Exploring CRM Software's Impact on Asda's Retail Operation System

This report examines the impact of CRM software on the operational system of Asda, a major retail company. The study begins with a project management plan, including background information, research aims, and objectives, followed by a work breakdown structure and Gantt chart. The research ...Read More

Managing a Successful Business
Project
1

TABLE OF CONTENTS
PART 1............................................................................................................................................3
Project management plan.......................................................................................................3
P1. Background of study........................................................................................................3
Research Aim: To explore the impact of CRM software on operation system of retail industry-
A study of Asda......................................................................................................................3
Research Objectives...............................................................................................................3
P2. Project management plan.................................................................................................3
P3: Work breakdown structure and Gantt chart.....................................................................5
PART 2............................................................................................................................................6
P4: Small-scale research by through qualitative and quantitative research...........................6
Research Philosophy..............................................................................................................6
Research Design.....................................................................................................................6
Research Approach.................................................................................................................7
Data Analysis:........................................................................................................................7
Sampling:................................................................................................................................8
PART 3............................................................................................................................................8
Performance Preview.......................................................................................................................8
P5: Analysing Research..........................................................................................................9
P6: Recommendation:..........................................................................................................17
P7: Reflection:......................................................................................................................17
REFERENCES:.............................................................................................................................19
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PART 1
Project management plan
P1. Background of study
CRM software is a way to approach loyal customers and interact with and collect potential
information to maintain business relationships and increase profitability. It compiles various
communication channels through email, live chat, social media and telephone. Through CRM
system, Asda maintains its operations system effectively and targets its audience through an
effective way (Alvesson and Sköldberg, 2017). It displays products through software and update
its information on websites. It uses CRM software especially in operation department for various
activities in order to increase sales and productivity. CRM software is directly connected with
business intelligence system and improve its user's experience and provide standardised solutions.
Asda uses this software to focus so that it can achieve customer support rapidly. CRM consists of
marketing, service and sales automation. Data collected from customer is examined by managers
through techniques like correlation, pattern recognition and data mining. It is used to understand
the basic needs of customers.
Research Aim: To explore the impact of CRM software on operation system of retail industry- A
study of Asda
Research Objectives
 To understand the significance of CRM in company
 To identify the effectiveness of CRM software on operation system of Asda
 To evaluate the impact of CRM software for future use in operation system
 To recommend the strategies of CRM system for better use
P2. Project management plan
Project management constraints consist of time, scope and cost. These are known as
triangle. It’s costing should not exceed while delivering. It should reach the agreed scope. It should
follow requirements of customers and meet their quality (AMIR, 2016). Costs, scope, time,
quality, communication, risk are its important variables. According to project management
triangle, two customers can never have same demands related products.
3

Cost- Considering the cost of project products of are fixed ad they are ready to pay certain amount
of money for a specific or fresh product. Its scope is also reduced if project's cost is minimized or
time is increased. Thus, cost of all projects is related to time and scope. Cost of projects increases
if more people are added in the project. Thus, to launch a project for new date, some features are
put into new phase and features of the product are removed.
Time- More important constraint in project is time. It is famous saying that time is money so a
project always carries a deadline with it (Antwi and Hamza, 2015). When project's time is reduced,
its cost is increased and scope is reduced. Thus, budget increases while pushing the final delivery
date.
Scope- It is understood from starting or either not fully defined. Its scope is increased if its cost
rises or time is broadened up. Therefore, many projects fail too. There has to balance in each
constraint of project management plan. If scope is not there then quality is reduced.
Quality- Quality of project has to be there to increase the cost. If quality is reduced then its scope
is also not there among customers. They won't pay attention to projects. Its cost will be reduced.
So, its quality is directly related to increase and decrease the cost of project.
Risk: To launch any project, risk is always involved with it. It has risk of failing in the market. It
involves budget, delivery time and possible frequency of occurrence (Aromataris, et.al., 2014).
Thus, managers should be aware of upcoming impacts of projects while launching in the market.
They should monitor and review the risks continuously.
Communication: It is an important constraint of project management plan. Good communication
skill is required among employees to understand the projects properly. It reduces risks of failing in
the market (Creswell and Creswell, 2017). It clears goals of projects and sharing of ideas are there
among them.
Resources: Availability of resources is important in company. Inadequacy increases time and thus,
its budget is also increased.
Task Name Duration Start Finish Predecessors
finding the investigation
topic 1 day Wed 7/4/18 Wed 7/4/18
framing research problem 3 days Thu 7/5/18 Mon 7/9/18 1
setting times and activities 3 days Tue 7/10/18 Thu 7/12/18 2
secondary research 4 days Fri 7/13/18 Wed 7/18/18 3,2
choosing appropriate
method to conduct research 4 days Thu 7/19/18 Tue 7/24/18 4
4

identifying cost with each
activity 2 days Wed 7/25/18 Thu 7/26/18 5,4
preparing questionnaire 3 days Fri 7/27/18 Tue 7/31/18 6
analysing the collected data 5 days Wed 8/1/18 Tue 8/7/18 7,4
evaluating the results 3 days Wed 8/8/18 Fri 8/10/18 8,6
making judgement and
recommendation 5 days Mon 8/13/18 Fri 8/17/18 9
reflection 2 days Mon 8/20/18 Tue 8/21/18 10,9
Modification as per
feedback 2 days Wed 8/22/18 Thu 8/23/18 11
day of submission 1 day Fri 8/24/18 Fri 8/24/18 12,11
P3: Work breakdown structure and Gantt chart
5

PART 2
Project logbook
Project Logbook for the chosen organisation:
Name of the learner: Name of the Supervisor:
Project Title: Date:
Update of weekly research/ tasks achieved
(Account for a minimum of six weeks with
dates)
➢ What have you completed?
➢ Did you fulfil Task requirements?
➢ Are you on track and within deadlines set?
➢ Did you need to make any changes to your
project management plan?
 I have competed all assigned activities
during assigned tenure of 38 days. To
accomplish it, I have framed project
management plan as cost, quality,
resource and time etc.
 Yes, I have full fill the all requirement
by conducting data analysis and its
thematic presentation.
 Yes, I am on track with set deadline of
each task.
 No, I don't to want to make any
changes in project management plan.
Any risks and / or issues identified?
➢ Did you identify risks/issues with a lack of
 The one risk I have identified is lack
of knowledge of employees in
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skills required for undertaking research tasks?
➢ Did you identify any additional risks/issues
that have an impact on the project
management plan?
undertaking technical advancement.
 The unskilled employees are major
threat to undergoing project
management activities effectively.
Problems encountered
➢ What barriers did you face?
➢ How did you overcome them?
 I was having barrier in terms to collect
perception of each respondents. It took
long time.
 I overcome with by distributing work
to other so that information can be
collected within set deadline.
New Ideas and change of project direction
What Have I learnt about myself this week?
➢ How did I feel when I had to deal with
tasks/problems?
➢ Did I find it useful to complete the tasks?
➢ How well have I performed? What did I
contribute?
➢ What can I improve on next week?
➢ How might this learning apply in the
future?
 I have learnt that by giving deadline to
each task, it is possible to
accomplished result on time.
 Yes, with help of it, I am able to
gained depth knowledge.
 In my perception, I have performed
well by breaking down each task
effectively.
 The learning about technology will
help me to identify importance of
innovation.
Tasks planned for next week
➢ Which tasks are priority?
➢ Have you set aside sufficient time for
completion?
The priority was to set project management
plan, that was my top most priority so that I
can conduct project activities effectively.
The set deadline was sufficient for me to
accomplish desire task.
Project plan status to date (on, ahead, behind)
Supervisor comments to address
Signature of the Supervisor and date:
7

P4: Small-scale research by through qualitative and quantitative research
Research Philosophy
Research philosophy is used to get details in economic and business thesis. It includes
pragmatism, realism, positivism and interpretivism. Philosophical classifications have some
reasons which should be available. Implications of research strategy should be properly discussed
and primary data should be collected. It should be gathered and analysed in a proper way.
Researchers mainly prefer Interpretivism for data analysis. Its examination is done in depth
and small-samples are taken while collecting data. In positivism, large samples are used which are
highly structured (Cypress, 2017). All measurements are done on quantitative method. However, it
can be used for qualitative purpose too. Investigations done in Interpretivism are qualitative in
nature. Practical implications decide the choice of research philosophy. It is important to
differentiate focus on the numbers and facts like examining influence of FDI on GDP growth rate.
There has always been a debate in between positivism and interpretivism. But researchers choose
interpretivism for further research.
Research Design
Designing of researchers include analysis of data with a general plan with some questions.
It is divided into sub-categories i.e. conclusive and exploratory. It is the method to answer all
questions for general plan. Specific areas are analysed in exploratory while clear data is needed in
conclusive research (Davis,2017). In this, data is structured while in exploratory method, it is open
and vague. Purpose of designing in exploratory is to create insights for a situation and information
here collected is flexible. While in conclusive method, data collected is rigid with well laid out
structure. It is quantitative and formal and justify insights and help in selection of any course of
action. Descriptive and causal are two categories of the conclusive research. Cause and effect
relationships are used to conduct causal research design. Various elements of phenomenon are
described in the descriptive method (Mertens, 2014). It involves mainly explaining, describing and
validating research findings. Researchers mainly use descriptive method for their aim.
Research Approach
Research approach can be described as the way in which researchers organise their
evaluation further. They prepare a plan and focus on the validity of research. There are two types
of approaches namely inductive and deductive research approach. Inductive approach untested
8

conclusions are drawn through known premises. It starts from specific to general data collection.
Collected data is used to explore themes, create conceptual framework and a particular framework.
It doesn't involve any kind of conceptualization of hypothesis. Researchers mainly prefer inductive
approach for their work (Ormston, et.al., 2014). Theory is properly generated and build up. While,
hypothesis is related to active theories to measure propositions in deductive research approach.
Here, conclusion must be authentic and justification of theory should be there. Data is generalised
from general to specific. Present report is focussing on the impact of CRM software in which
inductive approach is used for observing its significance and effectiveness
Data Analysis:
Data analysis is done through qualitative and quantitative methods. Interviews,
experiments, surveys and focus groups are involved in qualitative method. Proper response is to
obtain proper responses and identify general patterns so that objectives and goals can be easily
achieved. Quantitative method involves interpretation of numbers and figures and critical
examination of information collected (Rahmah, 2017). Discussion, controversies depending on
common patterns are involved in the absence of primary data collection. Qualitative data analysis
includes content analysis, narrative, discourse and framework analysis. To formulate a particular
theory analysis of single case is used. In discourse method different types of talks are included
while in content analysis behavioural or verbal data is summarized to tabulate. Researchers
generally aim for qualitative technique. In quantitative method there is calculation of differences
and frequencies between variables. Here hypothesis is generally supported or rejected through
findings.
Sampling:
Sampling is a method where a segment of population is taken to study. This is done
because there is large population so a sample of population which have similar interest.
Researchers do not have any other option left because a large size of population is there so they
have to select a sample from larger populations. There are many advantages of sampling like it
saves costs and results derived are accurate from collection. It further provides opportunity to
quicken way of primary data collection (Bianchi and Andrews, 2015. Investigating marketing
managers' perspectives on social media in Chile. Journal of Business Research. 68(12). pp.2552-
2559). It manages size and type of research. There are two types sampling method namely
probability and non-probability sampling. Probability involves multistage, stratified, simple and
9

cluster work. Researchers prefer this method usually. Non-probability sampling involves self-
selection, quota and volunteer type of work. There is process of sampling which involves defining
a target population, then choosing a list from that targeted people and then method is applied. A
sample of 20 employees would lead the research.
PART 3
Performance Preview
1. What was the Project supposed to accomplish?
The main was “To explore the impact of CRM software on operation system of retail
industry”.
2. Did the project succeed in its aim/ how do you know? Specifically, please outline any
evaluation and assessment undertaken.
Yes, it is succeed, I cam to know about it by conducting questionnaire survey and they
responded positively.
3. What things do you think worked well and why? Evaluate all aspects of the project
(e.g. initial inception, project activities and project outcomes) from a range of
perspectives.
To conduct project successfully, it is essential to ensure about following things as are-
1. The initial stage of project need to be well framed so that other activities can be
undertaken effectively.
2. The activities will be undertaken effectively so that desire objectives can be achieved.
4. What problems emerged during the project and how were they tackled? Was there
timely identification of issues and resolution during the project process?
The problem I have faced is related to collect response of each respondent, it was time
consuming and typical task for me. To get rid of it, I have distributed this task among few
individual to get it on time.
5. What did you learn from undertaking the project?
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I have learnt that by prioritising the task and to set deadline I am able to accomplish
things effectively.
6. How would you rate your performance as a management consultant leading the
project?
I will rate my self as 9 out of 10.
7. What strengths and weaknesses of your performance did you identify?
My strength- I was so passionate about this task because it has helped to developed my
knowledge about it.
Weakness- Sometimes, I was in incapable of completing task on set deadline.
8. How will this inform and support your continuous professional development?
It is process that works as to tracking, documenting the skills, knowledge in order to gain
formal and informal data.
Project Logbook
Name:
Project Title:
Date:
Weekly research or tasks attained
1. What types of tasks completed? Are the activities completed on set deadline?
Any issues or risks identified?
Fulfilment of activities?
All the activities were completed properly on set time.
Variables like cost, quality, scope and risk are considered for the success of project.
2. Any additional risks were identified and what are their impacts on project management
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planning?
Another risk that is identified is related to technological factor and communication skills among
employees.
Current problems
These are inefficient employees and irregular sessions of them which should be conducted
properly.
3. How did you overcome challenges faced during tasks performed?
Tasks was properly managed through innovative ideas of employees and proper time
management.
4. What all important things I have discovered about myself?
Most incredible thing I have discovered is that I collected useful and meaningful data and I have
good investigating skill.
P5: Analysing Research
Name
Age
gender
1.Is CRM software cost-effective to Asda?
 Yes
 No
 May Be
2.Are you compatible with CRM software of the company?
 Highly agree
 Agree
 Natural
 Disagree
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 Highly disagree
3. Does CRM software help in fulfilling the demands of customers on time?
 Highly agree
 Agree
 Natural
 Disagree
 Highly disagree
4. What is the benefits of CRM system?
 Cost effective
 Time saving
 Other
5 Does CRM software helps in maintaining relationship with customers effectively?
 Highly agree
 Agree
 Natural
 Disagree
 Highly disagree
6. Is there any negative impact of this software on Asda?
 Highly agree
 Agree
 Natural
 Disagree
 Highly disagree
7. Does CRM software boost up employees' strength and make environment friendly?
 Highly agree
 Agree
13

 Natural
 Disagree
 Highly disagree
Theme 1: CRM software cost-effective to Asda
1.Is CRM software cost-effective
to Asda?
No. of
respondents Percentage
 Yes 15 75
 No 3 15
 May Be 2 10
 20 100
Interpretation:
From above analysis it can be interpreted that out of 20 people only 15 thinks that CRM is
cost effective to Asda. Others have negative view regarding this topic. While 3 people are not sure
about the views. Thus, majority of people think that it can be is applied to build up customer
relationship. It should be cost-effective for company so that its budget could not get affected.
Theme 2 Compatible with CRM software of the company
14
15
3 2
20 1
2
3
4

2. Are you compatible with CRM
software of the company?
No. of
respondents Percentage
 Highly agree 5 25
 Agree 8 40
 Natural 3 15
 Disagree 2 10
 Highly disagree 2 10
 20 100
Interpretation:
It is necessary that CRM software applied should be compatible with employees. Out of 20
people only 5 are in favour of compatibility. While 8 people only agree that employees should be
fully flexible and comfortable with the software. 2 persons have negative views regarding this
topic while other 2 persons highly disagree and are of traditional values. Thus, the percentage of
people who are in favour of compatibility is 25%. People who have negative point of view are
10%. Thus, majority of people are just 8 and percentage is 40.
Theme 3 CRM software help in fulfilling the demands of customers on time
3. Does CRM software help in
fulfilling the demands of
customers on time? No. of
respondents Percentage
 Highly agree 5 25
 Agree 6 30
 Natural 2 10
 Disagree 4 20
15
5
8
3 2 2
20
1
2
3
4
5
6

 Highly disagree 3 15
 20 100
Interpretation:
It can be analysed from the above graph that percentage of people who believes that CRM
software fulfils customer's demand timely is 25%. But majority of people just agree and are not
completely satisfied with the CRM software. They think that its impact on business hinders its
activities and doesn't verify their demands. They do not believe in online conversation. 3 persons
think that it doesn't set up smooth communication between employees and customers. Their needs
and demands are not properly listened up and accepted on time.
Theme 4: Cost effective is the benefits of CRM system
4. What is the benefits of CRM
system?
No. of
respondents Percentage
 Cost effective 10 50
 Time saving 7 35
 Other 3 15
 20 100
16
1
2
3
4
5
6
0 10 20 30 40 50 60 70 80 90 100
Percentage
No. of respondents

Interpretation:
From the above analysis it can be interpreted that out of 20 people 10 thinks that CRM is
mainly cost-effective to Asda. While, 7 employees think that it is time-saving and 3 thinks that it
has some other advantages too. Thus, majority of employees believe in its cost-effectiveness
whose percentage is 50.
Theme 5 CRM software helps in maintaining relationship with customers effectively
5 Does CRM software helps in
maintaining relationship with
customers effectively? No. of
respondents Percentage
 Highly agree 8 40
 Agree 7 35
 Natural 2 10
 Disagree 2 10
 Highly disagree 1 5
 20 100
17
50
35
15
100 1
2
3
4

Interpretation:
From above interpretation it can be interpreted that majority of people are in favour of
CRM software that maintains good relation with customers. They think that it keeps complete
record of business-customer communication and helps in providing prompt response to any query.
It helps in building various communication channels at one platform. 2 persons have negative
views about this software and recommend not to use it for business activities. Only single person
recommends that it never records conversation of customer which is doesn't fit according to
modern era.
Theme 6: There is no negative impact of this software on Asda
6. Is there any negative impact of
this software on Asda?
No. of
respondents Percentage
 Highly agree 5 25
 Agree 3 15
 Natural 1 5
 Disagree 4 20
 Highly disagree 7 35
 20 100
18
8
7
2
2 1
20
1
2
3
4
5
6

Interpretation:
It can be interpreted that out of 20 people 5 persons think that there are some negative
aspects of CRM software. Though it helps in building relationship and decision-making tasks but
if incorrect data is used then by the company it can generate difficulties regarding customer's
requirements. 3 persons only agree and don't have any valid reasons. On the other hand, 7 persons
totally disagree and are in favour of CRM software.
Theme 7: CRM software boost up employees' strength and make environment friendly
7. Does CRM software boost up
employees' strength and make
environment friendly? No. of
respondents Percentage
 Highly agree 5 25
 Agree 8 40
 Natural 2 10
 Disagree 3 15
 Highly disagree 2 10
20 100
19
1 2 3 4 5 6
0
10
20
30
40
50
60
70
80
90
100
5 3 1 4 7
20
No. of respondents
Percentage

Interpretation:
According to the above table it can be analysed that only 5 people recommend CRM
software for Asda. 8 persons believe that it helps in making the environment of company friendly
and strengthen up morale of employees. It creates empowers team spirit of the company and helps
in decision making. Huge amount of information collected is used to know the basic needs of
customers in proper way. Through this process best appropriate data of customers are gathered and
their expectations are met.
P6: Recommendation:
It can be recommended that CRM software can be used for interacting with customers in
the best suitable way. It can be used in service, inventory and marketing department widely. It can
help in tracking quantity levels of stock, pace of sale, identifying customer purchasing patterns,
email-marketing, promotion of management through campaigns. In future it helps in bringing all
kinds of programs together and maintains customer loyalty base. CRM programs also helps in
identifying insights and trends of business. It can be used in Asda to keep track on sales record.
Different aspects of workflow are analysed. Thus, it helps in accessing information in easy way
and manages task appropriately.
P7: Reflection:
From this report I have learned that CRM is very effective to retain and acquire more
customers. It increases profitability of Asda firm. Operational department of Asda includes service
20
5
8
2
3 2
20
1
2
3
4
5
6

department, supply chain management, product and quality assurance, finance and IT departments.
All these departments use CRM software to their best level. Through this, customer satisfaction
can be easily achieved. Asda's prime focus is on customer and its effectiveness can be seen by
increasing the sales of Asda. CRM software is able to maintain loyal customer and perceive
customer base line. I have learned that various sessions are required to train employees. Managers
of Asda makes use of digital technology to much extent. Relationship between employees and
customers are strengthened up. There should be availability of budget for proper implementation
of software. I think that perfect strategies and methods should be applied to get positive results. It
has many functions and for better productivity and performance customers are properly integrated.
It helps leaders and managers to track sales, productivity and thus increases profitability. CRM
software helps in discovering new ideas for marketing and sales team. Thus, it helps in increasing
efficiency of Asda and customers respond quickly and promptly.
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methods approaches. Sage publications.
Cypress, B.S., 2017. Exploring the philosophical, paradigmatic, conceptual-theoretical
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Davis, J.B., 2017. Agent-Based Modeling's Open Methodology Approach: Simulation,
Reflexivity, and Abduction.
Mertens, D.M., 2014. Research and evaluation in education and psychology: Integrating diversity
with quantitative, qualitative, and mixed methods. Sage publications.
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