Marks & Spencer CRM Strategy Analysis

This assignment delves into the Customer Relationship Management (CRM) strategy employed by Marks & Spencer. It examines the company's efforts to leverage CRM for improved customer engagement, sales, and brand loyalty. The analysis covers various aspects of M&S's CRM initiatives, including its historical evolution, implemented systems, successes achieved, and challenges faced. Furthermore, the assignment explores potential recommendations for enhancing M&S's CRM strategy in the future.

Knowledge management and information
system strategy
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Table of Contents
INTRODUCTION................................................................................................................................3
PART A.................................................................................................................................................3
Introduction and overview of the Marks and Spencer (M&S)........................................................3
Evaluation of the system..................................................................................................................7
Recommendation for future development.....................................................................................12
PART B...............................................................................................................................................14
CONCLUSION..................................................................................................................................14
REFERENCES...................................................................................................................................15
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INTRODUCTION
Knowledge management is regarded as iterative process which helps to ensure efficient
handling of information as well as resources within a commercial organization. In the present age of
fierce competition, businesses use innovative and advanced technologies so as to take competitive
advantages over the rivals and improve their performance (Khodakarami and Chan, 2014). The
major enterprise system involves Customer Relationship Management (CRM), Enterprise Resource
Planning (ERP), Supply Chain Management (SCM), Knowledge Management system (KMS) and
Management Information System (MIS). This project is preparing to examine and evaluate the use
of CRM software and its advantages and drawbacks for the organization. CRM software comprises
various tools and processes that businesses use to organize, track and manage prospectus over the
whole sales life cycle (Fournier, 2013). It manage the relationship between organization and
customers and enhance their satisfaction level. As a result, companies became able to survive in the
market for a longer duration. Present assignment will addressed the role of customer relationship
management in Marks and Spencer. It offers clothing, home and luxury food products to the wide
range of consumers across the international boundaries of the world.
PART A
Introduction and overview of the Marks and Spencer (M&S)
Information system comprises software that helps to store, organize and evaluate data and
thereby take effective decisions. It helps to convert raw data into useful information which helps in
the decision-making process. It is a combination of hardware, software, database, network, trained
personnel and procedures in order to facilitate effective business planning, maintaining
coordination, controlling and decision making as well (Martelo, Cepeda and Barroso, 2013). UK
retail industry is one of the fastest growing industry in the world, hence companies are using
various information system such as ERP, CRM, SCM, Geographic Information System (GIS),
Expert system, Database Management System (DBMS) etc. in order to achieve high success. The
industrial technological trends are increasing rapidly to enhance competitive strength and market
position. Information system or software is of great importance for the retail organizations as it
enable firms to offer high quality products and services to the customers and satisfy their needs
beyond expectations (Nguyen and Mutum, 2012). Moreover, it helps to share business information
across all the functional level and business hierarchies.
M&S is a leading British multinational retailer which is headquartered in Westminster,
London. It is a public limited company which operates in retail industry and listed on London Stock
Exchange (LSE). It has been founded in the year 1884 and operates across various continents of the
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world such as India, Egypt, Greece, UK, Russia, France, Poland, Hungry, Spain and Finland. The
mission of the company is to provide high quality cloths, home ware and food products at
competitive and affordable prices so that large market share can be captured by delivering good
value for the money invested by the customers (Hollensen, 2015). Company sales cloths, home
products and food products to the global customer base through its retail stores. Its stores includes
core shops, M&S Foodhall, hospitality, home stores, outlet stores, M&S simply food and online
services. Currently, it operates worldwide through more than 1330 stores.
(Source: Wang and Feng, 2012)
M&S's position in the retail industry can be analysed by BCG MATRIX analysis.
Stars High growth, high market share
Cash Cows Low growth but high market share
Dogs Low growth and low market share.
Question marks High growth and low market share
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(Source: Fournier, 2013)
According to the above BCG MATRIX, it can be seen that, M&S cloths products for men
and women, lingerie and night wear grab a larger market share of the country. While, currently, its
food products have a greater opportunities available for the future growth but still, present market
share is low. On the contrary, children's wear clothing has less market opportunities to grow and
have less market share as well.
Looking at the present era, M&S is facing throat cut competition from the competitors in
order to grab larger market share and perform effectively. Henceforth, it becomes essential for the
company to maintain better relationship with the customers and thereby reach targets (Fournier,
2013). CRM is one of the most important software which is using by M&S to maintain effective
relationship with the customers so as to retain them for a longer duration. CRM system has been
introduced by M&S in the year 2008 which focuses on creating sustainable relationship with the
consumers which add value for both customers and organization as well. CRM strategy assure
continuous interactions with the clients, which in turn, enable M&S to identify their need, desires
and expectations and fulfil it in an effective manner (Wang and Feng, 2012). Its external market
analysis can be conducted by PESTLE analysis, enumerated below:
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(Source: PESTLE analysis of M&S, 2015)
Political: Governmental rules and regulations regarding taxation, tariff, labour policies,
industry investment etc. impact M&S in different ways. In East Europe, liberalization policy had
been implemented in which government allows retail firms to start their operation across distinct
countries across the globe. Moreover, free trade agreements and several health legislation regarding
food products need to be consider by M&S to ensure fair practices by complying with the political
laws.
Economic: In this, customer spending, their income, inflation, material cost, demographic
factors etc. impact M&S. Rising income of the people enhance customer spendings and as a result,
industry market demand has been increased (PESTLE analysis of M&S, 2015). Through this, M&S
became able to serve larger customer base and enhanced its performance.
Social: Social factors mainly includes customers shopping behaviour, fashion trends,
lifestyle, consumer preference etc. In the present age, consumer needs and desires are changing
rapidly hence, it is essential for the M&S to address that what consumer demand and thereby
deliver services accordingly.
Technological: In UK retail industry, automation, use of advanced technologies, investment
in research and development activities etc. comprises the technological factors. It brings necessity
for M&S to upgrade its technology by using tools like e-commerce, m-commerce, online services,
CRM, SCM etc. so that it can offer qualitative services to the global customers (PESTLE analysis of
M&S, 2015).
Legal: It includes laws and regulations like customer health and safety legislation, antitrust
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regulations etc. Moreover, use of eco-friendly material and standard regulations for the food
production need to be strictly followed by M&S to assure consumer safety.
Environmental: M&S needs to maintain a safe environment by complying with the
environmental legislation and waste management. Recycling and reuse etc. manage M&S's scarp
and waste to a great extent. Moreover, it launched Plan A in 2007, to maintain a healthy
environment and become the most sustainable retailer.
(Source: Hollensen, 2015)
Evaluation of the CRM system
CRM system plays a crucial role in highlighting and examining existing consumers profile
to build strong relationship with them. CRM software facilitates consumer support and enhance the
quality and efficiency of the potential consumer experience. In the present globalised and dynamic
business era, customers are seen as lifeblood of the organization. CRM system is a information
technological system which allows enterprises regardless their size to organize, automate and
synchronize consumers at each and every facet of customer interaction. In other words, it refers to
the business practices, strategies and technologies which an organization use in order to manage and
examine customer interaction and data throughout the life cycle (Martelo, Cepeda and Barroso,
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2013). It includes sales, marketing, customer guidance, support and advices as well. It is an
integrated approach which assist organizations to create a strong communication with the
consumers, spreader across the globe. The primary goal of CRM is to retain existing customers and
attract new customers as well. By this, firms will be able to increase their turnover, market share
and yield as well. It create life long relationship with the consumers by ensuring consistent
consumer interaction.
With reference to M&S, it introduced Siebel CRM strategy in order to strengthen the
relationship by determining the consumer needs, wants and desires and offer services accordingly
(Gheroghiu, 2010). This in turn, M&S will be able to achieve its business goals and objectives.
M&S is a retail sector organization which success and growth is directly depends upon its quality of
products and services and customer satisfaction as well. It makes CRM at each and every point to
ensure sustainable relationship and prevent itself from the threat of loss of customers (Wahab, Al-
Momani and Noor, 2015). It is a well-known enterprise for the quality products and services no
matter, its product prices may be little bit higher than other competitors. Its CRM slogan is that
“customers are always and completely right” which brings consumer attention towards M&S. The
central aim of the CRM implementation in M&S is to overcome miscommunication between
customers and the organization, and thereby increase consumer satisfaction to a major extent. In the
past couple of year, M&S brought CRM in house (Fournier, 2013).
Technical part of CRM
Information and communication technology (ICT) helps in effective CRM launching. M&S
consumers are contracting with the business through different means like telephone, fax, websites,
e-mail etc. The CRM system initially capture and fed these information into the system for proper
maintenance of consumer data. Recording customer complaints and errors helps M&S to analyse
the factors which arise dissatisfaction in the mind of consumers. In this, customers are
communicated by various means like call centre, persona; contact, internet etc. and all this
information are centralised using CRM system. In the contract centres, CRM system maintain
telephonic information and work as a computing system. Intelligent working, Computer Telephone
Integration (CTI) and Interactive Voice Response (IVR) etc. technologies are used by M&S in its
CRM system to route calls to the most skilled and qualified agents (Technical briefings of CRM,
2009). In this respect, CTI worked with large call centres and helps to provide consumer regarding
data presents on the PCs screen to the call operators. For instance, it provide information about their
enquires from websites, e-mails etc on a single click. Through this, each caller will be able to
respond immediately and take appropriate action. Thus, this system allows call centres to positively
respond users for their satisfaction.
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CRM system integrates data from multiple touch points such as telephone centres, service
centres, FAQs. Fax, E-mail etc. which helps to identify demographic features and enable M&S to
develop products according to the demand of their target group. Further, automating consumer
interface helps to build high trust and loyalty so as to develop life-long relationship. There are
numerous system available in the market for the CRM implementation that are Siebel, Vantive,
Sales Logix, Baan, Front Range, Clarify etc. Thus, installation of software is the primary need for
the introduction of CRM system. This system assist M&S to consolidate and organize data
regarding current and potential consumers. It helps sales force to prepare sales record and follow-up
as well. The system highly assist M&S to record customer campaign details, their responses in
order to remove complaints and details. For instance, demographic data, shipping, web registration,
sales and purchase, online sales, account information etc. Internal or external portals, electronic
exchange means like XML web service, online transaction processing (OLTP) etc. are several
technologies adopted by M&S to communicate with the service users and create strong relationship.
On the contrary to this, Sainsbury used Teradata system which is a division of NCR
corporation and replaced the old Oracle data warehouse to redesign its CRM solution. It enable firm
to drive high number of consumers, assure more personalised communication and improve the
quality of decisions as well (Vengatesan, 2015). Its IT infrastructure and Teradata technology helps
Sainsbury in the effective implementation of CRM, store automation and ATMs. Value-added
software, media products, leading hardware technology, transaction processing systems allows
Sainsgbury to consolidate their consumer database and assist their sales personnel. Teradata solution
enable Sainsbury in the acquisition, storing, accessing and networking functions, which in turn,
facilitates data collection, dissemination and utilization of customer related information. Through
this, its sales force became able to identify consumer taste, interest etc. and provide services
accordingly.
In the present dynamic era, UK retailers are competing with each other to draw consumer
attention by growing multitude of consumer preference and boosting online offerings. Retailers are
focusing to generate larger turnover by attracting new customers. Although, attracting high number
of potential consumers is an advantage for M&S which helps to strengthen its customer portfolio
and increase revenue, but still, handling the cessation of relationship is also an another point of
CRM (Kumar and Reinartz, 2012). It is because termination or ending of relationship is responsible
for customer dissatisfaction and as a result, firm will lose their customers. It will create a negative
impact to the M&S's turnover and yield. According to M&S's IT program manager, Mike Chrise,
implementation of Siebel CRM software provide huge assistance to track consumer enquiries and
respond it very quickly and effectively. Through this, M&S became able to survive in the market for
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a longer duration by delivering best quality products or services at acceptable prices (Bhardwaj,
Pandya and Patel, 2014). The main focus of its CRM strategy is that what customer need, and what
we need to do to satisfy them? Moreover, its CRM also helps to maintain post sales relationship
with the customers by collecting their feedbacks and responses.
(Source: Ratchliff, 2014)
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(Source: Ratchliff, 2014)
M&S use various tools and techniques like websites, direct mail, live chats etc. in its
customer engagement. Moreover, in the present times, use of social networking sites such as social
CRM also has been increasing rapidly to examine and analyse consumer satisfaction and complaints
(Ratchliff, 2014). By receiving e-feedbacks from the clients, M&S's management can take better
quality of decisions to mitigate consumer complaints and satisfy their needs and wants effectively
(Peltonen, 2015). Currently, M&S is attempting to boost its consumer engagement over the digital
system by implementing E-CRM strategy. It made a sustainable investment for the creation of new
website and e-commerce technology. Its E-CRM strategy includes customer service and support, E-
contract strategy, Social CRM etc (Choudhury and Harrigan, 2014). M&S's implemented a digital
transformation strategy to strengthen the consumer relationship. New platform creation, hiring a
new digital focused team and entirely change the distribution system are the main focus area of its
digitalization strategy. The main reason behind the online platform is in the current time, large
number of buyers prefer to buy on websites as it takes less time and also, shoppers do not need to
go on outlet stores. With reference to M&S, its customer visits on stores is 100 million per week
while, its online figure is 250 million (Thomas, 2012).
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(Source: Ratchliff, 2014)
Along with this, it also introduced its new websites to provide shopping services to the users
on their mobile devices, androids and tablets. In order to attract greater customer traffic, M&S pay
more focus on its content because it must be of innovative style (Wei and et.al., 2013). In E-
Commerce facility, M&S is delivering customer services by its variety of depots in various
countries. Logistic is only the biggest cost which centralised its service system and serve buyers in
the best possible manner. Underwired, who is a specialist digital customer agency has been hired by
M&S to handle its eCRM system. In the current times, M&S also use celebrity fronted marketing in
order top gain customer traffic and increase their turnover and profitability as well (Choudhury and
Harrigan, 2014). However, its online advertisement operations are handled by RKCR, Y&R and
Walker Media. Besides this, M&S is also conducting post-implementation review of its Siebel
CRM software to test whether it meet targets or not. Its Siebel database is using by the company to
assist its food and textile technologists with the huge investment in research and development in
order to develop new products and services. By this, M&S became able to design new revenue
stream in order to enhance their performance.
CRM strategy brought large number of benefits as well as drawbacks for M&S, which are
enumerated below:
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Positive points or advantageous of CRM system implementation:
 After implementation of CRM, Marks and Spencer became able to understand customer
need, wants and desires and thereby organize operations accordingly. Through this, M&S
delivered expected quality of goods and services to the global consumer base and maximize
its operational effectiveness and efficiency (Nwankwo And Ajemunigbohun, 2013).
 It also enable M&S to determine the fluctuations or changes in consumer preference and
demand over time and accordingly, daily operations or activities had been adjusted.
 E-CRM strategy, Social CRM, website creation, e-commerce and m-commerce gain larger
traffic of the consumers. Through this, M&S improved its quality of the products and
services to meet customers beyond expectations (Wallace, 2013). This in turn, it takes
benefits of larger turnover, return, retain existing customers, attract potential customers and
increase their satisfaction level. As a result, M&S developed increase repetitive purchasing
and enhance loyalty. It creates a strong brand value and goodwill of M&S in the retail
industry.
 CRM implementation facilitates M&S in planning and controlling routine business activities
and operations by reconciling demand and supply (Bruhn, 2016). In this regard, CRM
provide assistance to the firm to evaluate current as well as future trends and monitor
evolution of demand over the time.
 Provisions of personalized services also provides huge assistance to M&S to bring
uniqueness in the products or services offered. It drives larger sales and assure efficiency
and efficacy.
 Online services after implementation of CRM improved convenience for the customers as
now, they are able to quickly access their accounts and carrying out the transactions easily.
 CRM strengthen the relationship with the customers or group of customers by regularly
communicating with them. Moreover, gathering of feedbacks and post buying responses
helps users to take corrective or remedial actions to remove negative factors and achieve
target goals and objectives. Dynamic content, good coverage and low cost are also the benefits of CRM. It is because
the cost of interacting with consumers through E-CRM is comparatively lower than any
other electronic medium.
Negative points or drawbacks of CRM system:
Besides the benefits of CRM, there are several reasons due to which, CRM implementation
might not provide desired goals and objectives, given below:
 Lack of commitment by M&S's employees is one of the most important reasons of failure of
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CRM. The reason behind this is adoption of customer-oriented approach may need to
change organization culture (Mohammad, Rashid and Tahir, 2013). However, if employees
do not accept such changes than CRM may lead to consumer dissatisfaction and eventually
loss of revenue.
 CRM mainly focuses on retention of existing customer base rather than attracting potential
customers, which is also a limitation of it.
 Effective communication is the base for the successful implementation of CRM. Thus, poor
communication in M&S may lead to failure of the CRM software.
 Legal aspects such as confidentiality and privacy and ethical issues also need to be
considered in order to develop a strong relationship with the product users (El-Gohary,
Edwards and Huang, 2013). For instance, M&S need to follow Data Protection Act
principles in order to govern information processing.
 Discrimination among the clients is also a limitation of CRM software. In such respect,
M&S treat profitable customers very well than compare to occasional customers. It may
create a negative image on the brand and market goodwill (Potential drawbacks of
Customer relationship management, 2014).
 Leading people effectively is a key element for the successful implementation of CRM.
Thus, weak leadership can arise problems or difficulties and may lead to failure of CRM
(Yadav and Singh, 2014).
By implementing CRM, M&S achieved its target in 2012, drop in profitability by 9.6% has
been converted to larger turnover by £2.4 billion (M&S Plots eCRM turnaround blitz, 2012). It
became possible only because the use of digitalized technological system. It developed a strong
progress in the market from its digitalization transformation system.
Recommendation for future development
In order to strengthen the competitive position, brand image and good customer portfolio, it
is essential for the M&S to bring necessary improvements in the Customer Relationship
Management (CRM and assure future development. By implementing required changes, it can
enhance consumer satisfaction, repetitive buying and loyalty as well. Some of the necessary
suggestions or recommendation through which, M&S can improve its CRM strategy, are
enumerated here as under:
 In order to implement CRM successfully, it is the primarily need to adopt it by all the
personnel of the firm. Thus, CRM training plays a major role in the success of CRM. M&S
need to pay focus on conducting training sessions for the workers and thereby implement
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CRM in an effective manner. Through providing training to the workers, M&S can increase
employee efficiency.
 Integration of CRM with social media platform is also a better way to evaluate customer
requirement and resolve issues and problems. Along with this, in the present times, mobile
device became an essential tool for clients. Henceforth, M&S needs to give first priority to
the mobile CRM (Trainor and et.al., 2014). Cloud based CRM through the use of
smartphones, android and tablet devices allows firm to keep in touch with the consumers at
any time. It not only helps to increase customer satisfaction but also encourage workers
productivity to a major extent. Further, it encourage supplier collaboration and decline
operational cost and increase business return.
 M&S needs to pay focus on frustrated customers through collecting feedbacks from them.
By gathering clients feedbacks and post-purchase responses, managers will be able to take
decisions to resolve their issues, difficulties or problems. As a result, more effective services
can be provided in the future period, which in turn, surely increase consumer satisfaction
(Wang, 2012).
 Honesty is the best policy for increasing the effectiveness of customer relationship
management. In such regards, straight up and honesty with the clients provide assistance to
the M&S to examine customer requirements and expectations. Through this, operations can
be adjusted accordingly to satisfy consumers (Schiff, 2014). M&S must provide reliable and
prominent information on websites about the products and services offered. If, inaccurate
information is provided on the sites, than it create a negative image on its brand and decline
repetitive purchasing and loyalty as well.
 Consistently interaction with the clients develop a positive consumer experience. Follow-up
the customer requirement and address negative responses provide benefits to increase their
satisfaction. Moreover, the use of Microsoft Dynamics also enable M&S to strong the
relationship with the service users (Saarijärvi, Karjaluoto and Kuusela, 2013).
 It is also essential for M&S to provide up to date information to the customers on the
websites about its products and services. By updating timely information, customer can gain
knowledge about the new and innovative products which aids to increase market demand.
As a result, M&S will be able to serve larger customer base, generate high turnover, increase
profitability and competitive strength as well.
 Customer on-boarding guide is also an effective way to bring improvements in the consumer
satisfaction and boost their loyalty. It assist M&S to give a good first time impression to the
new clients and develop a positive attitude towards company's brand position (Muther,
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2012). This guide advices about the use of online channel to attract new customers and at
the same time, it also provide a better experience to accept new product or service. It
provide guidance about the best practices of digital communication which in turn, enhance
consumer loyalty. For instance, repeated use of online tools, welcome e-mails, post purchase
customer support etc. helps to design a good CRM.
 Customer retention planning guide also plays a key role in developing digital marketing
practices. It evaluate the effectiveness of present retention program of M&S, define
retention strategy, deliver personalised services and the use of innovative technologies
which helps to develop an effective retention roadmap for the product users (Marks &
Spencer Enterprise System, 2015).
PART B
Enclosed in power point presentation (PPT).
CONCLUSION
By concluding the above report, it becomes clear that Customer Relationship Management
plays a major role in managing better relationship with the consumers by keep in touch regularly.
Through this, M&S can easily assess and evaluate fluctuations in global market demand and deliver
services accordingly. By implementing CRM strategy successfully, it can retain its existing
customer for a longer duration and attract potential customers as well. Moreover, the report
concluded that training sessions, track customer need, effective analysis of customer feedbacks,
consistent interaction facilitates company to strengthen the relationship with the customers. Along
with this, honest content and integration of CRM with the social networking sites like Facebook
helps to improve its CRM implementation and drive success. This in turn, M&S will be able to
achieve its target aims and objectives and ensure business growth and development.
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