Implementing Customer Relationship Management as a Core Business Strategy

SWOT analysis is a systematic thinking and strategic management tool that helps managers to assess the strengths, weaknesses, opportunities, and threats in their organizations, with the aim of identifying areas that need improvements (Blayney, 2013). Knowledge gained from SWOT analysis informs resource allocation and deployment, hiring needs and other strategies for improving overall efficiency. At the same time, SWOT analysis helps an organization to gauge its market position compared to competitors, and what it needs to do to achieve a competitive edge. Marketing campaign is one of the major challenges in promoting a certain product. It is crucial to assess every detail of the marketing plan in order for the business to

Chang makes a point of putting their customers’ satisfaction at the forefront of their business. This position is illustrated in the 2010 financial report of P.F. Chang which stated that the company’s aim was to “strive to create a loyal customer base that generates a high level of repeat business in our restaurants and translates to interest and trial of our retail products [however] Our business is highly sensitive to changes in guest traffic and our operators concentrate on consistent execution of superior customer service while also focusing on additional opportunities for operating efficiencies” (P.F. Chang, 2011).

throughout this literature review we shall adopt the approach of Payne and Frow [1] who

Relationship marketing is very important concept to attract and keep the customers in organizations. In modern business world, marketing focus reflect the move away from transactional marketing to relationship marketing. Establishing, maintaining and enhancing customer relationships have always been an important aspect of business. However, over the last few years there has been a significant increase in customer relationship marketing (CRM). The concept of customer relationship marketing (CRM) is widely understood, both academically and professionally. Its goal is to bolster strong relationships and convert indifferent customers into loyal ones. Customer relationship marketing is determined by trust, commitment, empathy, power, cooperation, financial

Today marketing must be understood not in the whole logic of making a sale “telling and selling “but in the new sense of sustaining customer needs. In the market understanding the customer and his wants is an important task .selling together to please customer needs and form customer relationships.

The product that we have chosen to do our research on is mixing kind of alcohol with an energy drink with new brand name (Alcobom). I will produces and sell this new energy drinks. It specializes in adult’s drink. The company and brand are new to the market. In order to provide a useful plan, the target segment has been identified and defined, a SWOT analysis has been carried out for the brand and organization, and marketing communications objectives have been set. The plan identifies the target market through segmentation variables. Finally the marketing communications objectives will be set in the final section.

Customer service is the process of interacting with the customers and the companies to understand the customers’ demands and queries. The customer service is there for each top restaurant who wants to provide a better dining experience to their customers and to get feedbacks from them (Huemer and Setzer, 2011). The customer service helps the company or the restaurants to understand the needs and demands of its customers. By doing that, the company can retain their customers who become loyal to the restaurant after certain period of being served and thus, the restaurant wins the heart of its customers. The main objective in carrying out this research is to determine the importance of customer service process in the acquisition of customer loyalty and their retention to the restaurants in UK by taking the special reference of top two restaurants where one is Berners Tavern and another is New London Café.

Customer Relationship Management (CRM) is an important part of any companies ' sales mix. As part of a sales mix, companies must have a strong sales team; a well planned and executed marketing strategy, and a method to record pertinent information to manage customer relations. A CRM system is an important part in any company. They have a variety of uses from holding basic information such as names and address, to holding other information including relationship history, contract information, and recording customer satisfaction levels.

In the past few decades Customer relationship was none existence with business organization making no effort to build relationships with its customers. But since then strong competition has forced business to form long lasting relationships with its customers, if it needs to stay in business. The term Customer Relationship Marketing first emerged during the 1990’s. It was made possible due to the advancement in IT and the flow of information. IT allowed business to store and retrieve Customer information so thus it lead to the definition information enabled relationship marketing ( Ryals & Payne, 2001). However CRM does have a wide definition but what is

Customer Relationship Management (CRM) describes the practices, strategies, and technologies many businesses use to manage and critique customer services through customer behavior. A CRM system helps a business relate more to a customer and implementing a functional system will not only increase profits, but our relationship with our customers will grow stronger. CRM systems are designed to store information on customers across a vast majority of channels or points of contact between the customer and the business. For Tru Lit to utilize a CRM system, there should be an interactive website, telephone number, online chat, e-mail, and multiple social media platforms that our customers can easily access

Majority of administrations have observed the customer relationship management (CRM) design as a hi-tech explanation for glitches in individual region, convoyed by a great deal of not coordinated enterprises. in any case, customer relationship management have to be conceptualized as a strategy, due to its technological, human, and processes implications, meanwhile an organization decides to carry it out. On this concept, the main aim declared in this research is to propose, vindicate, and legalize a model based on critical success influences that will constitute a lead for companies in the

Customer Relationship Marketing (CRM) is more focused on what happens after a customer is acquired. The goal is to develop a long-term customer relationship that benefits both the customer and the company. This summary will discuss the purpose of customer relationship marketing, the customer value versus the company value, strategies used to implement CRM, and review companies that have successfully implemented customer relationship marketing programs.

A new focus and new strategic marketing efforts have changed from over the last twenty years. We no longer only focus on the 4 P’s of marketing with generalized and large segment marketing, because it does not focus on individual wants, desires, needs and personal customer attention (Bang, 2012, p. 400). Previous generalized efforts, does not keep the customer front and center and there isn’t enough focus on doing business ethically, sociably, or culturally. These days, customers have many options at their fingertips via the Internet. There are many companies reaching out and persuading people around the clock from all over the world. So, having a strong CRM program in place is vital. Having a competitive advantage is one thing, but relating with your customers on a personal, ethical, and in socially responsible manner will provide an advantage and sustainable customer relationships. A company must start with the basics,

study and rationale of the study are discussed in the first half. Then this chapter goes

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