Customer Insight and Engagement: CRM Strategy for Blart Ingredients

This report focuses on developing a customer relationship management (CRM) strategy for Blart Ingredients. It begins with an executive summary emphasizing the importance of customer focus for business success and the role of CRM in building customer trust and achieving competitive advantage. The report then delves into the core components of CRM, including its role in improving financial results by identifying target customers, fostering sustainable relationships, minimizing sales costs, raising workforce capacity, and delivering quality services. It then recommends specific steps for Blart Ingredients to build an effective and efficient CRM strategy, with a focus on business-to-consumer (B2C) approaches. These steps include establishing a clear purpose, prioritizing customers, communicating effectively, and implementing changes gradually. The report also identifies various tools and techniques, such as social networks and digital coupons, that Blart Ingredients could employ to enhance customer engagement. Finally, it addresses ethical issues that may arise during the execution and administration of a CRM program, concluding with a summary of the key findings and recommendations.

CUSTOMER INSIGHT &
ENGAGEMENT
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Executive Summary
Customers are main focus for each and every business. It is the duty of the all the
organisations to focus over the different needs and requirements of customers irrespective to
the challenges. The main advantage associated with the same is about the attainment of
competitive advantage. Blart ingredients is the organisation considered in the completion. The
main focus of the management of the organisation is on satisfaction of the consumer needs and
fulfilment of their targets. The use of CRM is effective as this will not help to build the
communication but create trust in between the two. Social networks and digital coupons are
work s the tools and techniques in the same process. Persistence of ethical issue is common
but the same is resolved with the help of external and management advises.
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Contents
Executive Summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................4
TASK...............................................................................................................................................4
1. CRM, insight and engagement system ..............................................................................4
2. Justified recommendations as to the steps necessary to build an effective and efficient
CRM, insight and engagement strategy..................................................................................6
3. Tools and techniques, including an explanation of their role, that might be employed by
Blart .....................................................................................................................................10
4 Ethical issues arising in the execution and administration CRM programme...................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15
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INTRODUCTION
Customer Relationship management is an approach which focuses on facilitating a right
interaction between customers and businesses (Bhat and Darzi, 2016). Customers are one of
the contributing factor to business success therefore it is essential for a business to undertake
an approach which enhances the connection between the parties. CRM i.e. customer
relationship management is an application through which communication and interactions with
the potential buyers are raised with an aim of improving the current state of business (Price and
Wrigley, 2016). Blart ingredients produces spice since 1963 in Bristol. It was founded by Jim
and Jane Blartam. Later, with a realised demand for spices it also started producing same and
became the second largest brand in UK. The following report will discuss in detail what CRM is
and how it is important for the chosen organisation. Steps to develop same will be elaborated
along with the tools that are utilised for building and implementing the insights.
TASK
1. CRM, insight and engagement system
CRM is a technology through which an organisation maintains and also develops all the
relationships with the customers. With the increase in the total competition in the world it is
necessary to remain in the direct contact with the clients as it helps to sustain them with the
brand and hence the performance of the business can be maintained and improved in the long
run (Maklan, Peppard and Klaus, 2015). With the solutions of CRM issues of the different
stakeholders like suppliers, buyers, colleagues and other are resolved as it helps on focusing on
their issues which has to be resolved on time.
Role performed by CRM in improving the financial results of the company:
1. Find the right customer – The business market is filled with people with different needs
and characteristics. Therefore it is very important for business to identify the right target
segment so that maximum business gains could be achieved (Armstrong, and et. al,
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2018). Much expenses are done by Blart ingredients on their marketing activities. This
expense is waste if the promotion does not add significant number of new buyers to the
brand. With the help of CRM tools, the most potential segment of the customer is
identified which can actually be affected by the marketing and will convert in to the
potential buyer of brand. This way the total revenue will be improved and much cost of
the business will be controlled by avoiding unwanted marketing.
2. Develop more of sustainable relationship – CRM is more of customer centric
approach and aims at giving maximum satisfaction to the clients. Through it the unhappy
customers with the brand are identified and then by resolving their issues concern with
the product they are made to be neutral (Peppers and Rogers, 2016). Once their
problem with the company’s offerings is resolved they do continue their purchases and
get the satisfaction as now what they get is complain free. Hence this way the unhappy
customer is converted into loyal buyer for business which has direct impact on the
financial performance of the company. Sales which were declined due to the increased
number of unsatisfied people will be again raised up to the desired level. Blart
ingredients this way can implement the CRM in its organisation and can experience a
favourable change in its financial results.
3. Minimises the cost of sales – Applying and installing of CRM application in the
business do not demand much of the installation cost as it is a cloud based system. If
the results which it gives to the company is compared with the expenditure which it
demands than it will be found that the return on investment is very high. It will further
assist Blart ingredients to operate from any corner of the world which adds flexibility to
the operations of the organisation. It again has a positive impact on the total financial
results of the referred to enterprise.
4. Raise the work force capacity – When all the work by human resource is done without
having a set pattern or vision it increases the total work pressure and also more time is
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consumed by the employees. Whereas if the same process is carried out with the
application of customer relationship management techniques then there are greater
chances of saving much quality time of the work force. Most of the work can be done
automatically instead of doing it manually which can help the personnel in saving their
quality time which can be further invested on more productive activities of the firm
(Savitz, 2013). This way capacity of every individual will raise and hence they will
contribute more in the revenues.
5. Deliver quality services – It is evident that undertaking of approaches of CRM assures
that quality services are delivered which matches the expectation of clients (Dewnarain,
Ramkissoon and Mavondo, 2019). When the same product is delivered in the market but
is supported with after sale services, better attention to clients, considerations to
demands of the customer is given it improves the value of the same commodity. Blart
ingredients if follows the CRM than will be able to develop the smooth connections and
will develop trust among the customers of the brand.
2. Justified recommendations as to the steps necessary to build an effective and efficient CRM,
insight and engagement strategy
Blart ingredients wish to develop its overall business by raising the total number of cooks
who are using the material of this brand in their cooking so that they can generate more
revenues. It is evident that building a suitable approach to customer relationship management
helps in building loyalty and enhances the customer retention as well which ultimately results in
achieving competitive advantage for a business (The big picture: How to build a CRM strategy,
2017) . for same there are different routes which can be adopted by the company and each one
has their own benefits and drawbacks. A brief introduction to the distinct routes that are adopted
by the company are given below:
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Business to business (B2B) – This is the method of making sales in which company do
not interact with the final customer but sales in bulk to the different intermediaries. It includes
various supermarkets, retail outlets. Such units have the international reach and help business
in expanding at a huge scale.
Business to customers (B2C) – Once the product is made available to the different
retailers they further sell it to the ultimate costumer. Consumers visit the shops nearby to them
and gets the desired item. Blart ingredients is doing it through various channels like Tesco,
Sainsbury etc. they help the brand in reaching to the different customers spread in distinct
corners.
Direct to customer (D2C) – It is completely distinct from that of B2B routes. Here the
origination sells whatever it produces directly to the customer and save the cost of
intermediaries. Here for Blart ingredients this direction is most suitable as it will assist in
maximising the sales to those who can be the long lasting clients of the brand like cooks of the
different commercial places (Roberts and Alpert, 2010). It is the objective of the firm to raise the
total number of cooks who does the use of this ingredients. Also once the product is favoured by
them company by using the strategy of price penetration can improve the revenue per
customer. It would be possible as once the cooks are satisfied with the ingredients of Blart they
would not switch to other brand easily.
In order to this it is very much required that company do build the proper and appropriate
business to consumer (B2C) strategies in its operations as this can assist in the achievement of
the desired goals. The application of this concept can be done in the following manner:
Establish a purpose – This is the first step at which desired destination need to be
established by the company and it is a base or reason behind adopting the types of customer to
whom products need to be sold (Price and Wrigley, 2016). Once it is determined that where
company wish to reach it can plan accordingly the use of B2C strategy in their business. Here
as Blart ingredients has the objective of increasing its sales volume and profit per customer it
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can break this goal into small parts and group the similar activities. Once it is done than the
achievable goals need to be map out in which it is determined that how the different steps
towards the goal accomplishment will be completed. It is necessary that whatever mapping is
done is changeable if there is a need which occurs along the way.
Prioritise your customer – Once the above step is performed appropriately the next
work is to divide the total consumers according to their importance for business. This step is
crucial as not every customer has same value for the firm. Blart ingredients as has variety of
users but there are some who if once associated with the brand will turn out to be the major
revenue generators (Dilip Jayaram and Eslick, 2012). Cooks of famous brands restaurants and
bars if prefer using the ingredients of this brand than it will develop a long term connection with
the company and will contribute much in its sales. after recognising and prioritising the market
planning becomes more easy and effective and chances of attaining the desired results further
increase. The main customer of respective organisation are cafe, restaurant, retailer and many
more to whom they can sell their products.
Communicate with consumer – Planning and adopting any technique is only helpful if
the work force of the business supports the same or is provided with the complete knowledge of
the new concept. In order to bring B2C techniques in Blart ingredients they need to take the
employees familiar with same. Their involvement in the application of this system is important.
Once the work force is involved in the implementation process they also develop the feeling of
ownership in the process and hence those who are dedicated in the work will feel motivated
(Lopes, 2018). It is because the engagement of the personnel gives them recognition in the
company and therefore they put more efforts towards achievement of the final goals. Here,
business need to communicate with their consumer regarding their need and demand and
accordingly provide them.
Stagger your changes – Not always the changes are welcomed and sometimes the
quick alteration in the working of business results into increase in the total work pressure
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leading to dissatisfaction among the employees. It will further affect the final results as the
productivity will be negatively affected. Therefore, to avoid such situation Blart ingredients while
introducing B2C strategies must ensure that it is not brought overnight and must be practised
gradually. It will reduce the resistance and will also raise the chances of success of its
application (Nazari, 2017). In previous stage, there was interaction with customers so business
is aware about requirement of their people and accordingly makes change in their organisation
for maximum productivity and profitability.
Start tracking the customer before first contact – This is the next step where business
need to focus on the needs and demands of the customers. Blart ingredients should focus on
direct to customer sales as it is best suitable in this case. It is because the company is dealing
in the sector where maximum revenues can be generated only if the sales are made in bulk. For
same it is important that before making the product available in the market first the requirements
of the clients are analysed. On different social platforms where clients put their demand and
query regarding what they expect from that product should be studied as this way better
satisfactory service can be offered which will have more capacity to create its demand
(Rubinstein, 2018). The most common mistake which is made by many business is that the
CRM is not properly applied in the context of business and hence only half of the benefits are
thus received. After going through the net and collecting the relevant information lead of the
market can be recognised along with its expectations from the product.
Synchronising everything to our B2C techniques – There are range of practices that
are carried out under the concept of B2C in an organisation. it is important that all such actions
are well sync as only than the notes or schedules set that are made can be traced throughout
the system. Also if in business some other application as are used which are in any way
concerned with the clients should be linked with the technology of the business to consumers
management. This would further assist Blart ingredients in organising their meetings with the
clients, updating the cancellations and other costumer related issues will be resolved in no time.
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Only if all the activities are well balanced and connected to one another Blart ingredients will be
able to B2C to its full capacity (Peppers and Rogers, 2016).
Evaluate and improve – Once all the required activities are well linked with the B2C
application then it should be evaluated that weather it is working in the desired manner or not. It
could be done by observing the results for few days that weather improvement in the sales or
customer engagement is raised or not. It can be checked through the response company gets
on the various platforms where B2C tools and techniques are applied. If results are not as per
the set targets than flaws in system needs to be recognised and accordingly the improvements
should be made to make sure that the system is doing full capacity utilization of itself. This is
last stage of B2C where business need to evaluate each and every aspects in context of their
consumers and accordingly make changes so that goal and objectives can be attained in an
effective and efficient manner.
3. Tools and techniques, including an explanation of their role, that might be employed by Blart
In the above discussion importance of engaging customers is disused in detail which
shows that there are a range of benefits of this practice. There are various tools and techniques
which can be used by Blart ingredients to build and implement customer insight and
engagement programme (Is strategy necessary for success? 2019). They are as follows:
Apply Intelligent Customer Engagement- The customer experience is valuable for
retention as well as revenue generation (Iankova and et. Al, 2019). If these work in right manner
then it is source of customer insight. The respective organisation has to engage with customers
in real time process for becoming easy accessible to new techniques and tools in proper
manner. In current situation, messenger is regarded as popular customer service channel to
know about customers. It assist in collection of data and information about them and make plan
accordingly. Also respective organisation has to get in touch with their clients or consumers so
that they can know more about their pains, challenges and needs. This leads to make unhappy
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to happy customer in most effective manner. Survey is conducted to know more about people
by following three principles such as concrete, removing blas and focus.
Create More Robust Buyer Personas- Business make mistake in terms of
demographics such as profession, age and location (5 Techniques to Help You Truly
Understand Your Customers, 2020). These data does not give relevant information in creation
of audience. Blart can use google analytics to know more about their people and make plan
accordingly to gain positive outcomes. Apart from this, they can use keyword data for buyer
personas.
Generate Data from Customer Analytics- For consumer interaction at website,
behaviour tracking tool should be used. This assist to reach to conclusion about what audience
does not like about business and other aspects. Blart has to provide more friendly experience to
their consumer about provided products and services in best possible manner.
Anticipate, Predict, and Plan for the Future- It is important for Blart to make plan for
customer engagement in order to create their plan for present. This assist them to respond in
proper manner and finding challenging situations. They need to anticipate need first then do
prediction by analysing market and making plan for them in best possible manner. It is the
important tools as well as techniques used by large number of people to attain positive
outcomes.
Traverse Your Customer’s Path- It is defined as the way to understand customer
buying journey by putting in their shoes (Savitz, 2013). This is possible by using customer
journey mapping techniques by Blart to know about brand before, during and after purchase.
These can be sales, email, e-commerce, loyalty program, surveys and many more.
Therefore, these are the major tools and techniques that are recommended to Blart to
apply in their business so that goal and objectives can be attained. This assist in building as well
as implementing engagement programme and customer insight.
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4 Ethical issues arising in the execution and administration CRM programme
After discussing the different aspects related to the programme of business to consumers
programs it is found that although it is a helpful tool to boost up the sales but has different
ethical issues involved in its application in the enterprise. As most of its practices are carried out
through the data available on google analytics it sometimes effects the privacy of the service
users. Their personal information and locations are used to create connections with them which
is against the social ethics.
Consumers are using various different digital platforms with distinct objectives and trust
same. Sharing of their information without their consent is against the ethics. Apart from this
from companies point of view if there is shortage of provision from the IT departments or
vendors of existing systems that is essential to be combined with business to consumer, the
whole incorporation course can be a massive liability and can result into wastage hours of
working time of your staff without any visible results (Price and Wrigley, 2016). The most ethical
issues which are faced by business while selling goods to their consumers are change in their
need and demand. As they receive message in their cell phone regarding discounts and offer
which changes their mind while purchasing products and services. Consumer sometimes get
wrong information about products and services which also hamper their decision making.
Different types of ethical issues faced by respective organisation are social media, health and
safety, privacy, technology and discrimination (Ethical, Legal and Regulatory Issues for a B2C
Site, 2019). In order to overcome this ethical dilemma, it is essential for business to comply
General Data Protection Regulation (GDPR) which is a law established by European Union.
Despite opting out of European Union, Britain have announced that they will be conforming with
the principles of guidelines established by GDPR This enactment encourages ethical use of
personal information of clients and its secure storing as well. The crucial information relating to
customers such as their browsing history, habits and even their bank related information. The
ethical implication of undertaking principles and procedures of GDPR is that it results in
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