaction rather than sales transactions. In Tesco,
the focus is made on it so that it can make good relations with its customers which will help it a
lot in the future.
Role of current technologies in improving relationship marketing:
There is a role which is played by the current technologies so that relationship marketing
can be improved. Its explanation in the context of Tesco is provided as follows- Internet: The use of Internet is made very widely by the organizations to effectively
connect with the various types of customers in the market. Through the use of Internet,
Tesco's managers can effectively obtain the opinions of the customers as well as they can
also get their complaints regarding the products and services of the company. Therefore,
in this way the management of company is able to ensure that it can effectively apply
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appropriate methods and techniques to resolve these complaints. This will not only help
in ensuring better relationship with the customers but can also lead towards better
satisfaction for them. Social Media: In social media, technology plays an important role in terms of making
people inform and connecting them to provide prominent information to various
individuals. In terms of improving and offering effective marketing, social media plays
an important role which is useful terms of increasing the sales and profitability of Tesco.
As in present times, most of the people are using social media platforms like Facebook,
Twitter, Instagram and so on which is effective for respective company in terms of
attracting large number of customers towards the company (Echchakoui, 2017). Social
media is also undertaken as the sustainable and reliable marketing method which is useful
in terms of developing image and reputation of company and also helps in developing
healthy relations with marketing unit. Search Engine Marketing: It undertake both paid search advertisements including,
Google ads, search engine optimisation and so on in terms of getting effective organic
search that list on the website content (Rahayu, Nurhaeni and Pangestu, 2017). For this,
the buyers and customers of company tends to allow the other retailer to use their
personal details and information. In terms of Tesco, their marketers use search as the part
of their job and need to organise prominent search by identifying the needs and
requirements of people and their preferences. It is also effective as it tends to note the
exact time period that when people need their product and at this duration, company start
sending pop up ads which is useful for them in purchasing new and effective products.
How the collected data is useful in improving the customer expectations and services
excellence
Many organisations need to spend lot of money for effective marketing in each and every
year and it is done by using various sources like research, survey, questionnaire and so on which
is useful in collecting prominent data that helps in fulfilling the needs of customers. All the
gathered information is effective for marketers in terms of providing better customer experience
and also tends to fulfil the prominent expectations of consumers. In terms of Tesco, they need to
collect and store effective data regarding the usage of their customers which is useful in terms of
enhancing and improving their business. It is performed by the marketers and customer analytics
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as this information tends to undertake the information regarding the product and directly interact
with brand. For this, data is effective regarding the understanding of customer for the user
experience of effective product and services. In terms of this, there are various ways to improve
customer expectations and service excellence which is used by Tesco: Seek customer feedback: For Tesco, it is important to take customer feedback as it tends
to understand their prominent needs and experiences. It is effective and needed to make
sure that company need to offer their customers various ways in terms of sharing their
feedback such as with the help of telephone, feedback form, email and so on. For this,
surveys are developed as the complaint system and also tends to enable their customers in
terms of raising their problems (Olsen, Wagner and Thack, 2016). Contacting with
potential customers to collect feedback is also important as it tends to make customers
feel valuable and willing to resolve their issues. Therefore, it is useful in developing trust
and also prevent them from sharing negative comments on social media. Develop effective customer service team: Enhancement of customer service begins with
developing strong customer service team in terms of effective performance and for this, it
is important to conduct training sessions to improve their skills. For this, customer
service unit need to deal with various types of customers as some of them are annoyed
and confused as others have lot of questions. For this, the role of customer support
representative of Tesco is to deal with customers professionally and patiently. Along with
this, the customer representatives of Tesco must have excellent communication and
interpersonal skill as by this, marketers are able to convey their customers in positive and
effective manner in terms of satisfying them.
 Use CRM platforms: Various organisations face effective struggle in terms of developing
effective coordination and cooperation with several teams in terms of offering customer
satisfaction (Guesalaga, 2016). In regard of this, they also tends to provide effective ways
and strategies to overcome issues which is useful in streamlining the workforce of Tesco
to use CRM platforms effectively. As these systems are helpful and important for the
high customer service standards. It is beneficial for Tesco, in terms of offering prominent
and useful vision to their customers which is useful in terms of understanding the
requirements and offer personalised experience to each and every customer.
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TASK 2
Assess the concepts of segmentation, targeting and positioning specific to a product and services
Market segment is the group and collection of individuals including organisations who
tends to share the same and effective interests, traits and features. For this, the consumer
segments have the same requirements, wants and expectations. Segmentation of market is
effective and also an actual process in terms of identifying the prominent area of market and
process to divide the broad customer base into various groups of customers. It is undertaken as
the consumer oriented procedure and also applied to any kind of market.
For this, STP is considered which is the digital marketing method and also more tactical
for the communication level. In regard of this, Tesco can apply marketing personas which is
useful in developing more effective and relevant digital communication ways which is the
alternative for the tactical customer segmentation approaches. For this, it tends to offer effective
new options to target audiences and also tends to reserve effective budget. Moreover, with the
help of segmentation, organisation can identify the small market area with particular needs,
mature markets and also tends to find its customers in terms of delivering focused and effective
marketing messages. The prominent steps are as follows:
Segmentation: It is the market which is widely debated by the researchers and also
undertake at the time of classifying the market. It is the process of organising market into various
groups by which business can achieve competitive advantage and for this, the marketers of
Tesco, also need to undertake various characteristics such as Measurable, accessibility,
sustainability and actionable. It is undertaken as the analytic approach that tends to conduct more
research and also a data based approach which set effective standard for the information and
used to segment the market (Jokinen, 2020). This component tends to include various other
segments such as: Demographics: In this, the marketers of Tesco tends to classify their customers on the
basis of gender, age, income, education, martial status, size and effective type of
residence. For this, Tesco tends to target customers considering the income and age of
their customers. Psychographics: It tends to depicts the overall personality and emotions which is
depends on the prominent behaviour that is interlinked with the choice of purchase,
lifestyle, hobbies, attitudes and leadership traits. In this, marketers of Tesco tends to
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consider various ways in terms of collecting information which is helpful to develop
psychographic profile for their potential customers. For this, they tends to use interviews,
surveys and customer data by which marketers of Tesco tends to collect effective
information for to develop prominent product. Lifestyle: It depicts the effective hobbies, entertainment, vacations and pursuits of
customers. For this, Tesco tends to undertake customers on the basis of their hobbies as it
is large and well established and also easy to target customers. In regard of this, the
marketers of Tesco leads to target customers on the basis of their living standard and
classify products in terms of high, moderate and low. Beliefs and values: It tends to undertake the political factors, religious, nationalistic and
culture of country (Yao and et. al., 2019). In terms of this, marketers of Tesco need to
prominently examine the culture and religion of country that tends to influence effective
marketing and promotion of products by considering the cultural factors.
 Behaviour: It tends to undertake the prominent nature for effective purchase, brand
loyalty, benefits and other distribution channels that are used in terms of reaction towards
the marketing factors. In regard of Tesco, they tends to consider the behavioural features
of their potential customers and their reactions before developing and introducing
products in market.
Targeting: It is the effective procedure that prominently determine the selected market
area and plan for the advertising media by making effective use and segment appealing.
Traditional targeting practices tend to advertise with the help of other media sources and prints
as it is the effective way for the social media existence (Baker and et. al., 2016). For this,
behavioural targeting is the product that leads to change and also put emphasis on the effective
optimisation of online advertising and data collection in terms of sending message to the
potential segments. In terms of Tesco, they tends to target customers on the grounds of criteria
size as here, market should be large enough to justify segmentation as if market is small then
company produce products in small units. Along with this, Tesco tends to undertake prominent
differences that should be exist among prominent segments and also make anticipated profits
considering the additional cost for marketing plans and other concerning changes. In regard of
this, they also tends to focus on the various segments in terms of identifying the needs and
effective benefits (Safira Ghazali, 2020).
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Positioning: It is the last and final step as in this, Tesco put emphasis on the effective
views of their customers undertaking the products and services in terms of their competitors and
also essential in gaining the competitive edge in market. For this, the perception of customers is
effective and also put huge impact on the positioning of brand in market. In regard of this, it
tends to depict the competitive advantage for their immediate and effective competition. As it
tends to offer effective value rather than their competitors and also prominently communicate
with differentiation in an effective and prominent manner towards their consumers (Hanekom,
2019).
TASK 3
Create a rationale for innovation in product and service design in meeting the requirements of
customers in line with organisational strategy
Development of innovative products and service design tend to increase rapidly since last
decades and prominently enhance the current offerings and services in terms of creating
complete new product. It leads to create effective application for designing and thinking of
prominent methods in terms of prominent development of services including effective designing
of products. It also represent that Tesco make prominent innovation and development in their
offering and also tends to offer contact less services which is useful regarding the safety and
security of customers. In terms of this, effective marketing starts with well developed and
informed marketing strategy as it is useful in defining the effective vision, mission and business
objectives in terms of taking steps to accomplish prominent goals (Mollah, 2016).
For this, the developed and effective marketing strategy tends to impact the performance
and functioning of company in an effective manner in terms of running it for the entire business
and also planned to develop the overall performance of team. It also tends to depict the overall
business condition and also tends to explain the prominent profile to identify the marketing
tactics which company need to use. In terms of this, STP and social media is considered by
Tesco which is useful in attracting large number of customers and also make effective plans and
strategies to attract large number of customers (Mgiba, 2019). Effective marketing strategy is
useful in setting prominent direction and objectives for the market and then after develop
effective plans for it. In regard of this, Tesco can use prominent services in terms of improving
the new services that are developed and some of them are mentioned as under:
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 Customer centric: In this, innovation in service design depicts that company put
emphasis on understanding the requirements of customer needs and making service more
user friendly in terms of competitive which is quite relevant to their customers. In this,
the marketers of Tesco tends to put emphasis on better and effective customer experience
as it helps in increasing their sales and profitability. Holistic: In this, the prominent service design is depends on the effective assumption for
the whole company which is involved in the prominent process (Nguyen, 2019). It also
tends to put emphasis on the internal factors of company and the touchpoints which are
visible to their customers regarding the effective functioning and processing of
employees which is essential considering the prominent functioning of effective services.
 Interdisciplinary: In this, customers and employees tends to work collectively in terms of
developing interdisciplinary and heterogeneous team. For this, the effective teams which
are developed by Tesco are prominently involved by considering the experiments and
issues of new solutions.
For this, emotional customer experience tends to increase prominently and for this, the
expectations of customers tends to increase because of effective enhancement in possibilities in
terms of fast moving of products and services and their concerning cycles. In terms of Tesco, it is
useful in developing effective marketing strategy by identifying and overarching the business
goals that is useful in defining the prominent set of marketing objectives in terms of supporting
these standards (Favia and Welliver, 2019). In regard of this, the prominent business goals of
Tesco, tends to include increment in awareness regarding the products and services, selling more
products for the certain suppliers and reaching towards the new customer segment.
In terms of taking entry in market, effective research is important as it is the part of
marketing strategy and for this, marketers need to collect effective information regarding their
target market including the size, growth, social trends and demographics. So, it is important for
the marketers to keep an eye on their market and also tends to spread awareness for their
concerning changes and the strategy that need to remain targeted.
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TASK 4
Develop viable solutions to meet the needs of customers with particular target group and review
the effectiveness
Tesco is looking forward towards providing trendy T-shirts so that they can appeal to the
young customers in the market. This will ensure that the company is able to expand its customer
base effectively and efficiently in the right manner. For catering to the new target group's needs
and requirements the following suggestions can be made to the management of the company-
Conducting market research on the target market: Market research can be conducted on
the target market by the management so that they can get to know details about the customers.
The data which has been obtained from conducting the research can be analysed and interpreted
so that the conclusions and recommendations can be obtained from it in a highly effective
manner (Clements, 2016). These can be used so that the managers are able to target the
achievement of the desired goals and objectives. Therefore as Tesco plans to target young
customers with its trendy T-shirts it needs to make sure that it is able to conduct the market
research in the right manner so that more information related to the target market can be obtained
effectively and efficiently.
Focusing on the needs of target audience: There is a requirement for the organizations
to focus better on the needs of the target audience (Gunasekharan, Basha and Lakshmanna,
2016). This will help them in ensuring that they can cater to them in a much better way. The
marketing managers are required to identify and assess the needs of target audience and develop
strategies so that these needs can be effectively fulfilled. Tesco has to ensure that it is able to
focus on the needs which the young customers have so that the appropriate methods can be
applied to fulfil them in the right manner.
Ensuring face-to-face communication: With the use of face-to-face communication, the
firms are able to ensure that they can communicate better with the target group. Thus, Tesco's
managers are required to ensure that they can have face-to-face communication with the young
customers which will be quite helpful for them in ensuring that they can understand the various
types of needs and requirements of the customers in their target group. They can make use of
appropriate techniques and methods which will help them in connecting directly with their
customers without facing problems and issues.
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Trust and Credibility: The companies should try and build more trust and credibility
among the people. In this way they will be able to ensure that they are able to target their
customers much more effectively and efficiently. Therefore, there is a requirement from Tesco
that it is able to build trust and credibility among the young customers in a right manner so that
they can be targeted for the purpose of enhancement of profits. This can be done by making a
good image of the brand in front of them so that they can trust it and creating credibility by
offering them good services so that they are able to win the trust of the customers.
Creation of engaging and attention-grabbing message: The firms are required to create
a message which can appeal to a lot of people (Hu, Milner and Wu, 2016). For this purpose, the
management is required to use a creative and innovative approach. Thus, in Tesco the
management has to ensure that an engaging and attention-grabbing message can be framed so
that the young customers can be targeted in the right manner. This is so because the young
generation likes those messages which are catchy and attractive in nature. Thus as a part of the
marketing campaign, the organization's managers are required to create a right message which
can appeal to the various customers in the market and help the organization by enhancing its
sales.
Maximization of budget: Budget refers to receipts and payments over a certain period of
time. It is quite crucial so that the organizations are able to set a particular limit under which they
have to use their funds properly. In the context of Tesco, the requirement is to make sure that a
right budget is set so that the goods can be developed for increasing the reach within the target
group. Therefore, the budget has to be set in the right manner by the firm so that the marketing
campaign can be framed with the set goals and objectives to target the customers in the future.
Finding the right channel: Marketing channel is crucial for the organizations so that
they are able to expand the reach of their products and services among the customers. In Tesco,
the use of right channel is required to be made so that the company is able to target the young
customers effectively and efficiently. The channel which has the lowest cost and is the most
effective must be selected by the organization so that it is able to target the young customers.
Balancing frequency and reach: A right balance has to be created by the company
between frequency and reach so that it is able to reach the customers effectively and efficiently
(Huang and Wood, 2017). In the context of Tesco, it is required that its marketing department is
able to create a right balance between them so that the young customers can be targeted by the
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company. Thus the management of company has to create a right balance between them so that
young customers can be targeted effectively.
Change of message: The company can also change the message which is associated with
its products and services so that it is able to reframe its strategy to suit the needs and
requirements of the target market effectively and efficiently (Kheiry, 2019). In the context of
Tesco, the message can be changed so that the needs and requirements of the target market of
young customers can be met. The message can be framed in such a manner so that it is catchy
and attractive and thus is able to attract the attention of the customers towards the products and
services of the company. For targeting the young customers the company may need to look at the
message which can be highly effective in catching their attention.
Improvement of search rankings: The management of the firm may focus on improving
the search rankings so that it is highlighted among its target customers. In Tesco, the managers
can ensure that the search rankings are improved so that they are able to highlight their products
and services among the young customers so that they can help in the enhancement of revenues
and maximization of profits. For that the management of the company will be required to focus
on its digital marketing strategy so that it can improve the search rankings. This can be done by
the firm by investing in digital marketing budget.
CONCLUSION
By considering the above discussion, it is identified that marketing tends to inform and
attract prominent customers towards the company regarding the development and enhancement
of effective products and services. For this, sales tends to work directly considering the prospect
of effective value of company and also convert it into customers. In regard of this, marketers of
company plays an important role in terms of developing effective relationship and also tends to
manage the prominent expectations of customers and service excellence. Along with this, it also
leads to assess the effective concept of STP and also leads to depict the product and service
design in terms of meeting the needs and requirements of customers. Lastly, it tends to develop
effective solution to meet the prominent needs and requirements of customers and also review its
effectiveness.
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