Managing Customer Relationships: Case Studies on Loyalty

Managing Customer Relationships Case Studies on LoyaltyCRMThis component every(prenominal)ow focussing on managing client relationships with the organization in order to enhance node loyalty. Moreover, it go forth also discuss on the aspects of the practical(prenominal) realism and the strategy which leave behind be implemented to utilize YouTube as a fomite to communicate with the customers.Business DilemmaYes I believe that the most influential person in caf is the customer. Customers roll in the hay back up the Broadway Caf by increasing the gross sales of the caf and also they tush help in promoting our caf. For instance, if a customer comes to our caf and welcomes the service better and savours the food and so that particular customer would definitely go and tell his/her friends and families roughly our caf and in this way m each more customers volition start coming to our caf. In order to absorb more customers we need to understand the needs of the custome rs and we need to find ways in which our caf elicit assemble their needs. Customers go forth go away if the caf does non meet their expectation since customers nowadays have become more demanding. pathetic on, it is very essential to give becoming service to customers because customers shadower also go against the caf. If proper service is not provided to them accordingly they flowerpot easily make a complaint almost our caf and this domiciliate harm our nature in the market. Sales of any business ar based on customers and in order to maintain the customers we need to develop a customer relationship management strategy. We need to find ways in which we outhouse improve our services and attract more customers because customers play an important mapping in the success of our caf. As seen in I hate Dell.net that customers and employees ar allowed to post their complaints on websites so it is very important for every business to serve its customers properly so that they dont post any complaints and hurt the reputation of the business. (SN Web Consulting), (I hate Dell.net).Yes our employees also believe that customers are the most important part of the caf. Employees who organise in our caf understand that it is very important to provide customers with proper service. Every top management expects their employees to make a good customer relationship. Employees are employed in any accompany so that they bathroom h aging and serve customers and they are judged upon how well they serve their customers. The Broadway caf quite a little offer reward programs such as bonus to its employees in order for them to work sullen and maintain customer satisfaction. thitherfore, employee that is most helpful to customers can be rewarded.Making Business Decision 1 realistic world can help pile meet, collaborate, plan, visualize, train and learn together. (How virtual world can help real world business, 2010). Second manner and virtual world are playing an i mportant role in a success of a business. Many businesses are developing virtual world in order to incorporate it into their business and improver profits. also now businesses have realized that doing business in virtual world can adjudicate conundrums which are faced in real world such as, parley, costs and training etc. In real world it is very hard for every employee to interact with other employees and work together solely through virtual world it becomes easier to communicate with every employee and work together. (How virtual world can help real world business, 2010)Moving on, Advertising in virtual world can maximize our customers and this go out also lead to a reduction in cropion costs. Many customers nowadays like observance word-paintings on internet and they mostly like those videos that are presented in funny structure and which has all cultivation regarding the merchandise. Hence, with the use of videos we can advertise and in this way it will r for each one to customers more quickly and it would be far more trenchant. similarly there will be a reduction in travelling costs as mint can communicate in virtual world and save fourth dimension and costs on travelling down to each others office for meetings etc. (Lowe, 2009).In virtual world products are displayed in different forms for different businesses and in whatever you can test out the product how it looks on you and it allow battalion to see or use them before you actually purchase the product. Virtual world is a very useful tool for people to be up to(p) to meet intimately and also get full data about a particular product. Also it increases brand visibleness and facilitates a new customer base. Therefore, it could be said that virtual can really make work easier for business in real world. (Saltzman, 2008).Customer relationship will be different in a virtual world is through that there will be no physical interaction amongst customers and employees. In virtual world cus tomers can point themselves properly for what they want and they can also state their views on which type of product they are looking for. Here customers will get an experience of how things will be at store, the surrounding and the types of products that are sold. Moving on, in virtual world customers will be equal to make complaints about the product but they will have to wait on the response from the company regarding their complaint.In order to manage customer relationships in this new virtual environment you need to be prompt term providing feedback to customers. For instance you should try to answer a customers query within 24 hours. Also try to deal with customer complaints in correct manner so that they dont get offended. You need to be polite and attentive with customers either in real world or virtual world customers are one of the major factor in contributing to business world. Furthermore try to follow up with every customers concern. (Baley, 2011).Supporting traditio nal customers are the customers in real world. Supporting act life customers will be different in a way that in second life it will be more advanced and more expensive to implement. In second life only those users who are fully equipped with the latest computing hardware can have equal access to second life. Also in second life a new customer will need to take some time getting familiarize with the second life world while for traditional customers it is not so complicated. (Chia Yao Lee, 2007).In second life customers can interact with the employees at the same time in its shape forms but on web site customers are unable to interact they are just able to email each other. If any product is displayed on web site, whence a customer can only view the image of the product and price of it and can just place an order while in second life customers get chance to try the product on themselves and if it suits them only then they purchase it. Advertising on web site is much cheaper compar ed to second life but in this modern world second life is more acceptable as it provides customers with maximum satisfaction in regards to what a customer actually wants and is looking for.The security replication which you might encounter in second life is authentication and identity theft. People interact in virtual world via avatars and new floors can be opened. (Beer, 2007)There will be times when there will be multiple avatars and it will be hard to ensure which avatar represents whom and even if that particular avatar represents to actual person then it will be hard to know to whom it is actually associated to. Moving on, confidential and sensitive information shouldnt be discussed in a second life because it is not so secured. For instance, the information exchanged texts and chats may not be private. (Beer, 2007).Also theft of virtual objects example, stealing of avatar clothes, virtual buildings designs etc. There can be unauthorized use of real world brand name and trade mark. Furthermore recompense and transaction integrity can be an issue too. As there is a risk for virtual wallets and inventory to get stolen. (Chia Yao Lee, 2007).Some of the ethical issue is defamation and disparagement meaning spreading of wrong rumors and misleading information. There can be disparagement of virtual and real world products (Chia Yao Lee, 2007) . Moving on, people having fake identity are not an ethical behavior. Also vandalism and harassment (Chia Yao Lee, 2007) is an ethical issue, negative of virtual objects and virtual locations. (Chia Yao Lee, 2007).Making business decision 2YouTube would help in communicating with customers about the unusual long waits for frappachunios and cappuccinos through a video. As JetBlues founder apologized to its customers via YouTube for the cancellation of flights, thats how Broadway caf can furnish a video to their customers on the implementation of new espresso machine and how employees are still getting used to it. You c an show in the video that customers who are willing to have frappachnios and cappuccinos, they can place their order in advance, so once it gets ready then the employee can contact their customers and then customers can come and have their farppachnios and cappuccinos and enjoy the drink rather then waiting in lines for the order and getting frustrated. Since most of the people go on YouTube so it will be best to upload a video about this problem on YouTube so that majority of the customers will see the video and place their order in advance.Moving on, the four new employees who have been employed recently are having difficulty understanding the new machine, so the old employees are most of the time assisting the new ones. In this way much time is futile and employees are not able to attain to customers. Therefore, you can also upload a video on YouTube regarding on the usage of the new machine so that new employees can view that video and can learn from there on how to use the new machine rather than always asking the old employees assistance. In this way the problems can be rectified.Some of the Pros of using YouTube as a customer talk vehicle are that many people nowadays watch videos on YouTube and thus, advertising on it will be very beneficial for the caf. You can watch the video for complimentary and also Broadway Caf can express its creativity of the caf and its variety of products on YouTube easily and in more advanced form. Furthermore, advertising on YouTube will result in reduction in market cost and it is very useful and much effective then advertising in real world. (Feldman)Some of the cons of using YouTube as a customer communication vehicle is that, the video uploaded on YouTube can be viewed by everyone. Since it is viewable by everyone so everyone who views it can post comment. Some times some people post bad comments which can harm Broadway cafs image and reputation. (Feldman).Try to avoid spam approach otherwise viewers will collapse honoring any video that has been uploaded by the caf. (Feldman).Yes there are other technologies which could be used as a customer communication vehicle. Websites such as social networking for instance, MySpace, Facebook. Nowadays people enjoy social networking, so publishing on website such as Facebook will be very beneficial since many people will get to view the Broadway Cafs website and this will attract more customers. We can also use Blogs. It can be used to promote products, therefore, Broadway caf can use Blogs to promote their products and increase sales. (SN Web Consulting). put through Your KnowledgeCurrently the Broadway cafs persona of data within the system is low. It has become difficult to go steady which customers are ordering what type of food or music. Having quality information style, to have accurate and up to date information. As for Broadway caf their data is not up to date and accurate. Quality information should be free from duplication error meaning not having two names for a particular product which becomes hard to identify under which product name the product should be charged. There shouldnt be any confusedness while entertaining certain information. (What is data quality).It is very important to have high quality information because it will determine the success of the caf in future and also enable for the caf to have a good reputation in the market. Most of the times customers are dissatisfied with the low quality information presented by businesses therefore, it is passing important to have high quality information so that customers are satisfied. Proper information makes it booming for customers to place orders and also it becomes easy for employees to understand the order and serve the customer with the correct order. High quality information would lead to break down decisions to be made and boost more profitability for the business. It can obtain competitive advantage in the market and also carry through employees an d customer satisfaction which would enable caf to achieve the organisational goal.Furthermore, low quality information simply means not having accurate and up to date information about a particular product. Low quality information mostly results in lose of customers because of customer dissatisfaction. Customers who places order expects to receive the correct product. Moving on, Cafe is facing difficulties in determining which customer has staged which product. This is due to, the poor quality of data been entered into the system. Low quality information will result in poor decisions made .Also many customers who will be dissatisfied with the service provided will also stop coming to the caf and this will affect the caf and its profitability.The way in which the Broadway Caf could understand its customers is by knowing how much each customer purchases and who all are the important customers. This can be done by taking posting of the customer ID and calculating the sales for the p articular customer for all the years. In this way we will better understand our customers and find ways to retain them. Moreover, by evaluating the products and stock on hand figure. Broadway Caf can focus on marketing of those products more which are change fast, because this would satisfy the customers needs and also increase sales.There are many data quality issues as noticed in CRM_AYK.xls. The data presented is very confusing. For instance, the product name instill of coffee tree for coffee sales, it is stated two times differently. First it is named as transfuse of coffee and then named as Cup of Coffee, so when a customer places order for cup of coffee the data is entered incorrectly. Therefore, to avoid confusion they should just keep one properly spelt name of cup of coffee.Also data presented under impetus Other it does not state any dollar set so we can not state that what actually the figures under the heading Other depicts and how to take nib of the figures. Some of the figures are negative so it is very hard to analyse that what the negative figure means. perhaps they are recording some products under one general heading as Other. To avoid this issue the company can just record the products under its respective headings rather then putting it all under one as Other which is ambiguous. It also shows negative amounts which needs to be clarified as, what it means and how it should be taken into account.The Caf needs to keep track of the stock and the system should automatically depict that how much stock is left for instance, if a euphony CD is sold then the system should automatically reduction one Music CD from the stock record and also show how many more Music CDs are left.Moving on, when identifying the best selling product it is hard to indicate whether to take into account the highest arrive of sales of the highest egress of product sold or the profitability of the products or whether to just take into account the highest numb er of product sold.We have assumed and taken into account the customer ID and the total amount of sales for each customer for all the years and have analysed upon the highest number of sales as the best customer.Upon analysing the customers with their highest number of sales amount for all the years we see that customer number 305668 has the highest sales amount of $49647.45 and is regraded as the best customer. In past 5years it could be said that these customers have purchased a lot from Broadway Caf which is very good and we need to retain these customers by providing them with better service and meeting their expectations.There are many marketing campaigns which need to be used in order to retain our valuable customers. The caf should increase in its customer satisfaction and loyalty and try to understand a customers needs. The caf can have a promotional practise such as rewards for best customer of the year and the best customer wins prizes. Moreover, caf can offer discounts t o valuable customers in order to retain those customers.We have assumed that in order to determine the best selling product and the smite selling product we looked at the total sales figure of the best and worst types of products sold and not the units because it was a little confusing. We havent taken into account any value from column heading other because it is very ambiguous, it does not have dollar value so it is hard to determine whether the amounts are in terms of dollars or units. Also it has negative figures so if it is a sale amount then how can it be in negative and how to take account of it. Therefore, we have not taken any data from column heading other in calculation of all the questions above.