Customer Relationship Management at Tesco

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CUSTOMERS RELATIONSHIP MANAGEMET AT TESCO
A Must, Every Customer Wants to be satisfied

7/7/2011
Name:

Table of Contents

Chapter 1. Executive Summary ….….………………………….………………3

Chapter 2. Literature Review……………………………………………………4

Chapter 3. Limitations to Research……………………………………………..6

Chapter 4. Research Methodology……….……………………….….…..……..7

Chapter 5. Research Findings and Results ……………...……..…………………9

Chapter 6. Evaluation…………………………………………………………...10

References …………………………………………………………………………………………..11

List of Tables
1. Customer Feedback ………………….………………………………….……………..…9

Chapter 1. Executive Summary

These days customer satisfaction is becoming too important part of industry. It also help to generate revenue & loyal customers. Customer Relationships Management deals with issues related to customers like addressing their queries. Basically it’s the management of interaction between the business & the customer. With help of above mentioned points we can understand the importance of CRM. Please see below:

• Loyal customers are too important for the company

• Proper implementation of CRM will increase the faith of customer in the business

• Helpful in generating more revenue

• Attracts new future clients

In the following chapters we will discuss CRM importance & how important it is to explore this area of new studies. For this we are going to consider TESCO CRM.

Some of the areas of its application are as follows:

• Act as interface between customer & organization

• Help to automated all related processes

• If done properly can act as a great marketing tool

• Helps to establish loyal customers

• Can result in profit making part from customer process automation

• Really helpful in managing after sales services

Chapter 2. Literature Review

CRM will be the key industry in coming times. Every company wants loyal customers. Tesco really has a vision to understand their customers. They really worked in innovative way towards customer loyalty & satisfaction. We can clearly see how seriously TESCO things about a effective CRM (Brayan, 2002). TESCO also uses CRM to boost its sales & as marketing tool too (Humby, 2003).

We will study the nature of different type of customer relationship management strategies adopted by TESCO from time to time. One has to remember that CRM activities of TESCO greatly reflects their marketing strategies too & vice versa such as in 1979 they launched “Checkout at TESCO” which is a price cutting campaign, in 1985 “Healthy Eating” initiative was introduced which will address the nutritional point of view. Similarly in 1990 they came up with three type of store plan that is TESCO METRO, EXPRESS & EXTRA STORE. The customer service section of TESCO is always impressive. Their “First Class Service”, “Loyalty Card Scheme” etc are exceptional in the particular segment. They always follow a unique way of customer relationship management (Francis, 2009).

Aim

Our research aim is “To find out relationship between CRM at TESCO & TESCO success story”. An attempt will also be made to study how important CRM is for a business & how positively it can affect the business.

Limitations of Research

Everything has a positive & negative aspect too. It is very important to consider all limitations during a research as if not addressed then will affect your decision making process. The major limitations for our research are limited funds, short timeline, small team size, & confined to particular area

Research Question

1) Is customer relationship management helped in success of brand TESCO in UK & also worked in parallel as marketing tool? Research Objectives

1)  To show the effectiveness CRM at TESCO & make people aware of them.

2) To show that innovation always plays important part in business.

3) To show that how tightly CRM activities are related to company’s profit.

Data Collection &...
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