Role of customer relationship management in retail sector

The Effects of CRM in Retail Markets |

role of customer relationship management in retail sector

Customer relationship management (CRM) has never been as relevant for organizations as it is ature by exploring several analytical CRM dimensions in the retail sector. Moreover . 4 Case study: description of the retail company. Know about CRM and its benefits to the players in the retail industry. Also CRM , or Customer Relationship Management, has been an unsung hero in the retail industry for a long time. This is where the role of CRM comes into the picture. CRM (Customer relationship management) software is a software that is In a retail business you deal with the customers directly and it is.

It is important for a business to show commitment to the customer, by creating an environment that provides a valuable service and embodies a sense of accountability. It is important for the customer to feel like a part of the organization, and this can only be achieved if a positive perception is implemented by the business.

The steps taken by any business to achieve customer loyalty can vary depending on the industry it is involved in. Selection and Positioning According to Peelen The aim of CRM is to help organizations to manage their marketing and build up a better relationship with the customer.

Role of CRM in Retail business

Some of the purposes that a successful CRM program includes are: According to Kumar and Reinartz Additionally, they are also used to collect information about the customers and analyse the data for improvements in processes, services or products.

Focus on CRM technology and business application is important in the overall success of established processes for an organization. The collection and analysis of customer activity holds vital data that could result in the market strategy success for the organization. Additionally, CRM can help in the promotion of sales, and provide valuable insight for new product development and improvement, which could be used to retain and attract customers.

Impact on Retailer The implementation of a CRM system can help a retailer in understanding the customer, enhance the relationship as well as predict potential behaviour and sales; all forming an effective way of managing the client-retailer relationship McKenzie, The example of Wal-Mart is highlighted below: It was theorized that the reason for this was that fathers were stopping off at Wal-Mart to buy nappies for their babies, and since they could no longer go down to the pub as often, would buy beer as well.

As a result of this finding, the supermarket chain is alleged to have the nappies next to the beer, resulting in increased sales of both. The model adopted by Wal-Mart model amalgamated the enterprise resource planning ERP and with a strong communication medium to create a hybrid system that could allow it effectively understand the trends being adopted by the consumer.

From the above case study, Wal-Mart was able to quickly reflect on the consumer demand, linking it to production and following up with the development of a customized product according to customer needs. While the general perception may be that the organizations are focused on price, the actual benefit of employing IT systems in collaboration with CRM systems is to systematically understand the customer, and market according to the developing trend, growing the consumer-base steadily.

The implementation of CRM helps an organization to compete both in service and quality. According to Freeland Non-achievements of CRM CRM applications can be used to enhance productivity, improve decision- making, and streamline call centre operations Iyer and Bejou, However, it is illogical for any organization to think that it can achieve the completion of all tasks using this system.

CRM relies on the sales staff to perform tasks like following up with clients and closing sales, while it remains a component of the market structure. The success or failure of the transaction depends on the skills of the staff.

Also, since CRM applications are based on historical data, they cannot predict the future. Rather, they offer projections based on the collected data to highlight areas that could become possible changes in trajectory. Lastly, CRM systems are not complete solutions to every any crisis that an organization may face. CRM is not a fool-proof method of establishing business sustainability if innovation and change is not implemented. Analysis and Conclusions The purpose of Customer Relationship Management CRM is to give organizations the ability to manage their customers in an efficient and effective manner Wikipedia, This is achieved through the introduction of systems and procedures that are reliable, especially when it comes to any form of interaction with customers.

role of customer relationship management in retail sector

The hi-tech world that we live in requires organizations to modify their business processes along with installing software that will make the CRM system more effective. However, assuming that a CRM system on its own will be the key to success is wrong. Organizations need to understand that technology is merely the starting point, with the importance lying in embedding customer focus into the culture and procedures of the company, especially in order to gain competitive advantage in the industry and market.

From the initial point of creating viable relationships with customers, to the retention and growth activities, CRM plays a dynamic role for any business.

Benefits of Good Customer Relations in the Retail Industry, CRM Benefits

It is ever more important in time of downturn, as it offers avenues for a business to utilise to in order to gain further attention from the consumer- base, while relying on the loyalty of the established customers to see it through. Technology and Process The success of CRM is not solely on technology, but reliant on the integration of various processes.

While technology should be strategic and cost-effective, it should provide the flexibility and growth options for long- term opportunities of the business. An important factor that must always be considered for any form of network linkup is security, as that is adamant in respect to protecting the core functionality and the resources of CRM.

Since system customization is a costly exercise, organizations should take into account the future needs that could develop, and design CRM systems that are configurable to changing business demands. Timing is everything in an effective CRM program.

Knowing about the customer and their habits helps a business identify the right time and product to ensure that the system produces the results that help the productivity of the business. Also, a business should give due importance to the regular monitoring and refinement of various processes, so that the organization can retain optimum performance in all aspects. The CRM process is divisible into the following: This refers to the grouping of customers based on their different characteristics.

Segmentation of customers can be done on the interaction that they have at the time of sales or the way they wish to be informed of upcoming products or events. The creation of a profile for each customer allows for a systematic flow to be embedded in the CRM process design. Communication with clients can take several formats. With multiple modes at the disposal of the business, it is important that the right one be selected in order to have a stronger and positive response from the consumer.

The choice depends on the nature of the business and the message being imparted, but the mode could be print, mail or electronic. Any strategies designed by the organization should fit within the culture and the operational processes.

Once this fit is determined, the strategy should be implemented. As an example, the strategy could be linked to the sending out of direct mails that have been prepared for introduction of a new product. As a CRM strategy, it is essential that staff who deal with customer are well-informed of the segments and the strategy, so they can be ready to pass the information to customers, or direct customers in the right direction. Where customers have been classified for a particular level of service, this would require more organizational entities to remain in the loop, in order for the strategy to be effective.

At the end of the implementation, it is important for the company to assess the effectiveness of the strategy. In terms of any campaigns, this could be in the form of numbering the performance of various aspects of the process, by both the customer as well as an internal individual of the organization.

This data helps in analysing the changes that should be adopted for future strategies. The focus of this paper is on the CRM process when it comes to roles that are facing the customer. The perspective in discussion is the building of a common view of the customer from all business channels and sharing the information gathered with relevant functions. There are four factors that companies should reflect on deeply, based on various marketing literatures: But organizations should not look forward to increasing the relationships on a quantity scale.

Instead, the focus should always be on improving the quality of the existing relationships, and any new ones that may develop with time. Businesses should not view these or measure them as independent incidents, but instead focus on them as interdependent transactions that create their own dynamic system with time.

It is important that the firm show a difference in each interaction and manage the relationships in a variety of ways. CRM systems allow companies to manage each stage of the relationship in a systematic and proactive manner. Benefits of CRM The primary benefits of CRM include significant improvement to the marketing techniques, as well as better chances of customer retention and growth in market share for the business.

By ensuring that the system targets customers with high-value propositions that satisfy their needs, CRM improves marketing tools used by an organization. Upon improving its product offerings, a business gains the ability to retain its customers and establish a sense of loyalty between each other. However, it is important for better service to be maintained over time, which generated enough positive marketing from word of mouth to help establish a significant level of growth in the market.

Capitalization on CRM The benefits of CRM are not limited to any one department of a company, but rather flow across the various units and functions of the business. Firms should make an informed decision of offering customers solutions that are designed to fulfil their needs, and not simply developed to be a quick sale.

By creating relationships with consumers, firms can gain the ability to access improved interactions with their target audience and gage the needs of the customer. Some key attributes of creating good customer relationship are: This reflects on the ability to offer a medium to listen to suggestions and complaints that a customer may have. Communication allows the organization to have a better understanding of the consumer, and develop a stronger bond with them.

Hence, it can be stated that there is value to be added to a business from relationships. It is essential that every member of an organization understand the customer in order to make consumer loyalty a reality for the business. CRM Retention Strategies Customer retention is important, because it is cheaper to keep existing customers happy than to attract new ones.

It is due to this reason that businesses continue to invest in CRM, as customer turnover cost can result in an overall loss for the business. For customers, the decision of engaging with any business comes down to the satisfaction and value that they can receive or expect to receive.

For the continuation of any relationship, consumers evaluate the current and past performances of the firm, as well as incorporating the expected performance from the future.

If a customer believes there is a benefit, real or perceived, of doing business with a vendor they may be less likely to stop doing business with them. Charles Schwab, the investment and financial company, embraces the notion of managing customer value CRM Magazine, The company analyzed the method in which clients did business with them and anticipated emerging priorities that could develop. By utilizing technology to improve data mining and sales processes, the information was applied to establish marketing strategies that could entice potential customers.

The establishment of a communication channel is dependent on the importance that a company places on the relationship it has with its customers Customer Profitability Another benefit of a successful CRM implementation is the ability to analyse customer profitability.

This is the term used to define the right customers, as well as to convert average customers to ones from which the business can derive a profit.

The customer relation process should include methods of determining the cost that each customer brings to an organization, in order to be able to calculate the value of the relationship and allow the business to focus on those which are more profitable than others. The concept behind such an analysis is to be a win-win situation for both the customer as well as the organization, as the elimination of transactions which are not feasible or of value to the organization would allow more focus to be made on the ones that do matter.

Hence, customers who are symbolic to the effectiveness of the business would be given special attention and have stronger relationships with the company. Segmentation CRM helps you gather information about each of your customers, including preferences and demographic data.

role of customer relationship management in retail sector

You can use such information to segment your market and customize your approach to each group of customers. For example, if you find you have a large number of young families in a segment, you can create a family-friendly retail environment. If your data shows you have many seniors, you can install ramps for wheelchairs and make your store more easily accessible.

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  • The Effects of CRM in Retail Markets

The effect of segmentation based on CRM data is to adjust your retail strategies to better suit the customers you have. Promotions The data you gather within a CRM system lets you not only target a market segment with promotions that appeal to its members, but also to target individual customers.

And when a customer visits your website you can accordingly look into what they are looking for and include the promotion of that particular product in their newsletter. For example you have a sports related store and a customer looked into some fitness wear hence you can include the promotion of that product in their newsletter or emails, etc.

This way you will be able to provide them better service by having their interests included in their sms and emails or newsletters. In case of damage or issue you will be able to provide them with the same item in lower price in their next purchase or even give free service, etc to provide them to gain more customer satisfaction. Loyalty CRM allows you to focus on each customer individually hence you can pay attention to their needs more closely.

This way you can also focus on your long term customers and provide them with points, bonuses and rewards which will help you gain customer loyalty. This way you can have better business as loyalty will bring you committed customers which will set the level of your sale and profit in the right track. Cost effective It allows you to manage the customers in the most cost effective way. You can send out bulk sms and email easily updating them about the upcoming sale, offers and also allows you to take care of them individually by focusing on their individual needs.

New buyers CRM does not only manage your old customers or existing customers for you.