CRM Effectiveness at Marks & Spencer: Strengthening Customer Base

This report assesses the effectiveness of Customer Relationship Management (CRM) in strengthening the customer base of Marks and Spencer. The research aims to analyze the concept and practice of CRM in the retail sector, determine the forces influencing consumer relationships, assess CRM's effectiveness in meeting target market requirements, and recommend ways for Marks and Spencer to improve their CRM practices. Utilizing a qualitative approach and interpretivist philosophy, the study employs inductive reasoning and both primary and secondary data collection methods, including interviews with five managers at Marks and Spencer. The findings highlight the vital role of CRM in enhancing customer relationships, gathering customer needs, and improving sales. Recommendations include improving tracking systems, enhancing training programs, and studying technological changes in CRM. The report concludes that effective CRM practices significantly contribute to strengthening Marks and Spencer's customer base and overall business success, emphasizing the importance of aligning CRM strategies with customer buying behavior.

Research Project
Topic: “To assess the effectiveness of CRM in
strengthening the customer base: A study on Marks
and Spencer”

Research Aim
Aim: “To assess the effectiveness of CRM in strengthening the
customer base: A study on Marks and Spencer”.
The aim of current study will be to assess the effectiveness of
customer relationship management (CRM) in strengthening the
customer base and gain competitive advantage in the market. It will
provide an assistance in understanding the concept of CRM and
evaluate the factors that impact the customer buying behaviour
(Chilisa, 2011). It will also provide learning about customer buying
behaviour and its relationship with CRM. In order to meet the aim,
working of Marks and Spencer will be considered as a critical aspect.

Research Objective
In order to meet the aim of research, it is essential to focus on research
objectives. Classification of the defined objectives is as follows:
 To analyze the concept and practice of CRM in the retail sector
with special reference to Marks and Spencer.
 To determine the forces that influence relationship with consumer
and help in gaining effective customer base.
 To assess the effectiveness of CRM in meeting the requirement of
target market.
 To recommend ways to Marks and Spencer for practicing CRM in
more efficient manner in order to boost the customer base.

RESEARCH METHODOLOGY
 In current report, the investigator will consider qualitative technique
for assessing the effectiveness of CRM in strengthening the customer
base.
 Current investigation will be conducted on the basis of interpretivist
philosophy so that diverse factors of customer buying behaviour can
be analysed in order to design effective CRM practices.
 In the current study, inductive approach will be considered by the
researcher for data collection.
 Primary and secondary data collection methods will be referred for
completion of the study.
 Moreover, the sampling for current research will be 5 managers of
Marks and Spencer.

Theme 1. Does your organisation
focuses on CRM practices
Yes No
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Does your organisation focuses on CRM practices
Column B

Theme 2. CRM allows to attain
information about customer needs and
requirements
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree
0 0.5 1 1.5 2 2.5
CRM allows to attain information about customer needs and
requirements
Column B

Theme 3. CRM helps in building
strong relationship with customers
20%
40%
20%
20%
CRM helps in building strong relationship with
customers
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree

Theme 4. CRM practice of Marks and
Spencer increases sales of products and
services
60%
40%
CRM practice of Marks and Spencer increases sales of products
and services
Yes
No

Theme 5. Relationships with customers
are given great value in your organization
Yes No
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Relationships with customers are given great value in your
organization
Column B

Theme 6. What do you feel about the
company’s promotional activities of
attracting new customers and retaining old
ones
Extreme good
Good
Improvement required
0 0.5 1 1.5 2 2.5
What do you feel about the company’s promotional activities of attracting new customers
and retaining old ones
Column B

Theme 7. How useful is CRM from
business performance perspective
60% 20%
20%
How useful is CRM from business performance
perspective
Extreme
Very
Moderately
Slightly

Theme 8. How often you collect data
through CRM
20%
60%
20%
How often you collect data through CRM
Yearly
Monthly
weekly

Recommendation
 Effective tracking system can be improved to understand the
effectiveness of the CRM and sales services. Moreover,
training and development program can also be organized for
enhancement in the CRM practices.
 Study on technological changes in regard to CRM is also
beneficial to interpret the CRM techniques. It will assist in
effective use of various technological tools that can enhance
effectiveness of CRM.

Conclusion
Moreover, the above statements also concluded that the CRM plays
vital role in strengthening the customer base of Marks and Spencer. It
has been identified that there are number of CRM techniques that
organization uses for continuous improvement in sales. It also
facilitates in building strong relationship with customers. It is also
evident that CRM allows business to attain information about customer
needs and requirements.
In addition to this, customer buying behaviour also need to be
considered as critical factor because it influences the CRM practices in
diverse manner. It is essential for designing of tools and activities as
per evaluation of clients needs and requirements. It leads business to
impressive level of success. It has been found that company's
promotional activities is playing key role in success of Marks and
Spencer.

References
Buttle, F., 2009. Customer relationship management: concepts
and technologies. Routledge.
Cooper, D.R., 2006. Business research methods. Sage.
Jiang, P. and Rosenbloom, B., 2015. Customer intention to return
online: price perception, attribute-level performance, and
satisfaction unfolding over time. European Journal of
Marketing. 39(½). pp.150–174.

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