Red Robin: Customer Management, Business Strategies and CRM Report

This report provides an in-depth analysis of Red Robin's customer management strategies, focusing on customer relationship management (CRM) and business planning. The report examines the importance of understanding customer needs and preferences, and how Red Robin utilizes various communication channels, including websites, social media, and direct mail, to engage with its customer base. It also explores the company's approach to staffing retention, performance management, and effective team building. Furthermore, the report discusses the specific challenges and opportunities faced by small businesses, such as Red Robin, in internationalization and the importance of adapting to changing customer demands. The report delves into the business plan for Red Robin, including its vision, mission, and key elements of sales, internationalization, and resource management, alongside the stages of internationalization. The report also outlines methods for small enterprises to develop rules and regulations to avoid penalties. In addition, the report examines the implementation of CRM for small businesses, the importance of understanding customer needs, and the evaluation of employee performance.

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Unit 29

Effective customer communication channel: - It is important for company
to opt right communication channel or it will negatively impact on company’s
performance as it will create obstacle in delivering message. The management of
Red Robins focus on following communication channel in order to satisfy
customer demand and to convey message to their targeted audience.
 Website- company have its own website with easy UI that makes it easier
for customer to manage. Along with this, company analyses customer’s
demand and based on that frames strategic planning for further
improvement. It also solves queries of its customers by 24/7.
 Face to face- Management of Red Robins focus on taking face to face
feedback as it is easier and facilitates in quick decision.
 Social media- Company formulates various effective management
strategies so as to attain organisational goals and for that it opts social
media to communicate with its customers. It is widely used by many
company due to its cost effectiveness, most of the audience are available
on social media and it becomes easier to engage with customers.
 Call centre- It is traditional form of communication channel but highly
crucial too. It solves queries of its customers on phone calls regarding
confirmation or cancellation.
 Direct mail- company focus on sending mails which consist valuable
information such as modification in their policies and services.
P3. Determine various methods for petite enterprise to develop transnationally
with pros and cons
Transnational Sales:-It may be referred as the process which enables company
to promote its their services at domestic as well as at international level. It will attract huge
customer base and assist in maximising sales volume. Along with this, it will also
contribute in economic development of company and to generate higher profitability.
Internationalisation- By this, company can expand its business in various geographical
areas in order to capture new market and to generate higher profit. It will help company in
attaining organisational goals easily. Management of Red Robins wants to expand its
business at broader category by licensing and franchising.
Stages of internationalisation along with its pros and cons
Domestic market establishment- The management of company tries to take necessary
steps so as to render quality services.
Pros- Company can generate higher profit by analysing customer needs and wants and
based on that frames strategies so as to attract potential customer along with gaining
competitive advantage.
Cons- Competitors of red Robins can get to know about its strategies and make changes
in their strategies which creates a challenge for company.
Investment abroad- Company can invest in FDI so as to gain competitive advantage in
other countries too.
Pros- it will help company in capturing larger customer base and in generating higher
profit.
Cons- It becomes difficult to analyse changing needs of customers of another country
.
Conclusion: -
From the above project report, it was concluded that management of company have to
take effective steps in order to motivate employees by providing them growth
opportunity. This project encompasses of allocation of resources for small enterprises so
as to achieve objectives. In addition to that, it also depicts CRM with various methods
for development of business trans nationality by analysing pros and cons.
Forecasting existing premises: It is also important for small business to focus on this
aspect and is widely used by management of companies so as to attain organisational
goals. In addition to that, it is used to frame strategic planning as well as in utilising of
available resources in a best manner. With this, resources can be allocated in a right
manner. The main aim for framing of strategies is to promote economic development of
company as well as in generating brand image of company. In context to Red Robins, it
invites new innovative ideas so as to compete with its rivals and to remain competitive in
dynamic business environment. By managing and running small business, company can
boost employee morale.
Property and apparatus: Management of Red Robins focus on making better
infrastructure and tries to make it more modern by brining innovation to its infrastructure.
This will help company in attracting potential customers as well as enhances company’s
effectiveness and efficiency.
 Individual skills- The management of Red Robins provides frequent training and
development sessions so as to make them more productive towards work. It
analysis strengths and weaknesses of employees and based on that conduct
training sessions. It is important for business to evaluate performance of
employees and based on that provides training. With training and development
sessions, employees can become more enhanced towards work and make it easier
to attain organisational goals effectively and efficiently.
Organisational civilisation: - It refers to the process opted by
management so as to focus on creating foster culture within the business by
following ethics, code of conduct and norms. Managers of Red Robins focus on
creating good employee association by which company can accomplish
organisational goals. It also focusses on adhocracy, market, hierarchy and clan by
satisfying expectations of workforce as well motivates them to work with peak
potential.
ACTIVITY – 1
Introduction:- Entrepreneurs should have to focus on analysing customer needs
and wants and based on that produces products that can satisfy their expectation. It is
imperative for business to analyse customer demand and frame strategies which leads
company towards attainment of objectives (Bratton and et al., 2021). In addition to that,
rapid change of customer demand creates difficulty for business in analysing trends and in
implementation of strategies. It is human tendency to choose quality product but by paying
minimum price. This project report is based on Red Robin, a restaurant located in Yakima,
Washington and United States. It will cover forecasting as well as allocating resources that
are being opted by organisation in order to accomplish objectives. Along with this, it will
also cover CRM along with different methods of developing enterprise trans nationality by
analysing pros and cons.
TASK – 1
P1. Elaborate main concern for small or social enterprise in forecasting and
allocating resources to attain objectives
Company Overview: - Red Robin is an American restaurant having
headquartered in Seattle, United States. It wants to expand its business of catering services
globally and the main objectives of company is to meet customer expectation by good
interpersonal relationship. It is important for company to maintain good interpersonal
relationship with its customers as it helps in elevating brand image as well as promotes
economic development. With this, company can attract larger customer base and generates
higher profit.
Small Enterprise: - This type of business is fully owned and operated by
entrepreneurs which restricts involvement of government. But it has to comply with all
rules and regulations framed by government so as to avoid penalties. The core aim of this
type of business is to meet expectation of customers by analysing their needs and wants and
based on that renders service. In context to Red Robins, it formulates effective strategies so
as to remain competitive and sustainable in dynamic business environment. By this,
company can generate higher profit and leads to compete with its competitors. Following
are some key elements that a business has to take into consideration while allocating
resources so as to attain objectives.
Evaluating resources: It is key concern of small business to evaluate the
Human Resource Management:- It may be referred as the aptitude of managers to
analyse vacancy within organisation and to hire right candidate who have ability to
contribute in accomplishment of objectives (Prodanova and et al., 2019). Along with
this, Red Robins follows a structured process of hiring new candidate for filling vacant
job position in company. It will help company in fulfilment of objectives by hiring
right candidate for right job role.
 Staffing and retention: The main role of a Human Resource manager is to
recruit right candidate for right job role of company or it will negatively affect on
company’s performance. Along with this, managers maintain good interpersonal
relationships with its employees by understanding their feelings and emotions. It
will help company in reducing employee turnover and eventually in reducing
overall cost.
 Performance management: - It is imperative for company to evaluate
performance of employees so that corrective actions can be taken. It is crucial to
assess performance of employees so that strategies can be framed so as to enhance
their productivity. It will help company in meeting customer’s expectation by
rendering quality service with high skilled workforce.
 Effective Team: The management of Red robins tends to focus on developing
effective teams aby choosing bets candidate within candidates. With this, it
becomes easier for company to accomplish project before meeting deadline. This
will help company in elevating performance and makes it simplified to attain
organisational goals.
Business Plan for Red Robins:- Company focus on developing
business plan so as to achieve objectives within time frame period.
Basis of Business Plan Description
Vision of company The vision of company is to formulate plans for taking
effective managerial and operational decision.
Mission of company The mission of company is to fulfil customer needs and
wants by rendering quality service through skilled
workforce.
Ambition . The core aim for company is to attain organisational
objective and to remain competitive in dynamic business
environment.
TASK – 2
P2. Elucidate customer relationship management for small or social
business
Customer Relationship Management (CRM)- The management of Red
Robins tries to communicate and wants to maintain interpersonal relationships with its
customers. It will help company in analysing their needs and wants and based on that
they can render quality service. It will also help in attracting more and more customers
by which company can generate higher profit. In addition to that, company can gain
competitive advantage by analysing customer’s needs and wants. Following are some
steps that Red robins opt in order to maintain relationship with its customers.
Step1- Understanding business needs- In the initial stage, business tries to
recognise their own objectives and needs that they have to fulfil. The company
have need to manage relation with its customers.
Step2-Ubnderstanding user’s needs- It becomes complex to understand needs of
customers due to its dynamic in nature. In context to Red Robins, company opts
online platforms by which it can collect data and based on interpretation,
creates insights for further use.
Step3- Understanding of future customer’s needs- It is imperative for business
to analyse future demand of customers so that alteration can be done in current
strategies (Dominguez and Mayrhofer, 2017). Management of Red Robins
maintains healthy relations with its customers so as to understand their future
demand and preferences.
Step 4- defining vision and selection of right system- In this stage, company
sets a vision that depicts organisational objectives which company wants to
achieve. The vision of company is to render high quality services to its
customer at low price. This will help company in attracting new customers as
well as in retaining existing customers.
Step5- Framing of Plan and sharing- In this stage, business frames effective
plan for marketing and promotion in order to showcase its product on both
online and offline channels. It will help customers in making aware about
company’s offering and product. In case of Red Robins, it opts digital
marketing so as to promote its product.