Impacts of Digital Technology on Customer Relationship: TESCO

This report examines the influence of digital technology on customer relationships, focusing on the case of TESCO, an international retailer. The introduction highlights the rapid advancements in technology and its transformative effect on business practices. The report explores how TESCO leverages digital tools, such as stock counters using RFID and the integration of IFTTT, to enhance customer experience and streamline operations. It also delves into the implementation of CRM software to improve business performance by integrating with marketing automation and data analysis tools. The report emphasizes how TESCO uses customer data to understand buying patterns and interests. In conclusion, the report summarizes the importance of technological advancements in maintaining strong customer relationships and outlines the CRM practices employed by TESCO to retain its customers. The report also includes references to academic journals and online resources.

Impacts Of
Digital Technology In
Customer Relationship

Table of Contents
INTRODUCTION...........................................................................................................................1
Impact Of Technology On Customer Relationship Management...............................................1
CRM implemented in business...................................................................................................1
CONCLUSION................................................................................................................................2
REFERENCES................................................................................................................................3

INTRODUCTION
We live in a rapidly progressing world wherein generation is developing and progressing every
single day. Digital era has entirely modified the manner and the lifestyles of people and in years
to come the changes will be extraordinary. Thus, this assignment will highlight the impact of
digital technology on customer relationship of TESCO which is an international merchandiser
established in UK. Further, the project will also frame the CRM practices undertaken by TESCO
to maintain strong customer relationship (Jain, and Patel.2016).
Impact Of Technology On Customer Relationship Management
Today the world is completely based on digital era and with the advancement in technology
company's need to expand it technological advancement as without technology no company can
reach large of customer and expand its services internationally. Thus, TESCO have invented
various technological advancement for maintaining the customer relationship and expanding its
business worldwide.
Stock Counter: To make the lives of the employees regarding of stock counting less
difficult, Tesco have added a brand new RFID-enabled barcode to their F&F clothing range in-
shop. This works in combination with their in addition development announcement of BYOD. It
allows the goods to be routinely counted and eliminated upon entering and leaving the shop,
earlier than and after purchase (Yoon,and Sims.2016.). This records are again-tracked to the
suppliers of the shop, to offer them a correct replenishment of stock and enhance the overall
experience for customers.
If This Then Than: Tesco have these days con-joined with IFTTT (If This Then Than) to
create the excellent experience of shopping for customers. This is an app which permits
customers to connect different active apps to every app and integrate how and why you operate
them, to make a consumer’s lifestyles perfect. As an example: If a product price goes up or down
customer may make it so that they can obtain an automated e-mail concerning the rate alternate.
CRM implemented in business
These days business marketplace is very aggressive and to get an area over their competition
TESCO is frequently using client relationship software program (CRM) and other applications.
CRM software improves performance of TESCO by integrating with other business
structures consisting of advertising automation apps (Oldham, and Da Silva.2015). This will
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allow company to engage with clients in multiple profitable methods in spite of confined
resources.
With a cloud-primarily based CRM gadget, TESCO's personnel in distinctive units can
collaborate and work collectively successfully. The company may even make use of employees
in numerous geographical locations as cloud-primarily based answers may be without problems
accessed from everywhere at any time.
TESCO have a big storehouse of statistics on clients. Thus, they can use these facts to
learn greater about their customers’ buying patterns, purchase records, product interests and
different factors through using the visualization and statistics analysis equipment offered through
CRM apps (Nambisan. 2017).
CONCLUSION
This report briefly summarizes about the importance of technological advancement in today's
world and the impact of digital technology on customer relationship of TESCO company.
Eventually, the project have also framed about the CRM practices implemented by the company
to retain their customers.
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REFERENCES
Books and Journals
Nambisan, S., 2017. Digital entrepreneurship: Toward a digital technology perspective of
entrepreneurship. Entrepreneurship Theory and Practice.41(6).pp.1029-1055.
Oldham, G.R. and Da Silva, N., 2015. The impact of digital technology on the generation
and implementation of creative ideas in the workplace. Computers in Human Behavior.42.pp.5-
11.
Yoon, K. and Sims, J.D., 2016. Integrating social media and traditional CRM: Toward a
conceptual framework for social CRM practices. In Social Media and Networking: Concepts,
Methodologies, Tools, and Applications (pp. 327-354). IGI Global.
Jain, Y. and Patel, N., 2016. Analysing impact of online CRM practices on companies
productivity and customer retention. International Journal For Research In Business,
Management And Accounting (ISSN: 2455-6114).2(12).pp.25-35.
Online
A beginner’s guide to CRM.2018.[Online].Available
through:<https://www.freshworks.com/freshsales-crm/what-is-crm/>
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