The paper 'Integrated CRM Strategy Plan - Coles Supermarket" is a perfect example of a marketing case study. Coles Supermarket is a renowned retail store based in Australia. It specializes in the provision of fresh food, general merchandise, groceries, liquor, financial services and all these products are successfully provided through their national supermarket network as well as online marketing (Waterford, 2015, web). Additionally, Coles Supermarket operates over two thousand – three hundred outlets in Australia and it is basically located in Blackmans bay around Tasmania extending right to Casuarina. Furthermore, it is made up of over 99326 employees driven by the company’ s main strategies which involve; delivering goods, better store network, extend value leadership, simplicity focuses on freshness, establish greater employment opportunities, transform liquor and expand its growth tremendously (Coles, 2015, web).
However, all these strategies would not be a success if a well stipulated integrated CRM is not in place. By so saying, it means that a better comprehension of consumer’ s requirements and needs have rarely been of utmost importance given the fact that marketing, sales as well as service models are undergoing changes due to the influence of social media. Therefore, in an effort to improve the interaction between the company and the consumers, this project aims at implementing a new CRM model for Coles Supermarket in order to help it manage the processes that involve customers either directly or indirectly.
Therefore, by using literature reviews and information from the websites, this report will evaluate and examine Coles organizational objectives responsible for the development of a good CRM, examine the need to establish a CRM and recommend ways of improving Cole’ s CRM. 2.0 Conceptual background The most crucial question that should worry most managers related to their organization’ s CRM revolves around the major areas that the CRM information needs to deal with first for the business (Goldenberg, 2008, 30).
By so saying, it means that effective integration of CRM data leverages the organization's knowledge about the consumers into an actionable and better competitive advantage for service and sales teams (Silverpop, 2015, web). In other words, those organizations that utilize their already existing information and data better can change CRM into a primary strategic initiative from a tactical approach that can ultimately improve the organization's results. The most notable mistake that most organizations make when it comes to the integration of CRM with the already existing business applications starts right from the commencement of a project (CRMswitch, 2012, web).
In this case, most companies try to encompass so much within a short spell hence ending up failing at the end (Murray & Shaughnessy, 2011, 106). In simple terms, this mistake is common since it occurs especially when information and data integration is seen as a technical subject issue rather than a business strategically driven issue.
Therefore, in any organization, not all data can be integrated at once, only those important reams of customer information and data can be integrated first. The common trends that most organizations such as Cole’ s supermarket use in their CRM initiative plan include; marketing which comprises of data markets, lists and prospects about consumers (Act, 2015, web). In this case, the generated leads from the sales campaign could help determine the promotional and advertising campaigns that are really working. Sales automation application is another way of initiating CRM since it helps the marketing department of the organization to deal with service issues whether it’ s via the web or a field service rep.
Moreover, it encompasses customer data and information on transactions and purchasing preferences which are important attributes of the buying behavior important for the marketing department to plan for the upcoming promotions and campaigns ( Update, 2015, web). The third CRM initiative most companies employ is a Customer service application which involves very important feedback that does not necessarily have to go back to the marketing department.
However, it acts as a backbone and a foundation for the setting up and preparing for the upcoming promotions and marketing campaigns (Mathena et al. , 2009, 47). In other words, the main primary objective is seeing to it that the consumer data is well integrated and the marketing department can easily have a 360-degree analytical view of all information and resources revolving around customer relationship management
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