Professional Documents
Culture Documents
INFORMATION SYSTEM
Knowledge Management
System
Generation of knowledge
Sharing knowledge
Adaptation to knowledge
Application of knowledge
Creation of new knowledge.
KM (CONTD.)
Relationship
management
Service
quality
Behaviour of
employees
INTERACTION
MANAGEMENT
The activities for interaction should be well organised as well
as customised through the accessible touch points. The
touch points assist in developing customer profiles on the
basis of the data accumulated from previous customer
records. These touch points should be utilised for
distributing various goods and services as well as for
communicating with the consumers. The implementation of
interaction management is done by receiving feedbacks from
customers and increasing the number of interactive sessions
through attractive methods such as the social network.
RELATIONSHIP
DEVELOPMENT
SERVICE QUALITY
BEHAVIOUR OF
EMPLOYEES
PERCEIVED BENEFITS
Customer satisfaction is linked to a loyalty program.
If the loyalty program in practice is eff ective, it can
maintain customer loyalty and it, sequentially, will
increase the business performance of the
organisation.
A loyalty program does not only generate benefi ts for
customers but also for the company
A loyalty program can generate benefi ts to customers
like their convenience and cash saving. Nonetheless,
people will buy more products if they join a loyalty
program.
The information gathered through the Clubcard is
used by Tesco to send vouchers and statements to
the residence of the customers. Through this, Tesco
sends off ers which would appeal the customers in
purchasing them.
IMPACT OF CRM
It not only enhances the services towards customers
but also diminishes complaints, wastages and costs.
It is also eff ective in reducing the tension of the
staff s because CRM aids in reducing attrition with
increased improvement in the products and services.
Moreover, it permits instant research on the market
which helps in the creation of new ways of
communication with customers.
Through a good CRM, the growth of the business is
enhanced, customers stay for a longer period of time;
chances of gaining new customers are increased
along with greater rates of customer satisfaction. The
overall service of the organisation fl ows easily and
the operation is more methodical and everybody
stays happy.
Recommendations
There are some crucial issues that are required to
be looked at by Tesco even if it is doing well in the
market. Although the Clubcard is popular, some
retailers are providing better offers for their loyalty
scheme as compared to Tesco. Through this, more
attention is being paid to them. Therefore, it is
imperative that Tesco takes some significant
initiatives to retain existing customers and acquire
new ones by reaching out to them innovatively. The
trends and technologies mentioned above are
essential in maintaining the top position that Tesco
enjoys in the market.