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 guest alliance management which are so effective in industries like banking, airlines etc can also be as useful as they are for the said industries. This research therefore focused on the broad miscellanea of whether CRM has the power to piddle customer loyalty and if yes can the same concept be imitated for the retail application.The language describes the customer relationship management (CRM) initiatives undertaken by Tesco, the number one 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 post horse scheme 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 contend by the scheme in making Tesco the mar ket leader. This dissertation also takes a look at the various other ways in which Tesco tried to offer its customers the best achievable service. Finally, the companys future prospects are commented on in light of changing market dynamics, the companys new strategic juicy plan.Customer relationship management is not a new concept as many organisations extradite successfully implemented it to achieve better results. The business model of the Dell suggests that how delivering directly to the customers can create strong customer loyalty and help develop the effective customer relationship management deep down the organisation.In its essence, Customer relationship management is considered as an activity through which organisations try to maintain customer retention and try to develop customer loyalty through that. However information technology has played an important role in the development of CRM not only as a concept simply also as a practical reality. However traditionally CRM has remained the domain of some typical and bear witness industries such as banking, airlines, automobiles, hotels as well as electronic commerce. Retail Industry such as large 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 exponent of CRM to create customer loyalty, whether CRM has the ability to create the same for retail industry and to finally evaluate the intent of CRM into current industry.Company HistoryHistory of Tesco can be traced back to the second decade of delay century when Jack Cohen started to sell grocessories from a stall in London. The business survived and soon it emerged as the lead grocery providers i n the country. Tesco is now the largest retail organisation in UK in