An Analysis of the Factors of Successful Implementation of Customer Relationship Management in Chain of Supermarkets in the United Kingdom

2451 Words Mar 22nd, 2013 10 Pages
An analysis of the factors of successful implementation of customer relationship management in chain of supermarkets in the United Kingdom 1. Introduction
Today, more and more companies find that cultivating customer loyalty is a key factor to achieve success. Customer relationship management (CRM) focuses on the relationship between customer and company. Due to this feature, many companies are trying to establish their own CRM system for helping them to connect new customers and boost old customers’ long-term loyalty. CRM systems include operations and analysis, and relationship marketing strategy and supporting, customer-centric business processes (Buttle 2004). With the development of information technology (IT), using CRM system
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The factors which influence the use of CRM will be evaluated. At the same time, the use of CRM at TESCOS will be analysed. CRM is a very useful tool for the success of supermarkets in the UK.

2. Definitions
The earliest country to development of CRM is the United States. In 1999, the company Gartner Group Inc explored the conceptualisation of CRM and used it into field of marketing. Then, Parvatiyar and Sheth (2001) provided that the implementation of CRM process model which included four parts: CRM relationship formation, management and governance, performance, and evolution. Apart from strategic and financial target, they think loyalty and customer satisfaction is one aspect of CRM performance. Improving marketing productivity and strengthen the mutual value of the relevant parties involved in the relationship are the overall objective of CRM ( Parvatiyar and Sheth ,2001). However, Boulding et al. (2005) had a new point about CRM; they believed that CRM is the outcome of evolving and integrated marketing ideas and new usable data, technologies, and organizational forms. They draw this conclusion on analysing successful implementations of CRM.
From a dictionary of Business and Management in Economics & Business, supermarket means “a large self-service store that carries a wide variety of food, household products, and other goods, which it sells in high volumes at relatively low price.”

3. Main body
3.1 Benefits

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