Customer Relationship Management at 4 Pines

This assignment analyzes the impact of customer relationship management on 4 Pines Brewing Company. It examines their initiatives in customer prospecting, understanding, and loyalty building, evaluating their authenticity and effectiveness. The analysis includes how 4 Pines utilizes environmental and social responsibility to foster customer relationships and its impact on sales and market share.

Running head: 4 PINES BREWING COMPANY 1
Case Study Analysis
Student’s Name
Institutional Affiliation

4 PINES BREWING COMPANY 2
Introduction
The aspect of customer relationship management is an essential tool in any business
organization which entails meeting their expectations and preferences. This calls for a need for
any organization to build a static relationship with clients to enhance delivery of quality services.
This paper features the impact of customer relationship in the 4 Pines Brewing Company which
is a microbrewery established about a decade ago with the aim to produce exceptional beer and
has featured customer prospecting, customer understanding, and customer loyalty.
Identification of sustainability initiatives & their authenticity. What sustainability initiatives have
been implemented by the case organization?
The company has implemented customer prospecting which entails pursuing, discovering
and enticing new customers. It has various ways of doing this including introducing friends and
relatives to have a free taste of the exceptional beer which allows deeper interaction with the
customers. Establishment of other brewpubs has also seen a wide range of consumers
experience the feeling of a unique beer. This has opened greater chances of the growth of the
company which is becoming very competitive in the brewing industry (Cohenfirst, 2015).
The 4 Pines has also come up with means of understanding the customer needs and
striving to meet them in the best ways possible. The managers seek to identify what the clients
desire and ensure the highest quality beer is sold to them. Most people seemed to enjoy the
exceptional beer produced which has seen the company increase its sales volume hence earning a
big market share due to the customer satisfaction.
Building the environmental and social responsibility has also been another stronghold of
the company which involves building and retaining good customer relationships leading to a
recurrent purchase of their products (Solomon, 2012). The employees are encouraged to engage

4 PINES BREWING COMPANY 3
in volunteer work and offering charity aids to the community. They also donate funds which are
used to establish other facilities which are beneficial to the community and this has made the
customers to have confidence in their products. The company also saves the pines which serve as
a means of environmental conservation. Such a move is a sure way that the company will keep
on growing as it retains the current customers and increase the purchase of the products offered
and the services rendered to them.
Authenticity of sustainability initiatives: Are the sustainability initiatives identified in issue one
‘authentic’? Consider the extent to which the case organization is being authentic or genuine in
their efforts.
Although the company strives much to achieve customer prospecting, it tends to take the
initiative at the times when the sales appear to be down hence relaxing by not concentrating on
obtaining prospects (Cohenfirst, 2015). This may lead to decrease in the sales if the trend
continues hence making it experience stiff competition from the companies which are always on
toes to lure customers into buying their products.
The company has made great efforts in establishing emotional connections with their
customers through setting up a satisfactory strategy. They consider emerging the type of products
to offer which they hope to be consistent and inquire of any queries from customers in a timely
manner.
The 4 Pines Company has also ensured improvement in customer loyalty by increasing
their engagement with them through various means such as the app alert and the social media.
They have come with pine products which are thought to add greater value to the customers
which ensures that the clients are attracted more to the new products offered and this promotes
the general relationship. However, the company has not been effective in assisting the customers

4 PINES BREWING COMPANY 2
to identify what frustrates them the most in the brew products so as to help them resolve the
matter. This trend has seen many brewing companies lose clients as they feel not given attention
and it may place the company in a position of losing the clients if proper actions are not taken to
rectify the trend.

4 PINES BREWING COMPANY 3
References
Cohenfirst, R. (2015). The authentic sale: A goddess's guide to business. Press.
Solomon, M. (2012). High-tech, high-touch customer service: Inspire timeless loyalty in the
demanding new world of social commerce. New York: American Management
Association. Press.