CRM Effectiveness Research Report

This report investigates the effectiveness of Customer Relationship Management (CRM) in strengthening the customer base of Marks & Spencer. It employs a qualitative research methodology using an interpretivist philosophy and an inductive approach. Data was collected through questionnaires distributed to five Marks & Spencer managers and supplemented by secondary sources like books, journals, and online resources. The analysis reveals that Marks & Spencer utilizes CRM effectively, gathering customer information, building relationships, and boosting sales. However, areas for improvement include enhancing the feedback system, improving data tracking, and providing more CRM training. The report concludes that CRM is a valuable tool for strengthening customer bases but requires continuous improvement and adaptation to technological advancements.

Research For Senior
Managers
1

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
Overview......................................................................................................................................4
Rationale of study........................................................................................................................5
Research Aim...............................................................................................................................5
Research Objectives.....................................................................................................................6
Research Questions......................................................................................................................6
RESEARCH METHODOLOGY.....................................................................................................6
Research technique......................................................................................................................6
Research philosophy....................................................................................................................7
Research approach.......................................................................................................................7
Data Collection Method...............................................................................................................7
Accessibility Issues......................................................................................................................8
Ethical issues................................................................................................................................8
Data Analysis Plan.......................................................................................................................9
Research Limitations...................................................................................................................9
IMPLEMENTATION PLAN..........................................................................................................9
INTRODUCTION.........................................................................................................................11
Overview....................................................................................................................................11
RESEARCH METHODOLOGY...................................................................................................12
Research technique....................................................................................................................12
Research philosophy..................................................................................................................12
Research approach.....................................................................................................................12
Data Collection Method.............................................................................................................13
Sampling Method.......................................................................................................................13
Accessibility Issues....................................................................................................................13
Ethical issues..............................................................................................................................13
Data Analysis Plan.....................................................................................................................14
LITERATURE REVIEW..............................................................................................................14
DATA ANALYSIS........................................................................................................................17
RECOMMENDATION AND CONCLUSION.............................................................................23
REFERENCES..............................................................................................................................25
2

APPENDIX....................................................................................................................................28
3

Topic: “To assess the effectiveness of CRM in strengthening the customer base: A study on
Marks and Spencer”
INTRODUCTION
Overview
Customer relationship management (CRM) is considered as a significant aspect under
diverse managerial activities. It is referred as an essential practice that helps business
organisations to manage relationship with customers in an effective manner. In other aspect,
business entity can easily have regular interaction with clients through use of CRM at the
workplace (Preuss, 2009). Main rationale behind the application of customer relationship
management is to improve the business relationship with customers. It also helps in enhancing
customer retention ratio so that business can have impressive level of success. In addition to this,
CRM also plays a vital role in the formulation of organisational philosophy in order to identify
service user requirements and improve their satisfaction level (Ritchie and Lewis, 2013).
Now days, business firms are also using computerized CRM systems to identify
customer’s needs and acquire strategies that can enhance opportunities for them. Customer
relationship management facilitates in understanding the key requirements of clients so that goals
can be accomplished in an appropriate manner (Kumar, 2010). Customer base is considered as a
team of service users which focuses on the repetitive purchase of products and services in order
to meet their requirements. However, service user base needs to be considered as a significant
factor because it helps in generating more revenue (Buttle, 2009). In this, management of
business entities focuses on market research and analysis of individual experience as it provides
learning about customer behaviour.
Current research proposal will be designed to analyse the effectiveness of CRM in
strengthening the service use base and improving the performance. In addition to this, researcher
will consider CRM activities of Marks and Spencer. It will provide information about concept
and practice of CRM in respect to retail sector (Richards, 2008). Further, it has been identified
that enhanced use of internet has also promoted the application of CRM in the retail sector. Due
to this, it is essential for management to understand the buying behaviour of customers and other
factors that can impact the development (King and Burgess, 2008). It will also assist in gaining
4

idea about buying behaviour of Marks and Spencer’s customers so that business can have better
opportunities.
Rationale of study
In the present era, most of the international market firms are focusing on the use of
customer relationship management in order to improve their customer base because it facilitates
in building strong relationship with users. Further, various researchers have conducted several
investigations in regard to customer relationship management but they have not mentioned any
comment on its effectiveness in strengthening the client base. Due to this, researcher will focus
on the concern topic (Krasnikov, 2009). Now days, retail sector focuses mostly towards the
application of CRM tools and techniques in order to enhance their reach towards the service
users. It helps businesses to attain better customer base and enhances the overall sales. Main
rationale behind the selection of Marks and Spencer is that it is referred as one of leading retail
organisations in the global market scenario (Ngai, 2009). This organization is continuously
focusing on the adaptation of various CRM techniques that can accomplish its goals and
objectives in a desired manner. It will assist management to analyse the effectiveness of CRM
techniques in strengthening the customer base so that better strategies can be designed to
improve organizational reach among customer's. With this study, actual evidence will be offered
to retail companies about how CRM is meeting the needs of targeted group and how this strategy
can be used for boosting the firm's profitability (Fader, 2009).
Research Aim
Aim: “To assess the effectiveness of CRM in strengthening the customer base: A study on
Marks and Spencer”.
The aim of current study will be to assess the effectiveness of customer relationship
management (CRM) in strengthening the customer base and gain competitive advantage in the
market. It will provide an assistance in understanding the concept of CRM and evaluate the
factors that impact the customer buying behaviour (Chilisa, 2011). It will also provide learning
about customer buying behaviour and its relationship with CRM. In order to meet the aim,
working of Marks and Spencer will be considered as a critical aspect.
5

Research Objectives
In order to meet the aim of research, it is essential to focus on research objectives.
Classification of the defined objectives is as follows:
 To analyze the concept and practice of CRM in the retail sector with special reference to
Marks and Spencer.
 To determine the forces that influence relationship with consumer and help in gaining
effective customer base.
 To assess the effectiveness of CRM in meeting the requirement of target market.
 To recommend ways to Marks and Spencer for practicing CRM in more efficient manner
in order to boost the customer base.
Research Questions
 How CRM is being practicing in Marks and Spencer?
 What are the various elements that assist in building relationship with customers and
meet their requirements?
 How buyer behavior can be impacted through CRM tools and techniques?
 What are the methods under CRM practices that can enhance customer base and boost the
sales?
RESEARCH METHODOLOGY
Research technique
In order to conduct research effectively, it is essential for the investigator to consider the
selection of right research technique as a critical step. It is also necessary for the researcher to
ensure that selection of technique is according to the nature of study so that better coordination
among factors can be maintained. In this regard, researcher will focus on qualitative nature of the
study because it will assist in attaining better outcomes (Ackroyd, 2012). Qualitative and
quantitative research techniques are most commonly used methods that helps in accomplishing
objectives of the investigation. In current report, the investigator will consider qualitative
technique for assessing the effectiveness of CRM in strengthening the customer base. It is most
suitable because it provides descriptive information about the subject (Wiersma, 2015). It is also
appropriate as per the nature of the study that will provide understanding about different CRM
practices that are adopted by Marks and Spencer.
6

Research philosophy
It is referred as belief and value that investigator holds during the study. It also reflects
the nature of the research and helps in decision making process. There are different types of
research philosophy that can be accessed by the researcher. Such as positivism, realism and
interpretivism (Cobb, 2013). Current investigation will be conducted on the basis of interpretivist
philosophy so that diverse factors of customer buying behaviour can be analysed in order to
design effective CRM practices. In addition to this, the information collection will be
accomplished with an assistance of literature review (Rubin, 2012). Positivism and realism
philosophies are not appropriate for the current research because it will not provide assistance to
the determination of customer's relationship management practice and its effectiveness in the
growth of customer base.
Research approach
Approach is considered as one of significant aspects for the accomplishment of research.
It is essential for the researcher to initiate and ensure that selection is done as per the nature of
study. Inductive and deductive approaches are the most commonly used by researchers in order
to have efficient accomplishment of research objectives (Sehdev, 2011). It is a tool that
incorporates diverse factors of the research and its objectives. In the current study, inductive
approach will be considered by the researcher for data collection. It will assist in the
development of theory that can provide effective outcomes from the research (Corbin, 2014). It
is beneficial for data gathering and understand CRM practices in context of Marks and Spencer.
Along with this, customer base can also be analysed through proper selection of approach. On
contrary, deductive approach is also suitable for the investigation because it focuses on the
hypothetical aspects for attaining better results.
Data Collection Method
It is significant for the researcher to ensure that data collection activities are
accomplished in desired form so that efficient results can be attained. Primary and secondary
data collection methods will be referred for completion of the study. In regard to primary data
collection the researcher will adopt questionnaire technique (Berg, 2014). It will assist in
gathering responses from participants and interpret final outcomes in appropriate manner. On the
other side, the secondary data collection activities will be performed through accessing diverse
7

secondary sources (Cooper, 2006). Classification of secondary sources can be as books, journals,
e-books and other literature contents drafted by different authors.
Sampling Method
It is considered as a method that provides a support to accomplishment of data collection
method. Primary data gathering requires a sampling so that information can be collected in
effective manner. Current report will focus on random sampling method in order to gather data
(García-Celay and León, 2007). Employees of Marks and Spencer will be participants in the
method because it will assist in effective evaluation of CRM practices. Moreover, the sampling
for current research will be 5 managers of Marks and Spencer. It will assist in assessing the
effectiveness of CRM in strengthening the customer base (Bertrand and Fransoo, 2012).
Accessibility Issues
As per the structured study, the effective accomplishment of the research investigation
demands a proper accessibility of the data. It also provides an assistance to the data collection so
that better outcomes can be attained. In addition to this, it is significant for researcher to make
sure that the data collection is completed as per standards of validity and reliability. Investigator
will consider activities that ensure about sources and accomplish objectives effectively. It will
also render optimistic results from the study (Preuss, 2009). Primary data collection will be
performed with an assistance of the managers of Marks and Spencer. Proper evidence will be
provided in respect to information collected from secondary sources. Validity and reliability of
information will achieve objectives in appropriate manner. Moreover, the accessibility to the
managers of Marks and Spencer is not easy because it requires permission from top level
management (Ritchie and Lewis, 2013).
Ethical issues
In order to accomplish objectives of the investigation, it is also necessary for the
researcher to ensure about ethical considerations. Any kind of ethical avoidance may influence
the overall outcome of the research. In this respect, the researcher will ensure that the proper
information about nature and purpose will be provided to the participants (Kumar, 2010).
Moreover, the issue of plagiarism will also be considered as critical factor so that ethical
standards can be maintained in appropriate manner. In addition to this, the personal information
8

about the participants will be not be disclosed and responses provided by them will not be
accessed without their permission (Buttle, 2009).
Data Analysis Plan
As per the structured study of the several research aspects, it is necessary for the
investigator to ensure that the data analysis plan is properly designed. In current research, the
investigator will focus on data collection through primary and secondary methods. It is beneficial
to accomplish the objectives of the investigation in accurate manner (Richards, 2008). Moreover
the data assessment method will have consideration of the qualitative aspects. In order to have
effective execution and evaluation of the data, researcher will focus on thematic technique. With
an assistance of this technique, the information can be interpreted in diverse forms such as
themes, graphs, tables and charts (King and Burgess, 2008).
Research Limitations
There are few limitations in the study that can create a barrier for the researcher in
accomplishment of the objectives. One of key limitation with the study is that there is low
availability of the literature statements available on the topic which may create issue for the
researcher. Another key limitation with the study is that participants has not provided responses
in easy manner (Krasnikov, 2009). Moreover, the effective assessment of the information also
demands high volume of cost and time.
IMPLEMENTATION PLAN
ACTIVITY/WEEK 1 2 3 4 5 6 7 8 9 10 11 12
Formation of proposal for research study
Access to literature sources
Designing of objectives
Assessment of secondary information
Selection of research approach
Writing of research methodology
Drafting of literature review
Secondary data collection
Designing of the questionnaire
9

Allocation of various aspects related to the study
Management of research activities
Collection of primary data
Access to primary sources
Assessment of gathered information
Selection of remaining chapters
Draft findings chapter
Submission and feedback
Revision of the drafted document
Printing and binding
Final submission to tutor
10

INTRODUCTION
Overview
Customer relationship management (CRM) is one of most significant aspect that is
considered by business firms in order to build strong relationship with the customers. It plays key
role in effective management of activities that can assist in having interaction with customers on
daily basis. It is also beneficial for the improvement in customer base (Ngai, 2009). On the other
side, the customer base is referred as term that reflects the ratio of loyal customers. In other
aspect, it is essential for researcher to focus on customer base improvement for sustainable
development of the organization. Market research activities provides detailed information about
customer behaviour (Fader, 2009).
Researcher has conducted an investigation to analyse the effectiveness of CRM in
strengthening the service use base and improving the performance. Marks and Spencer is
referred as an organization to understand the concept of CRM (Chilisa, 2011). It has provided an
information about the CRM practices that are adopted by retail sector for improvement in
customer base. It has also provided an evaluation of factors that impact buying behaviour of
customers. With an assistance of the current study the buying behaviour of Marks and Spencer’s
customers has also been analysed by the researcher which is advantageous for the organisation
(Ackroyd, 2012).
Rationale of study
Current report is focused towards aspects that evaluates the effectiveness of the CRM in
strengthening the customer base. Researcher has selected the concern topic because the previous
investigations does not provide information about CRM effectiveness in regard to customer base
improvement. Rationale behind selection of the Marks and Spencer is increased ratio of CRM
practices among retail sector (Wiersma, 2015). Final outcomes of the research will assist
businesses to improve customer base and enhances the overall sales. Marks and Spencer is
considered as one of leading retail organizations in the market that also creates suitability for the
selection. Continuous focus over CRM techniques is also one of key reason behind the selection
of the organisation (Cobb, 2013).
11

RESEARCH METHODOLOGY
Research technique
There are various types of research techniques such as qualitative, quantitative etc.
Further, qualitative techniques techniques are those which is primarily a exploratory research
because it is used to gain an understanding of an underlying reasons and opinions. Moreover, it
helps in gaining insight into the problem for potential quantitative research (Rubin, 2012). On the
other hand, quantitative techniques are those which is utilized for quantifying the problem by
generating numerical data which can be transformed into statistics. In the present research on
Marks and Spencer, qualitative technique has been used by the researcher (Sehdev, 2011). This
is justified on the grounds that qualitative data has assisted the researcher in obtaining
information about behaviour of customers, their needs and desires. This has further helped in
assessing the effectiveness of CRM systems thereby attaining the aim of the research.
Research philosophy
There are various research philosophy used by the researcher in order to accomplish their
aim. One is positivism and other is interpretivism. In our present study, interpretivism
philosophy has been employed because this philosophy helps in doing the human study and also
the study about what people do, what kind of issues they faces and how do they deal with them
(Corbin, 2014). Therefore, this kind of philosophy have assisted the researcher in accomplishing
the aim of the research study. Moreover, the interpretivism avoids rigid structural frameworks
and helps in studying the concept from all aspect. Therefore, researcher have identified the
effectiveness of CRM in creating the customer base in Marks and Spencer (Berg, 2014).
Research approach
Research approaches fall under two categories that are inductive and deductive. Inductive
approach is one which works as a broader generalizations and theories based on the specific
observation. On the contrary, deductive method is one which works from more general to the
more specific content which is normally called as top-down approach (Jiang, and Rosenbloom,
2015). In the present study, inductive research approach have been utilized because the
researcher has focused on the specific observation that is CRM effectiveness and then it moved
towards the generalizations that is creation of customer base (Rubin, 2012). The inductive
12

approach have aided the researcher to analyze the logical and psychological aspect of the
research study.
Data Collection Method
Primary and secondary are two types of data collection techniques either of them or
sometimes both the techniques are utilized by the researcher. Primary data are those which are
collected for the first time and these can be gathered through questionnaire survey, interview
method, etc. however, secondary data are those which are already been searched by others
similar to the area of research (Rubin, 2012). This can be collected using the journals,
newspapers, magazines, business reports, etc. In the study of Marks and Spencer, data has been
collected form both primary and secondary data collection method (Coram, 2011). Thus, primary
data has been collected using the questionnaire survey method and secondary data is collected by
using the journals, e-books and many other literature available on the internet or in other books.
This has helped the researcher to find out the clear data and information about the CRM system
from both employees and customers.
Sampling Method
Research is conducted on a sample which is taken out from a target population. There are
several method of sampling such as simple random sampling, systematic sampling method,
cluster sampling and stratified sampling method (Esteves, 2010). In the present study simple
random sampling has been employed and 5 managers of Marks and Spencer has been
approached for accomplishing the aim of the research.
Accessibility Issues
For carrying out the research on Marks and Spencer, 5 managers has been selected. The
researcher have faced accessibility issue because the managers were not easily accessible and the
researcher has to take prior permission before carrying out the research (Esteves, 2010).
Ethical issues
While carrying out the research study in Marks and Spencer by the researcher many
ethical issues have been aroused (Jiang, and Rosenbloom, 2015). Those issues have been ensured
and rectified by the researcher prior completing the research. There are some of the ethical issues
which have been faced by the researcher are as follows:
13

 Issues related with the confidentiality: Issue faced by the researcher regarding the
confidentiality of the information of the participants of the study of customer base. The
researcher promptly dealt with this issue and ensured that every minute information
shared by the respondents are kept confidential (Jiang and Rosenbloom, 2015). Along
with that, researcher also assured that unauthorized access has not been granted to any
other person and storage of data is also secured. Therefore, confidentiality of the
information of the participants has been duly maintained.
 Issue related with the prior approval: While carrying out the research study in Marks
and Spencer, the ethics says that researcher must take approval from the respondents
about their involvement in the study. For this aspect, researcher assured that they have
taken permission from the participants about the inclusion of their views in the study.
Furthermore, this has helped the researcher to carry out the smooth study without any
hindrance of approval (O’Malley and Tynan, 2010). Thus, researcher has took permission
prior carrying out the study. Along with that, while taking approval, researcher also
informed about the nature and purpose of study so that respondents do not possess any
confusion related to the same.
Data Analysis Plan
Qualitative and quantitative are both types of research analyses which are basically used
by the researcher to carry out their study. In this study, the collected data has been analysed
through qualitative analysis (Petersen, 2012). For that purpose, researcher has employed thematic
technique where themes are formed and collected data has been analysed accordingly.
LITERATURE REVIEW
Customer relationship management
CRM is considered as a managerial practice that provides a great assistance to managers
while communicating with the customers. As per the view of Petersen (2012), with an assistance
of the CRM the organization can easily interact with existing and future users. Customer
retention can also be improved through use of CRM. Nowadays the businesses are focused
towards incorporation of technology that assist in accomplishment of organizational objectives.
Pressey and Mathews (2010) has asserted that the CRM tools also facilitate in resolving various
issues that impacts consumers perception in diverse manner. It has been identified that the CRM
14

activities also provides huge scope for the businesses which are directly incorporated with
operational factors. Such as Marketing, sales, orders and operational supports (Pressey and
Mathews, 2010). In addition to this, CRM and marketing activities works in collective manner to
generate leads that can improve sales. Schäfer (2007). has also contended that the CRM practices
is also beneficial for the needs and requirements identification and lead business to impressive
level of success. It also assists in effective design of products and services that can accomplish
objectives in appropriate manner (Schäfer, 2007). It is also advantageous for evaluation of key
market trends which facilitates in designing of strategy.
Moreover, Swift (2011) has critically explained that the organization can perform CRM
activities through use of different communication sources. Classification of sources can be as
television, magazine, radio, internet, hoarding and newspaper (Swift, 2011). It also plays a key
role in improving relationship the customers for positive developments within organization.
Further, improvement in relationship aspects also provides a support to customer services.
Problems and quires of clients can be resolved in appropriate manner. Swift (2011) has also
contended that it essentially facilitates in development of the various factors that can increase
morale of customers to repurchase the product and services.
Customer base and its relationship with customer buying behaviour
According to Swift (2011), customer base is considered as a team of service users which
focuses on the repetitive purchase of products and services in order to meet their requirements.
However, service user base needs to be considered as a significant factor because it helps in
generating more revenue (Schäfer, 2007). In addition to customer buying behaviour, it can be
said that the examination of attitude and perception of individual towards products and service.
In order to improve customer base, it is essential for business firm to understand customer
buying behaviour. Schäfer (2007) has asserted that it cover factors like social, psychology, etc.
By focusing on these kinds of practices the business entity can easily accomplish motive of
customer base improvement. For example, organisation is targeting social and psychological
needs of customers in appropriate manner (Pressey and Mathews, 2010). It will enhance the
morale of service user to buy goods and services which will have direct positive influence on the
customer base.
As per the view of author, buying behaviour includes detailed information about number
of intrinsic elements of users that includes learning pattern, motivators, perception and
15

personality. It has been identified that the customer relationship can be improved through
understanding customer buying behaviour (Petersen, 2012). It also indicates that the customer
base have great relationship with customer buying behaviour. However, the O’Malley and Tynan
(2010) has contended that the customer buying behaviour can also influence the customer base in
negative manner. For example, the customer is having negative buying behaviour towards
purchase of Marks and Spencer products and services (O’Malley and Tynan, 2010). It will
influence customer base in negative manner and impact the overall success of the organisation.
With an effective understanding of the customer buying behaviour the organisation can easily
interpret the needs and requirement of the clients (Jiang and Rosenbloom, 2015). It also provides
an assistance in producing products and services according to requirements so that customer base
can be improved in diverse manner.
Factors affecting customer buying behaviour
According to Jiang, and Rosenbloom (2015), there are number of factors that can
influence the perception of customers and their buying behavior. It is essential for business firms
to ensure about the customer attitude towards products and services for better development
opportunities (Hill, Roche and Allen, 2007). In other aspect, it can be stated that the proper
management of factors that can impact overall development of the organization.
In addition to this, it can be explained that the cultural factors are one of most essential
factors for the organization because it influences customer buying behavior in different aspects.
Every customer has diverse cultural needs as per their groups. Esteves (2010) has contended that
it plays vital role in the decision making process. In this, it is also essential for management to
consider family, cultural environment, religion and social class as significant aspects (Esteves,
2010). It is essential for the management of business firm to ensure that they are promoting
products and services in appropriate manner with a consideration of the relevancy to culture. It
helps in attracting more and more customer's and accomplish goals in desired form (Coram,
2011). As per the view of Coram (2011), social aspects are referred as combination of various
factors that influences the buyer behavior. Classification of the elements can be as age, place,
work, hobbies, etc. Any kind of changes in these factors influences the development
opportunities because it affects customer perception. Moreover, personal factors also have great
influence on the decision making process of the individual (Coram, 2011). Friend circle and
other social members also impact the customer perception in negative manner. Person age, sex
16

and income class also need to be considered as critical aspect in order to understand the buyer
behavior and lead business to impressive level of success.
CRM influence on customer base
As per the view of Chaturvedi (2009), CRM is considered as a process that helps in
building strong relationship with customers. Business organisations can easily understand the
needs and expectations of clients and design products to accomplish them. These kinds of
development due to CRM increases the sales which have direct influence on the customer base
(Chaturvedi., 2009). With an assistance of this, the management can easily access significant
information about clients. It renders an information about customer expectations so that services
can be provided in appropriate manner. Bell (2010) has stated that quality of products and
services can also be improved through assistance of CRM system because it renders different
types of information about product. These kinds of improvement attract more customers to
purchase products (Bell, 2010). Advancement in sales aspects is beneficial for enhancement of
customer base.
DATA ANALYSIS
Theme 1. Does your organisation focuses on CRM practices
17
Yes No
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Does your organisation focuses on CRM
practices
Column B

As per the above statical statement, it can be interpreted that the management of Marks
and Spencer is focusing effectively on CRM practices to strengthening the customer base.
Majority of respondents has said that organisation is effectively considering CRM practices and
it helps business in various developments. In addition to this, company needs to focus on
continuous improvement of CRM practice so that potential growth can be accomplished in
appropriate manner. Advancement in CRM tools and techniques is beneficial for attracting more
and more customers and achieve growth opportunities in the competitive market. Market share
can also be enhanced through use of CRM practices.
Theme 2. CRM allows to attain information about customer needs and requirements
On the basis of above graph, it is evident that majority of respondents percept that the
CRM allows business to attain information about customer needs and requirements. Out of 5
managers of Marks and Spencer the two has said that they are strongly agreed with the statement
because the information attained through CRM has improved their departmental performance
and helps in identification of customer needs. Moreover, only one has stated that he is totally
disagreed with the concept. Rest of two are in the favour of agree and neutral aspects. It clearly
indicates that the business firm needs to strengthen its CRM so that data about customers can
properly acquired and access it for further developments.
Theme 3. CRM helps in building strong relationship with customers
18
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree
0 0.5 1 1.5 2 2.5
CRM allows to attain information about
customer needs and requirements
Column B

As per the consideration of above pie chart, it can be analysed that the CRM helps in
building strong relationship with customers. In other aspect, majority of managers of Marks and
Spencer percept that with an assistance of CRM practices they can maintain their relationship
standards with clients and lead business to impressive level of success. Out of five respondents
the three of them has said that they are in the favour of the statement and rest of two are in the
against for the same. It clearly reflects that the company needs to perform relationship building
activities in order to enhance relationship aspects with clients. Moreover, the company also
needs to share information about CRM system among members in appropriate manner so that
goals can be accomplished.
Theme 4. CRM practice of Marks and Spencer increases sales of products and services
19
20%
40%
20%
20%
CRM helps in building strong relationship
with customers
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree
60%
40%
CRM practice of Marks and Spencer
increases sales of products and
services
Yes
No

From above graph, it is cleared that company is effectively focusing on the CRM
practices to improve overall performance. In addition to this, the pie chart reflects that the
majority of respondents are agreed with the statement that CRM practice of Marks and Spencer
increases sales of products and services. Out of five managers of Marks and Spencer the three
has stated that the organisational sales has improved with an assistance of CRM tools and
techniques. On the other side, two are not in the support of the statement, it means the
management needs to implement activities that can enhance overall sales and lead business to
impressive level of success. Assistance of various sales techniques is also beneficial for the
organisation as it helps in accomplishment of objectives.
Theme 5. Relationships with customers are given great value in your organization
By analysing the responses of consumers, it is found that majority of respondents are
agreed to the statement that relationships with customers are given great value in Marks and
Spencer. With this, it is found that managers gains information regarding customers which
essentially helps in attracting more customers towards products and services. Out of five
respondents the four has stated that the organisation is considering customer relationship as
significant factor for better growth. It can be state in this context that face to face interaction with
customers helps in building strong relationship with clients and lead business to better
opportunities.
20
Yes No
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Relationships with customers are given great value
in your organization
Column B

Theme 6. What do you feel about the company’s promotional activities of attracting new
customers and retaining old ones
From the above table, it has been found that company's promotional activities is playing
key role in success of organisation. In other aspect, it has been interpreted that the Marks and
Spencer is using effective promotional activities that attracts potential customers and transform
them into loyal ones. It is beneficial for improvement in customer base and attaining competitive
advantage in the market. Most of the respondents has stated that they think promotional activities
adopted by firm is extremely good or good. As statics indicates that the out of five respondents
the 2 are in support of extreme good and 2 in favour of good. Company can introduce innovative
styles of promotion in order to attract more clients and enhance customer base.
Theme 7. How useful is CRM from business performance perspective
21
Extreme good
Good
Improvement required
0 0.5 1 1.5 2 2.5
What do you feel about the company’s promotional
activities of attracting new customers and retaining old
ones
Column B

With above statics, it is analysed that from the business performance perspective the
CRM is very useful for the organisation. It has been evaluated in the statics that out of five
respondents the three has said that it helps management in extreme manner which impacts
positively on the business performance. Rest of two are in the favour of very useful or moderate
useful so management can also perform training activities so that CRM tools can accessed in
appropriate manner to boost work performance. It has been evaluated that the CRM increases the
sales that increases the morale of employees and lead business to various developments.
Theme 8. How often you collect data through CRM
22
60% 20%
20%
How useful is CRM from business
performance perspective
Extreme
Very
Moderately
Slightly
20%
60%
20%
How often you collect data through
CRM
Yearly
Monthly
weekly

As per the consideration of the above pie chart, it has been interpreted that the CRM tools
are also being used by managers to access the significant information that helps in decision
making process. It has been identified that out of five respondents the three has stated that they
uses CRM practice for data collection on the monthly basis. They design their month plan on the
basis of information. Sales manager of Marks and Spencer has concluded that sales division uses
CRM on weekly basis for effective design of sales strategies. It facilitates in effective
accomplishment of goals and objectives.
RECOMMENDATION AND CONCLUSION
As per the above statements, it can be recommended that the management of Marks and
Spencer can focus on adaptation of various technological tools so that effectiveness of CRM can
be improved. It has been identified that the business firm can also consider feedback system
improvement as critical factor for CRM advancement. Effective tracking system can be
improved to understand the effectiveness of the CRM and sales services. Moreover, training and
development program can also be organized for enhancement in the CRM practices. It will lead
business to various developments within organization and helps in attaining competitive
advantages.
In order to understand the concept of CRM the researcher can focus on carry out further
studies such as significance of CRM practice in development of brand image. It will provide
understanding about significant factors that need to be consider during CRM activities. Study on
technological changes in regard to CRM is also beneficial to interpret the CRM techniques. It
will assist in effective use of various technological tools that can enhance effectiveness of CRM.
Moreover, the above statements also concluded that the CRM plays vital role in
strengthening the customer base of Marks and Spencer. It has been identified that there are
number of CRM techniques that organization uses for continuous improvement in sales. It also
facilitates in building strong relationship with customers. It is also evident that CRM allows
business to attain information about customer needs and requirements. In addition to this,
customer buying behaviour also need to be considered as critical factor because it influences the
CRM practices in diverse manner. It is essential for designing of tools and activities as per
evaluation of clients needs and requirements. It leads business to impressive level of success. It
23

has been found that company's promotional activities is playing key role in success of Marks and
Spencer.
24

REFERENCES
Books and Journals
Ackroyd, J., 2012. Research methodologies. Trentham Books.
Bell, J., 2010. Doing Your Research Project. 5th ed. McGraw-Hill International.
Berg, B.L., 2014. Qualitative research methods for the social sciences. Boston, MA: Pearson.
Bertrand, J. and Fransoo, J.C., 2012. Operations management research methodologies using
quantitative modeling. International Journal of Operations & Production Management.
22(2). pp.241-264.
Buttle, F., 2009. Customer relationship management: concepts and technologies. Routledge.
Chaturvedi., 2009. Customer Relationship Management. Excel Books India.
Chilisa, B., 2011. Indigenous research methodologies. Sage Publications.
Cobb, P., 2013. Design experiments in educational research. Educational researcher. 32(1).
pp.9-13.
Cooper, D.R., 2006. Business research methods.
Coram, S., 2011. Rethinking Indigenous Research Approval - The Perspective of a ‘Stranger’.
Qualitative Research Journal. 11 (2). pp. 10-13.
Corbin, J., 2014. Basics of qualitative research: Techniques and procedures for developing
grounded theory. Sage publications.
Esteves, J., 2010. Research Methodology for Business and Management Studies. Academic
Conferences Limited.
Fader, P.S., 2009. Probability models for customer-base analysis. Journal of interactive
marketing. 23(1). pp.61-69.
García-Celay, I.M. and León, O.G., 2007. A guide for naming research studies in Psychology.
international Journal of clinical and Health psychology. 7(3). pp.847-862.
Hill, N., Roche, G. and Allen, R., 2007. Customer Satisfaction: The Customer Experience
Through the Customer's Eyes. Sage.
Jiang, P. and Rosenbloom, B., 2015. Customer intention to return online: price perception,
attribute-level performance, and satisfaction unfolding over time. European Journal of
Marketing. 39(½). pp.150–174.
25

King, S.F. and Burgess, T.F., 2008. Understanding success and failure in customer relationship
management. Industrial Marketing Management. 37(4). pp.421-431.
Krasnikov, A., 2009. The impact of customer relationship management implementation on cost
and profit efficiencies: evidence from the US commercial banking industry. Journal of
Marketing. 73(6). pp.61-76.
Kumar, V., 2010. Customer relationship management. John Wiley & Sons.
Ngai, E.W., 2009. Application of data mining techniques in customer relationship management:
A literature review and classification. Expert systems with applications. 36(2). pp.2592-
2602.
O’Malley, L. and Tynan, C., 2010. Relationship marketing in consumer markets – Rhetoric or
reality?. European Journal of Marketing. 34(7). pp.797 -815.
Petersen, J., 2012. Statistical Methods in Customer Relationship Management. John Wiley &
Sons.
Pressey, A. and Mathews, B., 2010. Barriers to relationship marketing in consumer retailing.
Journal of Services Marketing. 14(3). pp.272 -285.
Preuss, L., 2009. Ethical customer service practice: Prevalence, content, limitations. Journal of
Business Ethics. 88(4). pp.735-747.
Richards, K.A., 2008. Customer relationship management: Finding value drivers. Industrial
marketing management. 37(2). pp.120-130.
Ritchie, J. and Lewis, J., 2013. Qualitative research practice: A guide for social science students
and researchers. Sage.
Rubin, D.B., 2012. Matched sampling for causal effects. Cambridge University Press.
Schäfer, M., 2007. The Importance of Customer Relationship Management in the Automotive
Supply Industry. GRIN Verlag.
Sehdev, A.E.S., 2011. Comparative analysis of sampling methods for grossing radical
prostatectomy specimens performed for nonpalpable (stage T1c) prostatic
adenocarcinoma. Human pathology. 32(5). pp.494-499.
Swift, S. R., 2011. Accelerating Customer Relationships: Using CRM and Relationship
Technologies. Prentice Hall Professional.
Wiersma, W. 2015. Research methods in education: An introduction. Sage.
Online
26

Bitner, M., Faranda, R. W. and Hubbert, R. A., 2007. Customer contributions and roles in
service delivery. [pdf]. Available through:
<http://areas.kenan-flagler.unc.edu/marketing/facultystaff/zeithaml/selected
%20publications/customer%20contributions%20and%20role%20in%20service
%20delivery.pdf> [Accessed on 12 April 2016].
Naik, K., Gantasala, B. S. and Prabhakar, V. G., 2010. Service Quality (Servqual) and its Effect
on Customer Satisfaction in Retailing. [pdf]. Available through:
<http://lms.ctu.edu.vn/dokeos/courses/KT321/document/LUOC_KHAO_TAI_LIEU/
chat_luong_dich_vu_va_su_hai_long_cua_dv_ban_le.pdf> [Accessed on 12 April 2016].
27

APPENDIX
1. Does your organisation focuses on CRM practices
 Yes No
2. CRM allows to attain information about customer needs and requirements
 Strongly agree
 Agree
 Neutral
 Disagree Strongly Disagree
3. CRM helps in building strong relationship with customers
 Strongly agree
 Agree
 Neutral
 Disagree Strongly Disagree
4. CRM practice of Marks and Spencer increases sales of products and services
 Yes No
5. Relationships with customers are given great value in your organization
 Yes No
6. What do you feel about the company’s promotional activities of attracting new customers
and retaining old ones
 Extreme good
 Good Improvement required
7. How useful is CRM from business performance perspective
 Extreme
 Very
28

 Moderately Slightly
8. How often you collect data through CRM
 Yearly
 Monthly
 weekly
29