Relationship Marketing and CRM Analysis: Morrison Case Study Report

This case study analyzes Morrison's customer relationship management (CRM) strategies, focusing on the benefits of CRM, customer value chain models, and supplier relationships. The report delves into the concept of customer relationship management and its advantages, including enhanced customer service and improved sales processes. It explores the customer value chain model, detailing primary and secondary stages such as consumer portfolio analysis, consumer familiarity, and network growth. The study also examines sales force automation (SFA) and its benefits, including operational CRM, service automation, and market automation, highlighting how SFA contributes to loyalty programs. The analysis considers the role of culture, leadership, processes, HRM, and data management within Morrison's CRM framework. The case study emphasizes the importance of strong supplier relationships and the overall impact of these strategies on customer experience and business outcomes. This report provides a comprehensive overview of Morrison's approach to CRM and its application in the retail industry.

Running head: CUSTOMER RELATIONSHIP MANAGEMENT OF MORRISON
CUSTOMER RELATIONSHIP MANAGEMENT OF MORRISON
Name of the Student
Name of the University
Authors note

1CUSTOMER RELATIONSHIP MANAGEMENT OF MORRISON
Table of Contents
Introduction................................................................................................................................2
Discussion..................................................................................................................................2
Answer to question 1..................................................................................................................2
Concept of customer relationship management.....................................................................2
Benefits of customer relationship management.....................................................................3
Customer value chain model..................................................................................................4
Customer value chain model secondary stage.......................................................................6
Supplier Relationship.............................................................................................................8
Answer to question 2..................................................................................................................8
Concept of sales force automation.........................................................................................8
Benefits of sales force automation.......................................................................................10
Operational customer relationship management..................................................................11
Good to use operational customer relationship management than the other CRM..............11
Service automation...............................................................................................................12
Market automation...............................................................................................................12
Sales force automation for loyalty program.........................................................................13
Conclusion................................................................................................................................14
References................................................................................................................................15

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Introduction
The concept of relationship marketing is defined as marketing approach that pays
attention in creating long-term relationships with the consumers. It is undertaken by the firm
to establish and maintain the profitability of the business in a long-term prospect. It is based
on the concept of identifying the customer needs; the company will identify the customer
needs and based on that they will develop the activity. The whole value system of the
company is carried out based on the ability to satisfy the consumers. The main objective of
the relationship marketing is too identify the issues relating to customer relation also
recognize the main elements that affect the consumer gratification through relationship
marketing (Christopher, Payne and Ballantyne, 2013). This report will focus on the case
study of Morrison the benefits of the customer relationship management, customer intimacy,
supplier relationship. In addition, the focus will also give to the sales force automation,
operational customer relationship, sales force automation, and market automation.
Discussion
Answer to question 1
Concept of customer relationship management
The term ‘Customer relationship management’ indicates scheme that plays a crucial
role in a company to improve business relationships with the consumers. It involves the sales
activities and optimizes the business processes. Consumer relationship management helps in
managing the relationships with their customers. It includes the various strategies that helps
in that helps in maintain a good relationship with an organization. In order to ensure the
standard customer relationship, post experience of the customers need to be positive. It is an

3CUSTOMER RELATIONSHIP MANAGEMENT OF MORRISON
important responsibility of the sales executive to discern the needs and demands of the
consumers by maintaining the transparency regarding the products and services. By
continuing this, it can be said that the sales executive should never lie to the customers or
show disrespect to them. By keeping in touch with the consumers even after dealing the sales
person needs to maintain the continuous interaction with the customers (Khodakarami and
Chan, 2014).
Benefits of customer relationship management
Some of the benefits of customer relationship management are as following:
 Enhances the better customer service: Customer relationship management provides
business with numerous strategies. In this it easy to treat client individually and can
discern the needs and demand of the customers. The company can modify the period
of facility provided to reflect the status or importance of the customers. Consumer
service efficiency is measured by comparing the tome of the service issues that has
been raised by the customers(Wirtz et al, 2013)
 Helps the sales team in closing the deal faster: The consumer relationship
management faster and most efficient response to the customers as per the
requirement of the customer and closes the deal fastly. Because of the faster replies
given to the customers they get convinced easily(Sakunthala,2016)
 It simplifies the sales and marketing processes: The consumer relationship
management system helps in developing the effective and communication channels.
The technology websites make the sales representatives work easier which helps in
appropriate delivery of communication with the customers(Weinberg, 2015)
 Loyalty of the customer enhanced: The customer relationship management helps in
enhancing the loyalty of the customers. The occupation can encourage their facilities

4CUSTOMER RELATIONSHIP MANAGEMENT OF MORRISON
Consumer
portfolio
Consumer
familiarity
Network
growth
Value
proposition
Customer
relationship
HRM
Process
Supplier
relationship
Culture &
leadership
Data
management
process
Process
High value
Secondary
Primary
to a current possibilities which is based on testimonials from loyal customers(Peltier,
Zahay, and Lehmann, 2013)
 Helps in building effective communication: The strategy of customer relationship
management helps in building and enhancing the effective communication within the
company. It helps in enhancing the teamwork because the different departments in an
organization can share the information that is relating to the customers.
Customer value chain model
Figure 1: Customer value chain model
(Created by the author)

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In order to operate in a specific industry and develop sustainable position in the
market, enhancing the customer value is very important. It describes the full scope of actions
needed to create product or service. Value chain model increases the customer efficiency so
that the organization may develop the extreme value for the least feasible cost (Flint and
Woodruff, 2014). The value change model comprises of the primary stages that are as
following:
 Analysis of consumer portfolio
 Consumer familiarity
 Scope of network growth
 Growth of value proposition
 Consumer relationship
Analysis of consumer portfolio: The customer portfolio analysis is a framework used in
analyzing the relationship between the supplier and the customer helps in retaining long-term
consumer connection with consumer. (Thakur, and Workman, 2016). The company is
focusing to get more customers for their business so they are planning and developing
different strategies and their focus is to sell fresh foods to the customers. The match and more
card helps in understanding the customers shopping habits, meets their expectation, which
would increase the shoppers loyalty. In the modern world, customer transactions as well as
service provision s are changing in the fastest manner due to technological upgradation. The
customer is attracted towards the Morrison because of its providing good quality foods
Consumer familiarity: It is defined as a marketing scheme where the distributor of the
product or service wants to get closer to the customers to understand their needs and wants in
better prospects (de Waal, and van der Heijden, 2016). Analyzing the customer relationship
management in Morrison it has been identified that by getting closer to the customer the

6CUSTOMER RELATIONSHIP MANAGEMENT OF MORRISON
company has aimed to enhance the best possible way for understanding their needs and
wants. Morrison focuses on the consumers based on the capability ‘HOT’, which means
Hello, Offer and Thank you . The aim of this concept or initiative is to bring the Morison’s
colleague and customers closer through which the colleagues will be able to understand the
needs and wants of the consumers. The match and more card helps in improving the customer
loyalty, the customers would stick to the organization also recommend to other customers.
The Morrison colleagues have strong influence on improving consumer services, which are
being received from the stores. They also get closer to the customers through qualitative
measurement through the methods of mystery shops, which enables them to gather customer
opinions and comments for product.
Scope of network growth: In the network, development scope company does not compete
with the company in fact network competes with the network. A company’s network position
is the connectedness to the other parties who cooperate in delivering Network comprises of
partners like the staffs, distributor, holders or shareowner (Halinen, Törnroos, and Elo, M.,
2013). The Morrison is having partnership with Amazon that represents turning point for the
grocery industry for competing with the big Tesco, Sainsbury and all. The match and more
card helps in building the scope, which includes suppliers, customers and employees
Growth of value proposition: The term ‘value proposition development’ describes the value
of a company promises to deliver to customers while choosing or buying their product. A
value proposition is being considered as marketing statement measuring element that helps
the organization to understand how the product or service can drive the decision making
process. (Osterwalder et al, 2015). Promotion will still be important for the Morrison so they
decided for fewer and most impactful promotions so they launched the match, more card for
the benefit of the customers this match, and more card will help Morrison in working out
which product to put an offer when and what mechanic to ensure they are beneficial to the

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customers. This card also enables the company to gather more customer data that will help in
targeting the shoppers with loyalty offers. One big bonus of this card is that its price matches
against the branded and own branded goods as well as items on promotional affair helps in
developing the value proposition.
Customer relationship: Depending on the loyalty of the customers towards a particular
organization, the customer relationship is being measured. In order to measure the customer
relationship, feedbacks from the customers are being collected. By utilizing effective
marketing strategy, long term relationships with customers are being developed
(Khodakarami, and Chan, 2014). The match and more card concept used by Morrison helps
in building good relationship with customers, because they had launched the card through
which the customers are able to use their money off voucher up to 56 weeks after it is issued.
By introducing the money off voucher with long term validity, Morrison prefers to provide
long term benefits to its customers. The match more card is a loyalty card that helps in
building better customer relationships because they are offering vouchers scheme that is
beneficial for the customers.
Customer value chain model secondary stage
Culture and leadership: Culture defines process in which beliefs and attitudes are being
shared in an organization and it determines the positive behavior of individuals in the
organization. Culture is defined as a set of understanding that members of a community share
with each other. (Choo, 2013). For an instance Morrison, culture is good because they
provide their employees with best training service so that they generate their high quality
customer service. They had ingrained in their organization a safety culture, which is rooted in
leadership, guidance and support.

8CUSTOMER RELATIONSHIP MANAGEMENT OF MORRISON
Processes: In order to retain existing customers and profitability, Morrison has implemented
the first phase strategy to re enforce the customer focus with a new multi-channel customer
relationship strategy in cooperation with UK. The new channel has empower the Morrison to
have the better understanding and fulfill the individual preference and shopping habit.
Human resource management processes: Managing the employees’ performance and
ensuring standard organizational environment, the Human resource manager engages
employees towards achieving the organizational goals (Bratton and Gold, 2017). In order to
develop standard working environment as well as ensuring positive organizational growth,
human resource department pays a crucial role. For an instance in Morrison, case study the
process of human resource management is fine. They recruit expert slaughter man, trader and
merchant then any of the other UK main grocery store. Morrison unprocessed and pioneering
occupation backbone mirror in its near to enrollment. In 2010, it recruit more than 1,31,000
mankind who serve more than 11 million consumers every week and they provide training for
their better performance.
IT/ Data management processes: Data management process indicates the administrative
functions that involves in case of acquiring as well as assuring the privacy of organizational
information. By ensuring the accessibility, reliability and timelines of the data, the data
management process is being introduced in an organization (Chen and Hsu,2014). Data
processing systems are being designed for ensuring the security of the customers.
Supplier Relationship
The Morrison have a good relationship with their supplier, everyone at the Morrison
from the store colleagues through to head office and throughout the supply chain, they are
part of one team, and maintain a positive relationship. This approach prevents them from the

9CUSTOMER RELATIONSHIP MANAGEMENT OF MORRISON
inter department competition at the expense of customer experience. Departmental
competitions create bad impact in an organization also; it leads to creation of negative
relationship. However, in Morrison every people in each department works as team so that
they can provide the best possible customer service. Thus it can said that in Morrison is
having the good supplier relationship as all of them working as team (Dowell, Heffernan, and
Morrison, 2013).
Answer to question 2
Concept of sales force automation
The sale force automation is an application of the customer relationship management
that automates and streamline the sales inventory. It is a technique of using the software for
automating the business tasks, related to sales. This idea is to track all contacts that has made
with a customer along with the purpose of the contact any follow up that is needed. This
includes the messaging, phone calls, emails, the information that we get from here reduces
the risk of irritating the customers because the efforts of the sales are not duplicated (Román
and Rodríguez, 2015). The sales force automation includes the following:
Lead management: The term lead management defined as the process of acquiring and
managing tools that is the potential customers until the point where the lead management
strategies cover the sales ready leads and nurture it.
Account management: This management deals with the client facing and post-sale role, the
account managers’ work with a dedicated group of clients for the length of time the client
stays with the company, which helps in achieving the clients’ role.
Opportunity management: The opportunity management refers to a system that provides
information on sales lead or opportunities along with their supporting information. Moreover,

10CUSTOMER RELATIONSHIP MANAGEMENT OF MORRISON
the opportunity management represents a subset of customer relationship software, which
organizes all kinds of data about the customers.
Pipeline management: It refers to the cross project management of all activities associated
with a particular set of activities. A pipeline consists of various actions and steps that leads to
the successful closing of revenue producing contracts.
Contact management: It refers to a strategy that focuses on using a software program that
easily stores and source a contacts information that includes their name, contact history, e-
mails and so on.
Team management: The team management refers to the variety of activities which brings
the team together it means the completing the project and day-to-day tasks with the help of
complete team dedication.
Proposal generation: It refers to the type of tool that used by the sales team for generating
the proposal generate the proposal, and at any time it can be done. It helps the sales team in
increasing their sales.
Benefits of sales force automation
There are several benefits of sales force automation they are as following:
 Sales force automation helps in increasing the productivity.
 It helps in maintain the better relation with the customers.
 Helps in keeping proper records of the customers that can be easily tracked down.
 The sales manager requires less time for preparing the daily, monthly, quarterly or
annual reports.
 Sales forecasting can be done in a perfect way with the help of the past time data.

11CUSTOMER RELATIONSHIP MANAGEMENT OF MORRISON
 Competitive advantage in terms of sales and revenue.
 It helps in giving better focus on sales force objectives.
 Sales force automation helps in the management of the contract lifespan that is it
helps in reducing costs associated with the administration of the particular
organization. Various contractual information can be tracked easily with the help of
sales force automation.
 The sales force automation helps in analyzing and reporting which company can
monitor return on investment on their different marketing campaigns. Past
performances, easily identify strengths and weaknesses with the help of the sales
force automation.
 Sales force automation are easy to use the professionals can easily find the jobs to
fast access to link at mobile and offline data(Jackness, and Sutton, 2014)
Operational customer relationship management
Operational customer relationship management takes the responsibility of the
customers’ needs and wants. It provides support to different processes like marketing, sales.
In order to solve the issues like high customer turnover, Customer relationship management
plays an influential role. Operational customer relationship management is mainly focus on
boosting the business processes so that the process of customer supporting can be improved.
The operational customer relationship management are far reaching and can be executed
either in a simple software or in a complex software installation that is dependent upon the
company’s requirement (Khodakarami,. and Chan,2014)
Good to use operational customer relationship management than the other CRM
Enhancing ability for satisfying the customers’ needs is one of the important responsibility
fulfilled by OCRM. In order to maximize ability of an organization towards retaining
customers OCRM plays a Crucial role. Operational customer relationship management

12CUSTOMER RELATIONSHIP MANAGEMENT OF MORRISON
provides our business with ability to better automate the entire sales processes. It is very
much useful for our business because it effectively automates the marketing process involved
in our business that is it helps in streamlining the marketing efforts in our business.
Service automation
The concept of service automation means enables the business to provide best quality
services to the customers by automating the service. Knowledge management system helps in
collecting various data from different sources and come to the customers’ at best possible
solutions as required by the customers. Service management level helps in managing the
services that is been provided to the customers by analyzing the quality of services based on
the key performances (Talbot and Ahrens, 2016)
Service automation is useful in many ways like the one it helps in automating the
flows of work that is the work automated in a single click. Helps in understanding the
customer needs that is it manages the inventory levels and track the assets of the customers. It
helps in accelerating the cash flows means that it reduces the period of billing and generate
the invoice instantly. Improving the quality and productivity and provide faster service with
fewer people there is no need of large number of people for providing the faster service even
less number of people can provide service(Maglio, and Spohrer, 2013)
Market automation
Market automation is the concept of automating the actions of marketing, the
marketing departments has to automate the monotonous assignments such as the emails,
phone calls, mass media and the other websites actions. The websites actions helps in
making the work easier for the marketing department, the technology used in marketing
automation is very much beneficial. The marketing automation technology is a segment of
the customer relationship management. There are some of the features of marketing

13CUSTOMER RELATIONSHIP MANAGEMENT OF MORRISON
automation like segmentation and targeting, social marketing, analytics of customer
relationship management (David, 2015).
The benefits of marketing automation is that it allows the organization to deliver the
promotions to not only the large segments but also to the small segments on the targeted
objectives of campaign or on a particular region or territory. It helps in creating the predictive
tools for the organization that helps in driving the customer campaign. The B2C companies
that is the business to customers gain more from the market automation strategy. It helps in
strengthening the sales and marketing partnership in an organization that leads to success of
the organization, it saves the time because it is completely technology-based automation
(Domowitz, 2018)
Sales force automation for loyalty program
The implementation of sales force automation in loyalty program is very much useful
for the customers. It helps in responding to the sales enquiries in a better way by improving
the return chance of driving on return sales and building the loyal customers (Baran and
Galka, 2013). The application of sales force automation in the loyalty program of Morrison
that card has helped in boosting the customers’ satisfaction towards the organization and due
to which customers remain loyal towards the organization for a long run. The sales force
automation helps enhancing the match and more loyalty program because it engages the
customers at the same time monitoring the loyalty rate of consumption. It also helps in
inducing the customer acceptance and maintain good relation.
On the other hand, ASDA is also focusing on the sales automation practice focusing
on the price of the products. It is important for the organization to establish its market
effectively so that it can foster sustainability in the business practice (Chenchehene and
Mensah 2015). As a result of that the sales force automation is a beneficiary factor for ASDA

14CUSTOMER RELATIONSHIP MANAGEMENT OF MORRISON
and the company is using online price match promises. The ASDA management calls for a
war with the supermarket giants like Morrisons, Sainsbury, Tesco and Waitrose. ASDA
claimed that they offered the cheapest price in compare to the other retail giants. In fact, the
customers can get benefit if they find another retail store where product price is 10% cheaper
than what ASDA provides. It helps the organization to establish its market effectively.
Furthermore, the sales force automation mechanism can also be seen in case of Tesco.
The price war in UK has become a significant trend in the market and all the retail giants are
trying to influence the customers with their better pricing strategies. According to Hänninen
and Paavola (2018) it can be argued that the low pricing strategy in the UK retail sector leads
to maximize the customers and bring more efficacy into the organizational profitability.
Based on this perception, Tesco is willing to offer products with cheaper price. Therefore, the
retail giant offers a voucher up to £10 if the customer get better pricing in other retail stores.
The main target of Tesco is to create a competition with Asda, Morrisons and Sainsbury’s.
Conclusion
Lastly, the report concludes about the strategies implemented by Morrison for their
business. They launched the Match and More card for the customers that provides various
benefits to the customers that is designed in such a way that it encourages the customers to
shop more frequently from the Morrison shop. The card also enables the company to collect
more information related to the customers that helps in targeting the shoppers with the loyalty
offers that they are providing. The concept of sales force automation in the loyalty programs
of the customers is very much helpful, marketing automation helps in delivering the
promotions to both small and large segments. Service automation helps in providing the best
quality service to the organizations. The supplier relation is good with the Morrison that is all

15CUSTOMER RELATIONSHIP MANAGEMENT OF MORRISON
the departments are working, as a team there is not the concept of competition between
different departments.

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