CRM (Tesco) Statistics Project Example | Topics and Well Written Essays - 7000 words

CRM (Tesco) - Statistics Project ExampleThis dissertation basically aimed to achieve an understanding of whether the concepts of customer relationship management which are so effective in industries analogous banking, airlines etc croup also be as useful as they are for the said industries. This research therefore focused on the broad categorization of whether CRM has the index to create customer loyalty and if yes can the same concept be imitated for the sell industry.The Dissertation describes the customer relationship management (CRM) initiatives undertaken by Tesco, the number sensation retailing company in the United Kingdom (UK), since the mid-1990s. The companys growth and its numerous customer service efforts are discussed. The dissertation then studies the loyalty card end launched by the company in 1995. It examines how the data generated through this scheme was used to modify the companys marketing strategies and explores the role played by the scheme in fashioning Tesco the market leader. This dissertation also takes a look at the various other ways in which Tesco tried to offer its customers the best possible service. Finally, the companys afterlife prospects are commented on in light of changing market dynamics, the companys saucy strategic game plan.Customer relationship management is not a new concept as many organisations wee-wee successfully implemented it to achieve better results. The business model of the Dell suggests that how delivering directly to the customers can create healthy customer loyalty and help develop the effective customer relationship management within the organisation.In its essence, Customer relationship management is considered as an occupation through which organisations try to maintain customer retention and try to develop customer loyalty through that. However information technology has played an meaning(a) role in the development of CRM not only as a concept but also as a practical reality. However tradi tionally CRM has remained the domain of some typical and particular industries such as banking, airlines, automobiles, hotels as well as electronic commerce. Retail Industry such as enlarged super stores such as Tesco, ASDA etc has not been able to initiate the same level of CRM as it should have been.As a case study we have chosen Tesco as our reference point for discussing the CRM with specific reference to Tesco.This study will aim to analyze and understand the role of CRM into retail industry and whether CRM can prove useful in Retail Industry. Accordingly research objectives such as the ability of CRM to create customer loyalty, whether CRM has the ability to create the same for retail industry and to finally evaluate the extent of CRM into current industry.Company HistoryHistory of Tesco can be traced back to the second decade of last nose candy when Jack Cohen started to sell grocessories from a stall in London. The business survived and soon it emerged as the leading groce ry providers in the country. Tesco is now the largest retail organisation in UK in