Strategic Management and Customer Service Policy at ASDA

This report explores the strategic management process and the importance of customer service policy within ASDA. It discusses the company background, analysis of the customer service policy, implementation of the policy, and the impact of the policy on customer retention and relationship management. The report also provides recommendations for improving the customer service policy.

Strategic Management

Table of Contents
INTRODUCTION...........................................................................................................................4
ANALYSIS......................................................................................................................................4
Company background.............................................................................................................4
Business policy.......................................................................................................................5
Implementation of the policy..................................................................................................6
Significance of customer service policy within ASDA..........................................................7
Role of consumer service policy within a strategic customer relationship management.......8
Impact of customer service policy of strategic management within ASDA..........................9
Recommendation..................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

Executive summary
The aim of this report has been business policy of ASDA. It has been seen that the score
has developed their service policy within their organization for providing better and excellent
customer service. Customer service policy of ASDA is highly helpful for effective
communication with their customers. This is for enhancing trust within customers and for
providing better feedback from customer. For providing better customer support in long term,
this policy can help in better outcome.

INTRODUCTION
Strategic management refers to a process which is for achieving business goal by using
resources of the organization . This involves in create in business objective and analyzing the
competitive environment of the organization. It is important to enhance the strategic
management process by using of organizational policy and procedure. Strategic management is
able to enable the organizational competitors. There is a need to improve the customer service
strategy management for the business. This report aims to provide strategic management process
for the ASDA. Here, policy of ASDA needs to to related with strategic management. Difference
and unique customer service policy is able to provide competitive advantage and gain the
customer loyalty for the business (Bhebhe, 2017).
ANALYSIS
Company background
SWOT analysis of ASDA
Strength
 This company has a strong brand
recognition which is able to provide a high
level of business to the organization.
 This organization is able to provide high
quality service to their customer which can
lead to create better business for the
organization.
Weakness
 This organization has poor operation
process in organizing grocery service
which can lead to create negative impact
and reputation of the organization.
 They have customer policy which need to
be improved and make better and effective
customer policy regarding effective
delivery of services.
Opportunity
 ASDA has the opportunity to increase the
scope for service improvement for gaining
better customer base.
 ASDA need to introduce new policies
which is regarding operation process and
for improvement in customer policy and
lead to create large customer base for
Threat
 ASDA has the huge competition from
Marrison and ASDA which is able to
negative impact on business.
 Due to changing behaviour of customer
can lead to threat for the organization and
can decrease the sales of product (Kasdin,
2018).

improved business.
ASDA is a popular retail organization within UK. It is a British Supermarket retailer
which was established in 1965. This company is able to provide different grocery item to their
customer in all over the UK. This is a leading grocery organization. It having large Supermarket
chain. Aim of this organization is to get one of the most trusted retailer within Britain. Vision of
this organization is to serve excellent customer service in all over the UK. Grocery section need
to improve the customer service level which can lead to create positive impact on customer for
higher benefit. Weakness of this organization is due to poor operation within grocery section and
to improve the customer service for this. Organization need to adapt change in service policy
within a strategic management process. This can lead to create a better improvement for the
customer service policy within an organization and provide the opportunity to maximize
customer satisfaction. Due to huge competition with Tesco and Marrison. They are the two retail
organization and are able to offer almost similar product to their customer. Tesco and Marrison
are able to provide large range of grocery to their customers which created for alternative
products. It is highly required for ASDA to provide unique customer service-policy for gaining
competitive advantage with minimizing competitors threat (Tudor, 2017).
Business policy
Every retailer have their concern towards customer service policy for ensuring high
quality service by establishing customer service policy. Organization is able to understand the
way through which there is delivery of services to the customers. ASDA has taken customer
service policy which can provide high quality service for satisfying their customer. Customer
like to leave the organization when they are not entertained or treated properly. Due to this,
ASDA has introduced a new customer service policy for their customer for providing better
entertainment and treatment. This proper customer service policy lead to provide high
competitive advantage within market. ASDA has one of the most top priority is providing
customer service which directly to provide better customer base for my business. ASDA has
been facing high competition level due to their competitors providing better customer service.
The aim of this new customer policy is to provide better customer service to all customers which
can lead to create better effect and creating high loyalty towards the organization. This is able to
reduce the type of discrimination in terms of social economic status, gender and language. There

are some of the principle of the policies which are going to be discussed further. Every staff
member are responsible for providing best customer service to their customers. This can lead to
provide the feeling of empowered for taking their decision. This provide best customer
experience (KORNELIUS, 2021). On during phone call, employee need to identify them self to
their department which lead to create better scenario to customer and help them to explaining
their problem for better solution. There is need to identity each employee for helping customer to
identify staff easily. Staff are suggested to provide assistance to new customer without
interfering and services of other customers. This can lead to create better assistance to new
customer for better sale. There is no need to improve the customer service experience by taking
new approach which can have a positive impact. Staff need to communicate effectively and
should be enough polite for solving customers query.
Implementation of the policy
Recently, ASDA has been facing challenges due to customers behaviour changing. This
lead to create decrease in demand of sales which need to be identified and provide better care of
this . However, ASDA wanted to grab the rapidly changing habit of the customer which can be
effectively done by communication. In relation to this, attachment is separated the demand of
customer and query about the service quality. This can lead to provide them the opportunity to
know there weakness in policy which would have negative impact on the business and create in
behaviour changing of customers. To provide them better customer service, new policy has been
introduced which can implement properly with better introduction for implementing new
business policy (Nikolaev, 2018). ASDA has decided to developing an insight for the customer
which can lead to increase the customer engagement. Enhancing customer engagement, plays an
important role for the strategic management. ASDA is able to engage in their customer for
providing feedback and insight display to create awareness on customer which attach with this
community for sharing their insights. ASDA has focus on providing the identification of
customer need which leads to create customers changing behaviour. This lead to provide them
the information about demand of the customer that they like to be environmentally shoppers. For
creating innovation in strategic management process ASDA need to gather feedback from their
large customer base. Through this, ASDA is able to use the customer intelligence for enabling
campaign plan which can also be organized as seasonal promotion for refining their product line.
ASDA is able to understand the feeling condition and lifestyle of the customers (Lay, 2017). In

ASDA, there is need to understand the customer problem which can be effectively solve by
proper communication. There is need to provide time to time training to their staff for adapting
customer service policy in efficient way for implementing customer service quality. It is highly
required to provide better learning and training to their staff member to understand the new
principle of business policy. There is the improvement of customer experience which is highly
necessary to understand by ASDA for implementing effective service policy. This is for
maximizing customer experience. ASDA is able to focus on providing value added services to
their customer by providing better deal and evolving behaviour. ASDA need to enhance value by
retailing and empowering their customer for collecting and returning the product which has been
purchased by third party retailer of ASDA store. Moreover, this provide convenient way to
customer for tracking the air parcel via visiting retail store or online. This new approach leads to
help in strategic management decisions for maximizing customer experience within company.
For implementing new policy within ASDA, it is highly important to follow theoretical
framework which is management theory known by Mintzberg theory. This theory is able to able
to provide the experience which highlight the breaking down of management role and their
responsibility for helping organization in bringing some crucial changes. Segmentation of
management role has to enable the management concept. The new policy is to provide good
culture in organization for developing employees skill (Mohammad, 2019). On the basis of this
theory, it has been analyzed that, there is need for manager to play a different role. ASDA want
to establish customer relationship policy for improving customer experience for implementing
this policy. Manager of ASDA need to define exact role of their staff which can help to use their
scale for providing better to this policy. By using this theory, ASDA manager are able to
categorize different function for implement in policy successfully for implementing this policy.
Manager need to carry out international and the seasonal role which can help manager to taking
disease and for providing effective role and sharing information to the employee. Through this,
manager of ASDA can able to provide customer service policy implemented successfully within
ASDA.
Significance of customer service policy within ASDA
In any small organization, it is easy for holding and retaining their customer having due
to a small base of customer. However, due to growing and large organization. It is highly
difficult for retaining customer for longer period. ASDA is facing changing behaviour of

customer which is leading hard to retain their customer. ASDA has introduced a new customer
service policy for providing and improving customer experience. Different channel for
communicating with their customers where staff negligence leads to create big drawback. For
this, organization directly affect the customer retention within organization. Customer service
policy of ASDA allows organization to keeping consistency for Customer Management process.
It is an effective as that of a strategic management process for managing their customer. It is a
major aspect of customer service policy for managing better customer relationship which can
enable the organization to create high level of customer service. This made them able to provide
better relationship with their customer (Seidl, 2018). It is very crucial for an organization and
ASDA need to define their customer service policy properly. This can lead to make their
customer satisfy and retain within organization. Customer service policy have impact for
defining bottom line business this can create a way to see the organization in effective manner.
This lead to create the organization to remaining of top retail Industry. However, effective
communication is highly necessary for better customer service policy which is able to empower
their customer for providing better experience within organization. Light interaction with
customer is also important principle of this policy. This can lead to create a high level of
satisfaction to the customer and influence them to make purchase their product from ASDA.
Customer service policy have the measure positive outcome that they are able to retain their
customer within organization. This can lead to make them share their feedback with staff
member with effective communication process. Due to new customer service, policy is able to
respond directly to their customer for improving their service within organization. This also
enable quick service delivery to their customer with an effective manner. This can help in
retaining their customer and also helpful in covering new customers service policy. It is directly
associated with satisfaction of their customer and allows to share their concerns regarding
organization. This is helpful in maximizing customer loyalty along with effective customer
experience (Reichstein,2019).
Role of consumer service policy within a strategic customer relationship management
Customer relationship management plays a vital role in strategic management of
organization purpose. For this, strategic customer relationship management is for increasing
knowledge about the customers perspective. This can help in improving the relationship with
customers and also helps in enhancing interaction with them. Customer service policy is able to

provide help to the organization for managers in strategic customer relationship in workplace.
This policy allows ASDA for amplifying customer commitment which plays an important role of
customer relationship management. It is crucial to get feedback from the customer for an
organization for better development and making business strategy accordingly. Customer
collaboration plays and important role in strategic customer relationship management where
policy includes two different community which are able to engage large number of customer.
Hence, this lead to create customer collaboration and help in developing single real-time view of
customer. This policy includes online approach to their customer which can lead to provide real-
time view of customer regarding ASDA (Al-Qudah, 2018).
Impact of customer service policy of strategic management within ASDA
Strategic management is able to fulfill mission and vision of the organization by using a
specific business strategy. ASDA is able to provide excellent customer service and lead it to
trusted retailer within UK. This leads to create an objective for proposing customer service
policy. This policy is helpful in improving customer experience by process of effective
communication. This lead to create trusted within customers about ASDA.
For every organization, it is highly required to retain their customer and enhance numbers
of repeating customers. This can help in proper balancing the business. Customer have believed
that due to a spending money in an organization by purchase product and force them to provide
better purchase of product along with customer satisfaction. This allows ASDA to understand
their concern of customer. This create high value for resolving the problem of customer and can
provide improvement in providing better improved customer service. Moreover, customer
service policy is able to allow the organization to gain competitive advantage which is also able
to provide strategic management. ASDA has used a retailing service approach for increasing
their customer experience level. Their customer service policy have some limitations due to used
as a short-term policy which is no longer an effective for longer duration of time (Huikkola,
2017).
Porter's five forces
Threat of new entrants- Porter's five forces refers to an important theory which is able to
understand the current business environment within organization. In context to ASDA, this
model is helpful in understanding effectiveness customer service policy for better competitive
advantage within market. Threat of new entrants is a major element which can able to affect the

organizational power when a new competitor is able to provide better customer service. This can
easily attract large customer base for their market by using customer service policy. It can reduce
the threat of new resident by meeting the customer changing behaviour.
Power of supplier- This is an another element which have the ability to drive the price of
goods and services by suppliers when supplier number are less. Company totally depends on
those supplier and when there is large number of suppliers, company have the power to gain
benefit from their supplier. Moreover, customer service policy has no interconnection with
supplier power within ASDA.
Power of customers- It is also an element in porter's five forces model which refers to
customers ability for driving price within organization. ASDA has large number of customer due
to this, bargaining power of customer is high. Hence, using customer service policy ASDA is
able to gain feedback from their customer for reducing bargaining power of customer (Harrison,
2017).
Competitive rivalry- ASDA have high competition within market and due to this, it is
high threat for this organization for dealing with competitor. ASDA has increased their customer
by providing better services. This lead to provide them gain competitive advantage within global
market.
Threat of substitution- Customer service is able to build trust of customers within
organization. This lead to create better customer service for achieving competitive advantage.
This is one of the most important element within Porter’s five forces model. Due to having
similar product to the competitors within same market segment. This lead to create threat for the
existing business. ASDA has used their unique approach for providing better customer service to
their customer which can lead them to track their customer and leads to reduce the threat of
alternative product. This enables them to keep online tract on their parcel by visiting retail store
online of customer product. This unique customer service is not available to the customer which
create high benefit and competitive advantage for ASDA for challenging threat of substitute
(Zolfaghari,2017).
Recommendation
From above analysis, it has been found that customer service policy for ASDA is a short
term policy. For getting long-term benefit from this policy, there is need to develop better
implementation of this policy which can lead to initiate this organization for positive outcome. It

has been recommended that this strategy to implement the strategy policy which can have impact
on the business and can able to retain their customer an efficient way. This can lead to create
large customer base and enhances the profitability of the organization.
Using technology in the customer relationship management process can lead to improve
the customer service policy of ASDA using the CRM software. This can lead to help the
company to connect with their customers worldwide and create an awareness about the
organization and their mission and vision. This can lead to maximize the effectiveness of the
customer service policy to create large customer base and high profit (Esogwa 2019).
CONCLUSION
From above discussion, it can be concluded that there is need for business policy which
can help them to retain their customer in a fixed efficient way. ASDA is able to use the strategic
management policy which can lead to create a retaining of their customer base and have them to
get the feedback for improving their customer service. There is no need to improve their
customer service for competing in global market. In this report, there are several implementation
of the policy which can provide to customer service policy and develop better decision for
improving strategic management. In this report, there is a discussion about the porter's five
forces along with role of customer service policy within customer relationship management.
There is also discussion about the importance of customer service policy within an organization.

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