BCO6604 Customer Relationship Management: Walmart Case Study Analysis

This report examines Walmart's Customer Relationship Management (CRM) practices, focusing on how the company leverages CRM to enhance customer engagement and satisfaction. It explores the significance of CRM in the competitive retail landscape, highlighting Walmart's use of various meth...Read More

Customer
Relationship
Management
Walmart

Introduction
 Customer relationship management
plays a significant role in order to
beat the competition.
 It is said to be the tool used by
businesses for managing relationship
with the customer (Diffley and
McCole, 2015).
 CRM varies from organisation to
organisation.

 From the best CRM approach, organisation are
able to increase the sales.
 CRM software helps the organisations in
getting the information from different sources.
 IN this way, CRM is also said to be the tool for
engaging customers in huge way

 It collects the data from several technologies by
ensuring proper promotion across all the groups.
 It has CRM stores that tends to keep each
information at one place.
 By understanding the needs and wants of the
customer, it is able to easily conduct the CR.

Importance of CRM
 The major advantage of CRM is that it
helps the organisation to engage their
customers through:
 Methologies
 Combining software
 Internet capabilities
 Applications

 CRM helps the Walmart to address the
complexities related to marketing and sales
management.
 Walmart is able to quickly share the information
as per the needs of the customers (Bilińska-
Reformat and Dewalska-Opitek, 2018).

Walmart CRM implementation
 Call buttons are used by Walmart
employees who have proper knowledge
regarding use of such buttons.
 This prevents the waiting time of
customers by assisting them with the
employees present there (Noe,
Hollenbeck, Gerhart and Wright, 2017).

 Smart Life is also one such technological
advancement done by Walmart.
 Under this technological advancement, big
computer is put on the table.
 Competent employee is appoint who solve the
queries of customers regarding technological
change.

 Walmart has also created Hamsphire Store.
 It helps in making online payment more faster.
 Payment is done with the help of autonomous
mobile cart.
 Store map feature has been created for helping
the customers to gain faster services.

 Store map feature has also helped the Walmart
because it do not have to waste too much time on
telling customers regarding any product.
 Customer retention is also improved with the help
of CRM strategy.
 It also helps it in satisfying customers by
providing them services at right time.

 Walmart has also done the partnership with
Facebook.
 “My Local Walmart” feature has been brought in
the online presence.
 It also tend to use the multi channel as well as
Omni Channel in order to engage effectively with
the customers (Mithas, 2016).

E-CRM of
Walmart
 E-CRM is said to be the maintenance of
customers relationship electronically.
 With the help of E-CRM, companies are
able to provide the faster results to the
customers.
 The best example of E-CRM is the high
technology solution to the customers for
increasing customer loyalty.

Issues linked with CRM
 Stability is the major issue faced due to
CRM.
 There are times companies are not able
to gain the support of staff at the time
of implementation (Wang and Kim,
2017).
 There are times employee do not able to
understand the CRM strategy adopted
by the organisation.

Conclusion
 From the above discussion, it can be
concluded that CRM plays an essential
role in the organisation.
 It assist the organsiation in ensuring
long term relationship.
 Due to the increasing shift of customers
toward technology, it has become
essentila to adopt some technological
measures.

References
 Bilińska-Reformat, K. and Dewalska-Opitek, A., 2018. Relationships of
retail chains with customers–global approach. Studia
Ekonomiczne, 360, pp.50-63.
 Noe, R.A., Hollenbeck, J.R., Gerhart, B. and Wright, P.M., 2017. Human
resource management: Gaining a competitive advantage. New York,
NY: McGraw-Hill Education.
 Wang, Z. and Kim, H.G., 2017. Can social media marketing improve
customer relationship capabilities and firm performance? Dynamic
capability perspective. Journal of Interactive Marketing, 39, pp.15-26.
 Diffley, S. and McCole, P., 2015. Extending customer relationship
management into a social context. The Service Industries
Journal, 35(11-12), pp.591-610.
 Mithas, S., 2016. Digital Intelligence: What Every Smart Manager
Must Have for Success in an Information Age. Penguin UK.