Customer Relationship Management (CRM) Strategy
PUBLIC RELATIONS, CRM, AND ETHICS
Assignment Overview
Customer Relationship Management Strategy
Customer Relationship Management (CRM) guides how a business interacts with its customers. CRM is about managing current and prospective customers for strong and long customer relationships. The internet is filled with expert advice, best practices, and tools to develop a strategy that will work for your small business.
SLP 3 Resources
What Is CRM in Marketing? The Role of CRM and How to Benefit from It (2022)
The Importance of Customer Relationship Management (CRM) (2022)
9 Ways to build customer relationships with social media (2022)
CRM Analytics Guide: 7 Key Metrics In 2022 (2022)
Advantages and Challenges of CRM Software (2022)
How to Use Your CRM to Power Your Marketing (2022)
SLP Assignment
Business CRM Strategy
You will develop a comprehensive CRM for your business.
Company Overview
Begin with a brief company overview. Add company goals to this section.
The Strategy
Using the resources and your research, learn about CRM and apply it to your business.
Establish and describe two processes to support in-store customer experience. Provide rationale by linking them to company goals. (Research Required) (1 ½ pages in length).
Develop a process for remote interaction with customers. (1/2 page) (Research Required)
Find free CRM tools that help companies identify pertinent information about their customer segments. (Research Required) (1 page in length).
No quotations are permitted in this paper. Since you are engaging in research, be sure to cite and reference the sources in APA format. NOTE: failure to use research with accompanying citations to support content will result in reduced scoring “Level 2-Developing” across the grading rubric. This is a professional paper; not a personal one based on feelings. It must be written in the third person; this means words like “I”, “we”, and “you” are not appropriate.
SLP Assignment Expectations
Use the attached APA-formatted template (MKT501 SLP3) to create your submission.
The template is set up in APA 7: double-spacing, font, margins, headings, page breaks, APA help links.
Your submission will include:
University cover page
A paper with APA citations (company introduction, 3-page body, 2- to 3-sentence conclusion)
The reference list page in APA format
MKT501 SLP 3
Your Name
Trident University International
MKT501 Strategic Marketing
Due Date
MKT501 SLP 3
A customer relationship management (CRM) strategy ensures that a company derives the most value from its CRM system, more so by aligning the CRM system to the primary business goals of the organization. According to Hargrave and Anderson (2022), CRM allows businesses to achieve their goals by informing and directing how they interact with customers. This paper’s aim is to develop a comprehensive CRM strategy that will help Fresh & Healthy Greens café achieve its business goals and interact more effectively with customers.
Company Overview
Fresh & Healthy Greens is a forward-thinking café in Seattle, Washington. It offers a wide variety of organic, vegan, and gluten-free foods and drinks to meet the diverse dietary needs of its health-conscious clients. It is committed to fostering a healthy and sustainable lifestyle, and its tagline, "Fresh eats, fast," reflects its commitment to delivering nutrient-rich, wholesome food at lightning speed. Fresh & Healthy Greens café aims to be a cornerstone of the Seattle community, creating a welcoming atmosphere and focusing on sustainability and health for individuals seeking delicious and nourishing meals. Therefore, the café's goals are to improve the customers' experience, generate more sales, and enhance customer retention.
The Strategy
Customers visit businesses with high expectations. As such, companies must focus on creating an experience for their customers because it ensures customers not only purchase the products or services the company is offering but also spread the word. One of the processes Fresh & Healthy Greens café can implement to support in-store customer experience is service CRM. According to Hargrave and Anderson (2022), service CRM refers to customer service support that incorporates sales and marketing. It ensures that customers have access to the business if they need any assistance. They can contact the business through multiple contact points such as social media, over the phone, or email and get responsive feedback. Bhat and Darzi (2018) reveal that a service CRM process ensures that a business provides responsive feedback and offers personalized services to its clients. Under service CRM, Fresh & Healthy Greens café should establish a designated social media page on Instagram solely for inquiries, feedback, and complaints from customers. This Instagram page should be monitored during business hours to ensure an immediate response. West (2022) states that a dedicated customer service channel is the first step toward relationship building. However, it must have a quick response time because this is how businesses build good relationships with customers and a strong brand reputation.
Another process that can be integrated into Fresh & Healthy Greens café to support in-store customer experience is sales through a self-service kiosk. Self-service kiosks are a good way of improving the customer’s in-store experience because they allow the customers to make an order for their preferred product and pay using their preferred mode of payment. In CRM, this not only improves the customer experience by reducing the probability of incorrect orders but also ensures the business has access to data that can help in the customization of clients' orders (OEMKiosks, 2020). The orders can be delivered directly to the kitchen, and once ready, the café's staff can deliver the products to the customer as they wait inside the café. A self-service kiosk can also help the café track sales and identify dishes that are more appealing to customers who visit the café to eat. This kind of data is important, especially because it allows the business to gain insights into what the target market wants (Izquierdo, 2022).
These two processes are appropriate for this case because the café’s goals are to improve the customers’ exp...