Knowledge Exchange Project: CRM Implementation for Aldi - Outline

This presentation outlines a knowledge exchange project focused on implementing a CRM system for Aldi, a global retail supermarket chain. The project aims to improve customer satisfaction by reducing complaints through an effective CRM system. It begins with an overview of Aldi, its structure, and its global presence. A literature review discusses the impact of technology and CRM planning processes, stakeholder communication, and budget considerations. The project objectives include improving customer satisfaction and organization effectiveness. The research employs an interpretivism philosophy and qualitative research type, utilizing primary and secondary data collection with thematic data analysis and random sampling. The project execution plan includes identifying the research topic, reviewing literature, designing questionnaires, data collection and analysis, and a final submission. The presentation also includes project timelines and references to support the research.

Knowledge Exchange
Project

OUTLINE
 In this presentation it will be described about overview of Aldi company and how they
will be able to implement CRM system to enhance customer satisfaction.
 Besides that, what method will be used to complete project.

Overview of chosen company
Aldi is a retail super market chain that operate at global level in 20 countries.
It was founded by Karl and Theo in 1946.
The company is divided into two groups that is Aldi north and south. The headquarter of
company is in Essen, Germany.
Usually, they provide various grocery and household products (Larkin, 2017). This is a
private firm and there are over 11, 235 stores of company in different countries such as
UK, US, Germany, etc.

Literature review
 The use of technology has transformed way of company operations. It has
provided a platform through which services are being delivered online and there
increase in efficiency as well (Hope, 2016).
The CRM planning process is carried out through specialists within team as such people
have also good understanding regarding CRM implementation as well as work begins to
begin in order to make the system set up more correctly and also the data that migrates.

CONT..
 Communicate the changes to the stakeholder as it is the vital step that must aims to
provides employees clarity on that why one can implementing CRM as well as also
provides employees as an opportunity to gives feedbacks as well as thoughts and also
gives employees time to adjust such changes.
 Clarity must be achieved in order to makes sure that each and every members needs to
make sure about clarity or a clear view regarding what is happening and also how it
impacts their professional life (Larkin, 2017).

CONT..
 Also, Forecast an implementation budget as the cost of getting such thing can be very
high as paying so much for software to waste the employees hours in orders to adds
such features that can be said as overspend.
 CRM also uses training as it can given within several ways as one of the most
successful tends in online, face to face practices as well as having managers that can
also assist their team members (Merks, 2018).

CONT..
 The adaptation of information and communication technology (ICT), or on a broader
spectrum, digital technology, has been discussed in detail immensely.
 It is through the response rate and its efficiency which the small and medium-scale
business operators rely on when the contingences regarding environment comes up
(McIntyre, and Harrison, 2016).
 The rapid the response is dependent upon the information systems management where
the actual business scenarios, expectations and realities takes place.

CONT..
 ICT helps these operators to devise and provide new and innovative products and
services which might include unique features as per the customer’s demand and if there
are any changes required in designing or delivering then all of these are catered
accordingly (Larkin, 2017).
 Retail firms need information technology infrastructure in order to arrange a strong
platform where the business procedures can be carried out easily along with meeting
the requirements of dynamic business environment in which they are playing

CONT..
 A major chunk of the duty of the business owner is reliable on his creative abilities
skills which is continuously polished through knowledge and data
 Digital technology infrastructure is a massive system of computer hardware, software,
data, storage technology, and networks which provides a specific portfolio of shared IT
resources with respect to the company (Hope, 2016).

CONT..
 As declaring the advantages which are intangible such as enhanced productivity as well
as better communication is considered as easy to do and also needs some kind of
planning due to its benchmarks in order to success of firm's strategy as well as also
validates the system's importance.

Project objectives
 Here, the main objective of this project is to improve customer satisfaction by
reducing number of complaints. So, for that an effective CRM system is being installed in
it. This will be useful in enhancing organisation effectiveness as well. The CRM will be
useful in fasting process of solving customer complaints.
 Research hypothesis- Is there relationship between CRM system and customer
satisfaction

Rationale of project
 This project will help in finding out how CRM system can be implemented by Aldi and
how it will benefit in solving complaints. Besides that, it will show how CRM improve
customer satisfaction and help in retaining them.

METHODS
 Research philosophy – It gives an overview about overall researcher is been done. It
becomes easy for researcher to proceed further after selecting philosophy. In this
Interpretivism philosophy will be used by scholar.
 Research type- It refers to procedure followed in collecting data. Generally, there are
two common research strategies used. These are quantitative and qualitative. For
present study qualitative type is chosen by researcher.

CONT..
 Data collection – Data collection is a process in which information is used from other related
sources to search answers of problems and examine the results. It can be divided into two parts:
primary and secondary data. There are two methods in it that is primary and secondary. Thus,
for current study primary and secondary methods will be used.
 Data analysis – It is a process of interpreting and analysing data to obtain the precise
information. The researcher must be able to analyse data in an effective way so that aim and
objectives will be effectively attained. So, here, thematic data analysis technique will be
chosen.
 Sampling - Sampling is done to filter population for gathering data. This can be done by using
two techniques that is probability and non-probability. Thus, here random sampling will be
used and sample size will be 20 employees of Aldi.

Questions
 How CRM system will help in improving customer satisfaction.
 How customer complaints will be solved through CRM?

Project execution plan
Here, project will be executed with help of conducting a research on CRM
implementation. For that primary and secondary data will be gathered. Also, data will be
analysed and then outcomes are derived from it.

Activity 1 to 2
Week
3 . to
4
Week
5 to
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Week
7 to 8
Week
9 to
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11 to
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Week
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Week
Identify
research topic
Review of
Literature
Drafting
Methodologies
Complete
Proposal
Designing
questionnaire
Collection of
data
Analysing data
and
interpretation
Discussion and
Conclusion
Submission

REFERENCES
Books and journals
 Hope, A., 2016. Creating sustainable cities through knowledge
exchange. International Journal of Sustainability in Higher Education.
 Larkin, M., 2017. The case for a knowledge exchange network (CAREN).
 McIntyre, L.J. and Harrison, I.R., 2016. Knowledge exchange methods in practice:
knowing how to design for older adults. arq: Architectural Research Quarterly. 20(3).
pp.271-280.
 Merks, J., 2018. The Water efficiency paradox: The significance of spatial scale and
knowledge exchange in irrigation water management.

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