VELVET's Strategic Change Management Plan to Enhance Customer CRM

This report outlines a change management plan for VELVET, an online retail fashion brand, focusing on improving its Customer Relationship Management (CRM). The company faces dissatisfaction due to poor client relationship management, leading to customer churn and a negative brand image. The proposed changes involve creating a dedicated CRM team and integrating software to manage customer queries and feedback effectively. The rationale includes enhancing customer loyalty, improving brand image, and increasing sales volume. The plan follows Kurt Lewin's change model, involving unfreezing, change implementation, and refreezing. Monitoring and review protocols include measuring sales volume, customer feedback, website traffic, and social media engagement. The goal is to resolve customer queries promptly and ensure customer satisfaction, leading to overall business growth and success. Desklib provides access to similar solved assignments and past papers for students.

Change Management
Plan

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Describe the business and organisation and its core businesses.................................................3
Explain where changes will be made and why...........................................................................4
What information is gathered and analysed while making changes in CRM (customer
relationship management)...........................................................................................................4
Sources of collected information................................................................................................4
Outline the rationale for the change, change objective, procedures to be followed and
expected benefits ........................................................................................................................5
CONCLUSION ...............................................................................................................................6
REFERNCES:..................................................................................................................................7
Books and Journals:....................................................................................................................7

INTRODUCTION
Business firms operates in a complex and dynamic market environment which makes it
susceptible to the rapid changes taking place in the business environment. There is one thing for
which business firm is certain is about changes. Most of the organisational changes take place
due to unprecedented events or something that is intentional actions undertaken to facilitate the
growth and progress of an organisation. Changes can be initiated in the business firm due to
influence of market, resources constraints, reduction in budget or changes needs or preference of
target audience (Hofman and et. al., 2020). Change management plan in any organisation is
defined as the clear road map which encompasses several steps to be taken for the execution of
change management process for the implementation of recommended change in an organisation.
The change management plan is intended to avoid any disruption actions caused by changes
taking place which is most likely to impact the business operations. VELVET is a fashionable
clothing company which is offering online designer clothes to the people living in Australia. The
company found with the objective of making designer clothes accessible to the large target
audience at affordable pricing. The objective of the report is to suggest a relevant changes into
the business operations and to what extent it benefits the organisation.
MAIN BODY
Describe the business and organisation and its core businesses
VELVET is a online retail fashionable brand that is operating in the Australia Market
since the year 2018, which is its year of foundation too. The company is headquartered at
Sydney, Australia and operating with the main aim of providing affordable and fashionable
brand to the people living the city (Pour and et. al., 2020). Online retail firm manage its business
operations via official websites and well designed mobile application compatible for both
Android and IOS software. The company is offering designed women and men's apparel from
the talented and young fashion designers who are highly professional and creative in providing
clothing solutions, especially to men and women. Unique attribute of this online retail company
is that it also offers hand bags, wallets, clutches and other accessories required by men and
women. The company strongly believes in delivering reliable and high quality services which
serves as the basis for customer loyalty and trust.

Explain where changes will be made and why
Being an online retail fashionable brand, VELVET is dealing with a problem of
dissatisfaction among customer due to their poor client relationship management. VELVET has
been receiving complaints with regards to delay in responding to the customer's queries,
complaints and issue with the web portal or application which is being generated over
application, website and other social media platforms (Marj and Abadi, 2020). Due to ignorance
of customer's generated queries and feedbacks company is facing huge decline in the loyal
customers and increase in bad word of mouth of publicity. All these factors brought up the
consequences of poor brand image and decline in the sales volume, changing preference of
customer towards VELVET. The intended changes are to be made in CRM of a company with
the help of acquiring tech savvy and talented workforce who can manage customer's queries and
build interactive client engagement over internet platforms such as website, application and
social media platforms.
What information is gathered and analysed while making changes in CRM (customer
relationship management)
While reviewing the comment section of social media platforms and e-mails over internet
it has been revealed that poor client relationship management of the company is leading to the
dissatisfaction among the loyal customers (Solan and et. al., 2020). VELVET is pioneer in
delivering designer and fashionable clothes to the customer but it lacks in poor after sales service
to collect feedbacks of customer, addressing to the common issue of online payment, disruptions
in web portal and delay in making refunds to customer via wire payment mode. It has been
analysed that customers are highly satisfied with the quality of products being sold and modes of
delivery opted but at the same time spread bad word of mouth publicity as company pays less
attention to customer's problem they are facing while buying the products. VELVET is most
likely to integrate a customer relationship team exclusively dealing with the after-sales services
of customer so that their being listened and value their suggestions provided.
Sources of collected information
VELVET came across about the bad client relationship management when there were
influx of e-mails criticising after-sales service of the company (Byers and et. al., 2020).
VELVET also maintains its presence over social media platforms, when there were bad critics
and reviews about the poor customer relationship and after sales services, VELVET realised that

the present workforce is incompetent in dealing with client's problem which is leading to poor
word of publicity, low sales volume and growing number of dissatisfied customers. Delay in
addressing customer queries and lack of integrated digital marketing technique, company is
unable to address customer's issues promptly (Bjørkan and et. al., 2020).
Outline the rationale for the change, change objective, procedures to be followed and expected
benefits
There is a significant need for the implementation of effective CRM in VELVET which
will look into the aspects of client relationship and proper management of customer's feedback,
queries or complaints regards to the business operations. With the customer relationship
management team in the organisation, customer are dealt with ease and promptly without any
delays. The prime objective of CRM team into business is to provide exceptionally quality after
sales services to client's so that they feel valuable, important and are completely satisfied.
Customer wish that they get customised services from the company and their valuable
recommendation and experiences are taken into account so that business can grow and flourish
(Vicente and et. al., 2021).
While implementing CRM into VELVET it is essential to hire a talented workforce who
are experts in dealing with customers and building customer loyalty based on positive
relationship. Then there is a further step is to get a integrated software which receives customer's
queries and complaints from numerous sources such as website, social media sites, mobile
application, em-mails etc. Then, there is need to design a proper change management plan
followed by implementation and review of the performance as compared to the outcome.
Desired benefits for the implementation of CRM into business is that it will help in building
good customer loyalty and positive brand image.
How resources are managed and changes are implemented
For the better implementation of customer relationship management, VELVET makes
use of Kurt Lewin's change model. First step in this model is Unfreeze where company prepares
the entire team to bring necessary changes and ensuring that why these changes are necessary.
Unfreeze stage encompasses the activities like hiring new talents for customer relationship and
integration of new software in order to keep the records of customer data and track their
activities (Currell and et. al., 2020). Further step is the “change” where actual changes are made
within organisation. New team members are provided with proper training and development

program related with use of CRM software and conducting their induction so that they are aware
about their job roles and responsibilities along with getting familiar with the working
environment. Further, the last step is Refreeze where changes are already implemented and
embraced by entire organisation. New customer relationship management team is acquired,
trained and supported by the other employees in order to understand the customer segment of
VELVET and core objectives for the implementation of customer relationship management into
business. At this stage, business owners are responsible to ensure that implemented changes are
used all the time and these changes become inherent into the daily business activities. With the
implementation of effective CRM, VELVET can make sure that customer's queries are resolved
on time without any delay and seek regular feedbacks from their through regular interaction over
social media sites (Pour and et. al., 2020).
What reporting, monitoring and review protocols are used in the business
It is essential to review and revise whether the implemented changes are resulting into the
desired results or not. For increasing customer satisfaction and enhancing the brand image of
VELVET, company has embedded effective customer relationship management into business
which deals with the customer queries and complaints effectively and promptly so that customer
receives quality of after sales services with complete satisfaction. In order to measure the
performance of CRM, company makes uses of different metrics such as rise in sales volume,
positive feedback and attitude of clients towards the brand, increase in number of visitors over
website and mobile application and quick response of customers to the social media marketing
campaigns (Hofman and et. al., 2020). These metrics will allow company to measure how much
business is heading towards resolving the problem of customer dissatisfaction due to poor after
sales services.
CONCLUSION
From the above stated report it has been concluded that change management plan serves
as a pathway to be followed by the business firms to execute and implement the changes through
effective change management process. Change are inherent into the nature of business and is
certain in nature which in turn make companies to have a well designed and effective change
management plan so that necessary changes are made in business so that overall performance

and profitability of a company increases. Changes are made for the better execution of business
operations so that company leads towards the overall success and growth in future.

REFERNCES:
Books and Journals:
Bjørkan, M., and et. al., 2020. When Fishemen Take Charge: The Development of a
Management Plan for the Red Shrimp Fishery in Mediterranean Sea (NE Spain).
In Collaborative Research in Fisheries (pp. 159-178). Springer, Cham.
Byers, A.C., and et. al., 2020. A Sustainable Solid Waste Management Plan for Sagarmatha (Mt
Everest) National Park and Buffer Zone, Nepal. Mountain Research and
Development, 40(3), pp.A1-A9.
Currell, M.J., and et. al., 2020. Science sidelined in approval of Australia’s largest coal
mine. Nature Sustainability, 3(8), pp.644-649.
Hofman, M.S., and et. al., 2020. Prostate-specific membrane antigen PET-CT in patients with
high-risk prostate cancer before curative-intent surgery or radiotherapy (proPSMA): a
prospective, randomised, multicentre study. The Lancet, 395(10231), pp.1208-1216.
Marj, A.F. and Abadi, F.H.H., 2020. A nine-step approach for developing and implementing an
“agricultural drought risk management plan”; case study: Alamut River basin in Qazvin,
Iran. Natural Hazards, 102(3), pp.1187-1205.
Pour, S.H., and et. al., 2020. Low impact development techniques to mitigate the impacts of
climate-change-induced urban floods: Current trends, issues and challenges. Sustainable
Cities and Society, 62, p.102373.
Solan, M., and et. al., 2020. Benthic-based contributions to climate change mitigation and
adaptation. Philosophical Transactions of the Royal Society B, 375(1794), p.20190107.
Vicente, D.,and et. al., 2021. US Navy’s response to a shipboard coronavirus outbreak:
considerations for a medical management plan at sea. Military medicine, 186(1-2),
pp.23-26.