Hardrock Case Study

625 Words Sep 5th, 2011 3 Pages
1. What problems did the Rank Group find with the Hard Rock’s three main internal information systems (restaurant operations, merchandising, and financial)? Why was this a problem?

INTERNAL INFORMATION SYSTEMS PROBLEMS EFFECTS
Restaurant Operations - Different management systems adopted by the franchisees
- No unified standards for all outlets
- Flow of business processes are in a mess
- Lack of communication
- Used the Linux box network which is prone to hackers - Customers will not be able to taste the signature food designed for Hard Rock
- Decrease in customer satisfaction as every outlet provides different standards of food offered
- Difficulty for corporate office to analyze sales record
- Lack of security
Merchandising
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What’s the role of CRM?

Customer relationship management (CRM) is strategy used to manage a customer’s interaction with customers, clients and sales prospects. It usually involves the use of technologies to reach out to customers.

Role of CRM:

a) Increase customer base – attract more local crowd more consistently for Hard Rock Cafe
b) Track customers behavior and promote according to customers’ needs
c) Enable marketing departments to identify and target their best customers
d) Improve customer satisfaction with the highest level of service and personalization
e) Offer real time promotional campaigns based on customer preferences
f) Provide employees with information and processes that is needed to understand their customers’ needs and expectations to build effective relationships between the company and customers
g) Increase profits of the company

4. How does the data in a CRM differ from that of a POS?
DATA IN CRM DATA IN POS
a) Customer ID
b) Transaction ID (from POS)
c) Customer Name
d) Age
e) Address
f) Contact Number
g) Email
h) Favorite Musical Type
i) Favorite Music Band
j) Past Purchases
k) Picture ID a) Transaction ID
b) Total price
c) Unit Price
d) Food ID/Name
e) Product ID/Name
f) Date of

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