Crm Vera Groningen

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Customer Relationship Management
Vera Groningen
Club for the international pop underground

Executive Summary
This report takes both Customer Relationship Management (CRM) study and Vera Groningen club into account, in order to combine CRM theories with practical practice. Based on this, while studying theories and doing practical researches, a conclusion and several recommendations are given at the end of report. Customer relationship management is becoming a hot topic for years. In short, it helps organization maximize the value of every customer’s interaction and drive superior corporate performance. More specifically speaking, it mainly focuses on organizing around customer segments, fostering behavior that satisfies customers and implementing customer-centric process to maximizing profitability, revenue and customer satisfaction. It helps identifying, acquiring and retaining customers by enabling organization to manage and coordinate customer interaction across multiple channels, departments and lines of business. As the future trend shows that customer is becoming more and more important, CRM deserves more attention since both companies and customers are getting benefits. Vera is a well-known club in north of the Netherlands which mostly provides underground music live shows, unique movie nights, dance night and many more appealing activities. Meanwhile, it is also a bar in the evening. Vera is located in Groningen where the youngest city of the Netherlands is, filled up by plenty of students, Vera has many opportunities to make money based on a survey named “Van Spronsen& Partners“. Along with increasing live entertainment, Vera is chosen to be promising in coming future. Although two main competitors, Simplon and Oosterpoort, also have their specialties, Vera has proven its popularity in several ways. Vera is well-known for its Zienema, Swingavond, Downstage, Art Division and Aritists Accomendation. Its unique poster design and old-fashion decoration also let them become special. By providing both Dutch and English information on its website, a large amount of its target group, students, can be reached. Social media is also in use, such as Facebook, Twitter, LastFM and Spotify. By working together with Active Ticket company, a customer information database is being built up for Vera’s further development. Although the database is not being used effectively, it is still very wise to collect information now. Working with more than 200 volunteers is another uniqueness of Vera. Both Vera and volunteers get benefit from each other. More specifically speaking, because of this cooperation, Vera can provide cheaper events whereas volunteers can gain experience and join shows without charge. Besides volunteers, Vera has a large network with booking agency, various artists, offline box office stores, EurosonicNoorderslag, Zienemaan &Sterren, Noorderzon Performing Arts Festival and etc.

In short, Vera is known for its specialties and it is developing with a certain direction. For further development, Vera may consider inventing a Vera App, creating specific music genre for website agenda, displaying website information all in English and requiring more specific information for signing up on website.

Table of content
1. Introduction ........................................................................ 6 2. Methodology ....................................................................... 6 3. Background of Vera Groningen ................................................. 7 3.1. Vera Groningen ............................................................................... 7 3.2. Mission Statement ........................................................................... 8

4. Market Analysis ........................................................................ 8 4.1. Current Market Situation ....................................................................................... 8 4.2. Competitors...
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