Crm Waitrose

Acknowledgement

I would like to thank the Almighty for blessing me through the entire dissertation.

I would like to thank and appreciate my esteemed Professor, without whom this dissertation would not have been possible. He has been my mentor and has encouraged me to grow as an observer. His priceless advice on the career and research has helped me complete my dissertation.

I would like to express my gratitude and wholeheartedly thank my parents for their sacrifices as well as continues support. Their prayers have made me attain success and my feelings for them cannot be expressed in words. A special thanks to my friends who have encouraged me to write this thesis and assisted me in striving my goal. I would also like to thank the Waitrose Company’s consumers and employees for supporting me by providing valuable data.

Abstract

This report critically examines the business competitiveness and the way it is enhanced by employing customer relationship management (CRM). The increased market competition is a major concern of the businesses today. The organizations are trying their best in implement and drafting effective strategies so that the competitive advantage can be increased and the business sustains for a prolonged period. CRM is a new concept for the companies and many businesses are supporting it due to the assistance offered by CRM in increasing the chances of gaining advantage over the competitors by helping the consumers attain satisfaction.  

The entire report is categorized into five important chapters. The foremost chapter discusses the core components along with research limitations, questions, objectives, aims, rational and background. This chapter helps in getting familiarized with the major research context and the manner in which the objectives as well as the aims are established on the context basis. The literature published in reviewed critically in the second chapter for understanding in detail the basis on which the part researches have been done. The topics which are reviewed in this research include programs and strategies linked with the CRM’s execution, business cycle of CRM, purpose as well as process of CRM. The next chapter demonstrates the design of the research involving the details of various methodologies, processes and techniques utilized in the procedure of research. The interpretation and analysis of both quantitative as well as qualitative data is portrayed in the fourth chapter. The last chapter includes the conclusions and outcomes of the research derived by associating them with the objectives.  

                                                    Chapter 1: Introduction

The concept of CRM involves people, technology as well as the process. It is the means to observe the relationship with the employees or consumers. According to Kostojohn et al (2011), CRM mainly focuses on relationship development, consumer retention and attainment of maximized profits or revenues by maintaining right balance among the organizational investment and consumer satisfaction. It further assists the firms in sustaining in international or global markets for a prolonged period and maintaining strong relations with the vital clients/consumers and the shareholders. Its ultimate objective is the creation and representation of the strategies that assist both firms and consumers by providing them the knowledge of the technology and the consumers (Goldenberg, 2003). CRM is a process and system helping the organization in identifying potential consumers and offering them competent services.