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E-Commerce in Customer Relationship Management: A Case Study of B&M Company
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Added on 2020-10-05
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Research Project EXECUTIVE SUMMARY1 Background of the study1 Introduction 1 Research Questions 2 Research Timeline3 Literature Review4 METHODOLOGY 7 RESULTS/FINDINGS 14 DISCUSSION 24 CONCLUSION 28 RECOMMENDATIONS 30 APPENDIX 1: 31 REFERENCES 34 36 EXECUTIVE SUMMARY Main purpose of preparing this project was to analyse significance of E-Commerce in customer relationship management in context to B&M company. It is also important for E-commerce and CRM research to provide useful insight for the enterprise
E-Commerce in Customer Relationship Management: A Case Study of B&M Company
Added on 2020-10-05
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Research Project
Table of ContentsEXECUTIVE SUMMARY ............................................................................................................1Background of the study..................................................................................................................1Introduction .....................................................................................................................................1Research Questions..........................................................................................................................2Research Timeline...........................................................................................................................3Literature Review.............................................................................................................................4METHODOLOGY..........................................................................................................................7RESULTS/FINDINGS .................................................................................................................14DISCUSSION ...............................................................................................................................24CONCLUSION .............................................................................................................................28RECOMMENDATIONS...............................................................................................................30APPENDIX 1:................................................................................................................................31REFERENCES..............................................................................................................................34.......................................................................................................................................................36
EXECUTIVE SUMMARY Main purpose of preparing this project was to analyse significance of E-Commerce incustomer relationship management in context to B&M company. With the help of this toolbusiness entity can get a better opportunity to provide services and products to the customers.There are different research methods such as qualitative, quantitative and data collection tool likeprimary, secondary are undertaken for completion of this project. All these are important part forthe researcher to evaluate accurate response of the customers about the e-commerce in thecustomer relationship management. E-commerce has revolved across enterprises which meansconducting all activities with the usage of internet. Therefore, it was essential for company toapply such technology as more and more clients are making payments and buying productselectronically. One of the sector which has been affected more digitalisation is retail sector asentire departments are interconnect to each other and execute activities in an effective andefficient manner. 1
Introduction Background of the studyDigitalisation has helped businesses in getting over new insights of operating businessactivities and as such, success is achieved in effective way. The opportunities provided by digitaltechnology had been wonderful for the organisation in carrying out operations in the bestpossible manner and ensuring goals are accomplished with much ease. It is viable for firm asseveral benefits have been imparted such as improvement in business processes, deployingeffective business models etc. In according to the study, nearly 91 % of employees' wantschanging processes to digitised way so that work may be streamlined quite effectually. Inrelation to this, E-commerce has revolved around organisation which means conducting activitiesthrough usage of internet basically on electronic network (Bharadwaj, El Sawy, Pavlou andVenkatraman, 2013). Thus, it is important for business to implement such technology as moreand more customers are making payments and purchasing goods electronically. One of theindustry that is retail is much influenced by digital technology as all departments are interlinkedto each other and perform activities. Present study is based on B&M Company which is engagedin retail business and sells quality goods to customers. In relation to organisation, importance ofE-commerce on firm will be highlighted in the research and as such, various objectives and aimwill be formulated to gain clear understanding of research. Digital technology was more essential and useful part which was applied by the each andevery organisation with aim to maximise their turnover and sales within predetermined period oftime. Beside this, E-Commerce was significant tool of digitalisation which was followed by theB&M company in order to improve customer relationship management approaches (Rekik,Kallel and Alimi, 2016). A CRM solution for e-commerce companies supports in tackingbehaviour and communications of customers, storing information, determining high-value anddeveloping targeted campaigns. Thus, it was the key to set up loyal and long-term clientsrelationships and overcome entire challenges by integrating the core customer centric activities(Bach, 2014). Main purpose and objectives of this project is to identify the importance of e-commerce technique in CRM. Thus, it was an effective approach to manage a businessesinteraction with actual and possible customers. It uses data evaluation regarding customers'history with an organisation to enhance relationships between the company and customers,generally emphasizing on customer retention and finally driving sales growth. Thus, CRM and
E-commerce both are important and significant aspects for the development and growth of theenterprise. 2
Main reasons behind choosing E-commerce tool as a part of research project was toanalysis importance of the techniques in customer relationship management (E-Commerce,2018). E-commerce is more essential and important part for the organisation to provide alldetails about their products or services to the customers. It is also essential for the researcher tocollect information about the importance of E-commerce in customer relationship management.(Ballings and Van den Poel, 2015). Aim: To analyse significance of E-commerce in CRM (Customer Relationship Management) incontext to B&M CompanyObjectives:To analyse meaning and concept of E-commerce driving success for businessTo assess relationship between CRM and E-commerce on B&M CompanyTo assess significance of E-commerce in CRM To recommend and implement well-structured strategies of E-commerce for CRMResearch QuestionsWhat is the meaning and concept of the term E-commerce initiated as unfolding digitaltechnology?What relationship exists between E-commerce and digital technology on B&MCompany What is the significance of E-commerce in CRM for organisation?Rationale The rational behind taking this research is to provide useful insight of digital technologythat is providing business a way to achieve stated objectives in the best possible manner. Foreffectively reaching to end of the research, retail sector is being studied thoroughly. The benefitscarried out by the research is that I'm able to assess kinds of modern digitised technologies whichare directly benefiting firm. Books, journals, literature and published articles are taken intoaccount for extracting information regarding secondary research quite effectively. Research TimelineThe plan will be taken by researcher to accomplish study within 20 weeks-3
Activities /weeks 1234567910111213141516171920Researchproposal Aimandobjectives ofresearch ConductingLiteratureReviewSelectingmethods ofresearchQuestionnairesandinterviewresultsArrangingdata in properformat ConductingData analysis Conclusion ofresearchProvidingRecommendationsAccomplishingprojectentirelyFeedback 4
FinallysubmittingprojectLiterature ReviewIt is formulated to analyse impact of E-commerce on the business. Moreover, methodshave been deployed for implicating E-commerce for initiating processes or organisation. Meaning and concept of E-commerce as unfolding technologyE-commerce is helping organisation in achieving goals in effective way. According toBrinkmann (2014), various retailers are present in the industry which are accelerating growth ofbusiness by deploying digitalised technology for attaining profits in the best possible manner.Digital experiences are provided to customers which are achievable because of transformingnormal business operations in streamlined process by using digital techniques. Orders are madeby consumers and as such, they are based on digitalisation which helps to manage businessprocess by effectively handling orders with much ease. As per the views of Buckingham (2013),E-commerce is buying and selling goods on the internet and helping firm to raise marketing ofgoods and services and as such, business is able to sell off items and services by using electronicnetwork in effectual manner. The transactions are made by utilising digitalised technology and assuch, commodities are sold quite effectively. As per the views of Fichman, Dos Santos and Zheng (2014), E-commerce is useful as itimparts two benefits such as cost-effective goods and availability of large quantum of goods. Inrelation to this, B&M Company has been continuously updating its techniques and achievingnew insights and success is accomplished by implementing modern technology in the business. Itis enhancing relationship with customers by initiating marketing and promoting goods.According to Fitzgerald, Kruschwitz, Bonnet and Welch (2014), applications and E-commercewebsites are increasing day-by-day which are helping to inject sales by selling goodselectronically. Modern technology is benefiting organisation by imparting diversified channelssuch as E-commerce, E-marketing and related channels for garnering sales with much ease. Theway of doing business is also transformed by firm and as such, it is adopting new and efficientmethods and channels to enhance its customers' base and attaining revenue quite easily. Deliveryof goods are also getting faster because E-commerce solutions are helping organisation toaccomplish new orders and garnering profits. 5
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