Customer Relationship Management Strategy Essay Example for Free

Customer Relationship Management Strategy Essay 1)Introduction Customer Relationship Management (CRM) has become a main focus for businesses with today’s markets becoming more saturated and competitive. ‘Customer Relationship Management is the ultimate challenge for marketing experts in any business. A successful company will use customer information wisely to build relationships with their customers, on the level that together they will work together towards a long-term relationship.’ (Xu et al. 2002) High customer Intimacy can be produced from these processes and strategy. ‘Customer intimacy is an essential factor in the Customer Relationship Management value chain’ (Buttle, 2004). This marketing strategy consists of a business using ways to get close to clients with benefits for a business including improved highly tailored problem solving capabilities and greater adaptation of products to customer needs, as well as higher customer loyalty levels. This customer intimacy has a major impact on the success on a company and we can see this in modern organisations. We see that customer satisfaction alone is not enough,’Oglivy Loyalty Centre found that, although 85% of customers reported being satisfied, only 40% repurchased’ (McKenzie,1995) and therefore customer must use CRM to help improve their customer intimacy. However, to what extent does the strategy and processes involved with CRM help achieve this customer intimacy and in what was are these processes seen as beneficial for both the customer and the company. The focus of this paper is to look at the ways in which organisation use various forms of CRM strategy and processes in order create better, and lasting relationships with their customers. 2)Membership Cards One way in which many companies, especially retail, aim to increase their customer intimacy is through membership card schemes. These can come in many different forms from and offer a variety of advantages for the customer to use. The main feature of all of these themes is that the customer is rewarded in some way, and in effect, keeps the customer happy and encourages repeat trade. However many card schemes go a step further and are used for the advantage of both the customer and the company. ‘Around 80% of UK households participate in at least one customer loyalty card scheme’ (Stone et al. 2008) and they come in different forms such as the Tesco’ Clubcard, Boots’ Advantage Card and Sainsburys’ Nectar Card. The common feature these cards have is that not only do they provide offers for the customer, but they allow companies to collect valuable data which, in turn improves customer intimacy between the business and the customer. ‘Using customer data and targeting those customers helped make the retailer’s transition much more efficient’ (Shaw, 2012). 2.1)Membership Card Achieving Customer Intimacy This data is extremely valuable to a company. They spend millions of pounds each year conducting market research to try and find out their customers’ requirements, expectations and preferences. With the use of this card, the technology builds up this information and stores it all to databases. This provides a company with useful information which will allow them to target their customers in such a way that they can build up an everlasting relationship. ‘Customer Relationship Management is grounded on high quality customer-related data and enabled by information technology, (Buttle, 2009). With this card, a business, such as the market leaders of Tescos and Boots can see everything they wish to know about their buyer. This can vary from the information upon registering their card such as age, geographical location, contact details. Along with this, the card will collect data such as what the customer buys, how much they spend and how often. A company can see trends in a particular region, a need for a particular age group and they can segment their products to a more specialised market. ‘Companies get a clear view as to how their business affects individual customers; associated segmentation and other benefits’ (Stone et al, 2008). In addition, to further improve customer intimacy, a company can target a customer and send offers for the products they buy most through email or by post all of which strengthens this bond between customer and company. Here we see a table which shows us the ladder of customer loyalty. With an increase in customer intimacy, a business can take prospecting purchaser and convey them into a loyal customer (Christopher at al, 1998). 2.2)The Cooperative Membership Card The company to demonstrate is The Co-operative Food. Retail chains are at the fore-front for advances in technology and are competing for ways in which to understand their customers and use the strategies to improve customer intimacy. The purchasing behavior in food retail is the most repetitive of all (Manas, 2011), so to get this customer intimacy correct has never been more important. The Co-operative Food (Co-op) uses their loyalty strategy by having membership scheme available to all colleagues and customers. This card acts as most retail cards do in that they collect a customer’s information which is then fed to the company’s data base. There is a number of ways in which this card creates an improvement in customer intimacy. First of all, unlike all of the other schemes available, twice a year the Co-op gives a share of its profits through the post to all of the members of the scheme. ‘You can enjoy your share of the profits along with exclusive member discounts and offers’ (www.co-operative.coop/membership). Along with this, each customer is sent a seasonal brochure from the company. Inside, it gives a customer details of how the company is operating, information of how the company is helping the community, recipes for things to make with the coop products along with vouchers to spend in store. Another scheme used by the coop is membership coupons which are printed at the till terminal which allow money off the next spend. These strategies allow a mutual benefit; the company is updated with a customer’s information, along with the customer receiving healthy benefits from the company encouraging customer intimacy. 3)Customer Interaction Another strategy that many organisations use to create a high level of customer intimacy is through customer interaction. Many companies use schemes which allow employers to either speak face to face with a customer or give them a platform to have their voice heard. ‘By giving your customers a platform for reaching prospects, your marketing efforts become more objective and inclusive’ (Rast, 2012). This customer interaction can be seen in many different forms, varying form feedback surveys, forums or mystery shopper visits. This can be seen in many different organisations which are customer focused. Examples of these include online survey/feedback forms which can be found for most organisations, customer

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Genetically altered Importation and Exportations of Food Most of America’s food is processed or genetically engineered. Since the dawn of agriculture, biochemists study our food. Our food is gets new additives every day; however, it is difficult to keep food good without certain chemicals and additives. The debate about processed foods or genetically engineered food increases due to the genetically modified food organizations in Europe. The European Union continues to ban more and more food subjugated to the genetically modified (GMO) category. The US concludes that banning GMOs is not necessary. Europeans believe that it is their right to know what they eat; however, Americans should have the same right as well. Americans should have the right to know what additives are it their food. Genetically modified food should be labeled genetically modified or GMO. â€Å"Seventy percent of US foods are processed† (A-1). In addition, are chemical ingested. This process genetically engineered to make them stay fresh during the import or export process. Our food in the US processed in many ways. For example, farmers spray wheat with pesticides so that insects and unwanted animals will not contaminate them. â€Å"In most of the food items that we have come to know as processed foods, foods such as cookies, crackers, cereal, and yogurt are all crammed with chemicals that’ll let it sit on a shelf for a good long time† (A-2). Chemicals used to keep food fresh and stay fresh for longer period than what the expiration date says. Foods like cereal can be placed on a shelf at home and easily stay fresh a lot longer than what the expiration date says. People wonder if their product is safe. If a product is able to stay fresh in abnormal places, it most likel... ... concerned bout having enough food for the mass majority of the American population the US concludes that banning GMOs is not necessary. Europeans believe that it is their right to know what they eat; however, Americans should have the same right as well. Americans should have the right to know what additives are it their food. Genetically modified food should be labeled genetically modified or GMO in order to sease all debates with the American and European union. Not only is it the European union there are small organision debates that benach out all over the world. Ameircan food organisastions argue because they demand to know what is in there food. If the American union would agree to label all food items that are GMO, â€Å"GMO† the European union as well as America could save a ton of money annually because they wouldn’t have to spend it importation food testing.

Mary Shelley’s novel Essay

There are few writers in world literature whose heroes have become common names and are used in the every day life of people from different cultures. Among the limited number of such lucky creators is Mary Shelley who has written at quite a young age in 1818 her everlasting â€Å"Frankenstein†. Despite this fact the novel is extremely persuasive and intriguing, having the full range of features which show a mature author’s experience. The publishing of the story immortalises her. The fame which the book brings transcends borders and time. They are the best verification of the monster’s suggestion after the death of the ambitious doctor: â€Å"and when I shall be no more the very remembrance of us both will speedily vanish†. This modest supposition proves not to be true. At least his ominous silhouette remains in the mind overloaded with information. All our readers’ attention being absorbed, we do not notice how we transfer the name of Dr Frankenstein over to the fruit of his scientific work. Actually the monster he creates so diligently is left unnamed and is mistakenly called after his creator. It is quite common to find the name â€Å"Frankenstein† associated with clumsy and ugly creations of other authors or in everyday conversations. It has taken on its own life and very often is utilised to mean any fictional human-like monster. It is important to note the first â€Å"meeting† with the word â€Å"Frankenstein† in each person’s life. This is completely possible to be through Roald Dahl’s story â€Å"James and the Giant Peach†. The author employs the famous name in a rhymed conversation between the two aunts of the little boy. They abuse each other using insulting expressions. One of them contains the imagery â€Å"you would make a lovely Frankenstein†. This is the way we usually associate the title of Shelley’s book. There may be some exceptions not to include the impressive name but to invoke some similarity with the appearance of the character. In the popular TV comedy, â€Å"The Adams Family† for example, the butler â€Å"Lurch† is obviously modelled on this creature but the producers do not repeat the widespread error of calling him â€Å"Frankenstein†. The topicality of Mary Shelley’s book comes not only with the mentioning of its title in any context. It has deeper relations with a lot of features of contemporary life as it raises issues of complex politics of human desire. We can discover the author’s insight in tackling the burning problems from our lives: accountability – especially in the medical, farming and militarily industries; social alienation – including criminals and prisoners, refugees, orphans or adopted children dilemmas; the nature of life itself. The choice of subtitle is not accidental. â€Å"The Modern Prometheus† relates to the infusion of life (fire) into a non-living thing. The charitable action of the chained Titan from Greek mythology has provided a lot of motivation in all the arts. Taking inspiration from Byron’s suggestion of writing ghost stories, Mary Shelley explores an area which relates to all scientists dreams: the achievement of artificial life. This is the overriding purpose of the efforts of her main hero whose name gives the title to the novel. In his childhood Victor Frankenstein had been amazed by electricity. He had seen its effect on a â€Å"beautiful oak† struck by a dazzling stroke of lightning. Later the young doctor shares this experience with his friend – Arctic explorer Robert Walton. It is clear that the new phenomenon deeply excites the inventive imagination of the experimenter, just like Mary Shelley herself endures before the science. Obviously both competition in her circle of friends and her growing interest in the unveiling of nature’s secrets have fired the imagination of the talented woman. She has been aware of the contemporary physician Dr Erasmus Darwin’s and the chemist Sir Humphry Davy’s researches, and probably has been excited by feelings similar to those we have today when cloning or Genetic Modification of food is argued about. If we think over the threatening cost of breaking the food chain, a series of dangerous pictures can form in front of our eyes. Unfortunately, under the cover of caring for humans and creating more food we are stepping into the unknown where there may be lurking serious and unpredictable risks. The writer comes to the idea for the development of an extraordinary character in order to show where arrogant medical and biological approaches could lead. In her vision for the future she is very close to the plots used in films about military projects. The spreading of diseases from hidden hospital laboratories is akin to the escaping of the monster from Frankenstein’s workshop. The contemporary world is even under greater threat from the production and storage of nuclear weapons. Experimentation with them, and even their very existence, reminds us of Shelley’s warning of what could happen in case of failure. The artificial hero, to whom she gives intelligence, is probably the first in the search for similar images in world literature. In the modern times her example is repeated in the construction of electronic humanlike machines. All languages are enriched by the word â€Å"robot† introduced by Karel Capek in his â€Å"RUR† play. The abbreviation for Rosumove Universalne Roboty could be translated as â€Å"sensible universal work†. For the last word Capek uses an old lexeme which is not in contemporary Czech but exists in other Slavonic languages.

The Pearl Harbor Experience - Free Essay Example

Sample details Pages: 3 Words: 907 Downloads: 3 Date added: 2019/06/26 Category History Essay Level High school Tags: Pearl Harbor Essay Did you like this example? A foretime of the experience of Pearl Harbor, Japan and the United States had escalating tenseness for exceptionally most of the decagon. That lead up to the start of World War 2, which Japan permit a consternation invasion on the morning of Sunday, December 7, 1941. America had not enrolled the Second World War; yet, because they were still reeling from dejection expected to the First World War. Don’t waste time! Our writers will create an original "The Pearl Harbor Experience" essay for you Create order America did still possess the strongest naval fleets. From that perspective, Japan was almost as vigorous as the American Navy. As America preferred extra to approach the joining war time that had passed, thus leading up to Japan anticipating a full-blown naval war with American and decided to act first by bombing Pearl Harbor. This drastically altered the course of World War 2, but there are many principal rationalisms for the air raid that made it seem approximately inescapable. In May of 1940, the U.S. made Pearl Harbor the preeminent terminal for its Pacific squadron. Americans did not foresee the attack by Japan, which their first impact in Hawaii, a little 4,000 miles abroad from Japans mainland. Thus, the post at Pearl Harbor was conveniently targeted due to it being marooned unguarded. Admiral Yamamoto Isoroku debilitated era devising an ailment anticipated to devastate the Pacific fleet and morale in the U.S. Navy, so it would not be adequate to altercation posterior as the Japanese battalion commence to advancement on destination perpendicular to the South Pacific. One apprehension why Japan bombed Pearl Harbor was not met to an enlarged commitment for logical resources. Japan had heightened demand for essential resources like oil, minerals and steel as their goals for amplification in Asia and the Pacific blister. To escalate their capability in Asia, and reduce their dependence on the west to obsess resources, the Japanese military looked towards Manchurias iron and coal, Indochinas rubber, and Chinas vast range of instinctive resources. Japan has added up urgency for innate resources like oil, minerals and steel as their goals for extension in Asia and the Pacific amplified. The United States also had an obvious interest in these accustomed resources, and in response to the Japanese aggression, the U.S. Congress placed restrictions on doing business with Japan. If that was not enough, Japanese assets in the United States were frozen. Japan felt that if it could take over areas with universal resources it would be more powerful; however, thi s led to the intervention Pearl Harbor in hopes that it would destroy the U.S. Pacific Fleet and weaken the resolve of the American people. They hoped that the defeat at Pearl Harbor would be so devastating, that Americans would immediately give up. The goal was a quick capitulation allowing Japan to continue imperial inflation. Another sense for why Japan bombed Pearl Harbor is because of restrictions. The great Depression worsened japans economic state as the price of silk dropped drastically. The United States had interest in these areas and their native resources. The U.S. Congress passed the Export Control Act, which prohibited the export of strategic minerals and chemicals, aircraft engines, parts and equipment to Japan. This ban gave a great set back to Japanese economy and their trade and service was adversely affected. In response to Japans aggression, the U.S. Congress placed restraint on business with Japan assets and desire for spread in the Pacific. Roosevelt banned all exports of scrap iron, steel and oil to Japan. The embargo was the argumentation Japan invaded China, they had lost more than 90% of its oil supply. Japan did not want to rely on foreign imports; they wanted to create a colonial empire by conquering countries rich in probable resources. They looked towards China, Indochina, and the Pacific to meet these obligations. The Japanese army acted independently from the government and in September 1931, led by General Tojo, invaded the resource-rich province of Manchuria in Northern China. The Unites States and Britain supported China against the actions of Japan. If that were not enough, Japan assets in the United States were frozen. The last logic that Japan besieged Pearl Harbor is due to expansion in the pacific. President Roosevelt relocated the U.S. Pacific fleet from California to Pearl Harbor in 1939, which revolved out to be a intimidation to Japan, whom wanted to broaden in the Pacific. Force leaders and politicians saw a war between the U.S. and Japan as inevitable, with the explanation being to outbreak first. Japanese military officials accursed the countrys economic implications on untrustworthy politicians and accept that the only way to get the commonplace material goods were by seizing other territories. Japan had imperial ambitions to develop to China to solve some demographic and economic obstacle and to take over the Chinese import market. Without oil Japans servicepeople could not operation and all war effects would be to an end. Japan wanted to move into the Dutch East Indies and Malaya to conquer territories that could provide important constant supplies such as oil and rubber. By destroyi ng a large quantity of the American fleet, they hoped to conquer the Philippines and Malaya while America was still convalescent from its own disturbance- contemporaneous intrusion were put in motion on these places while Pearl Harbor was taking place. They wanted the U.S. to acquiesce to their magnification into Asia. The Japanese were keen on eliberate their empire and had to make a compromise between concede or moving to war with the United States.