Keywords: article on customer marriage management
Customer romance management is handling the interactions between your customers, clients, sales potential customers and the business. CRM needs technology to organise sales activities, marketing, technical support and customer service. The Aim is to find new clients, wthhold the old customer those the business already have and reduce the price tag on marketing and the service provide to the customers. CRM shows the company strategy including the customer interface office and other departments.
(Buttle, 2000) "Customer relationship management is the development and maintenance of mutually beneficial long-term romantic relationships with strategically significant customers. "
CRM support the partnership between an enterprise and its customers are to
- Acquire
- Enhance
- Retain
Relationship marketing that views customers as belongings and emphasizes retaining customers by nurturing and sustaining a relationship with them. It includes building the worthiness for the customer and presenting the conception that the business and the client are partners. Marriage marketing creates bonds with customers bu fully understanding and giving an answer to their needs, requirements and problems with personalized personal service.
Marketing Mix can be used to indicate the integrating of several factors to satisfy specific consumer needs. The task of the marketing director is to form these factors into marketing combine that complies with the needs of each consumer group or market section targeted by the company. The most widely used marketing mix is the "Four Ps"
- Product
- Price
- Promotion
- Place
QCI Model
Introduction on Coca Cola Company
Coca cola is the planet largest beverage company. They sell their products over 200 countries and over one billion with their products is consumed each day. Retaining the budget and logistics is the key activity. Coca Cola began by using a system called the legacy system which found to be very inefficient. This system was making high cost and was not user friendly. All the finical plans are entered personally and used to re got into for updating the info. When Coca cola widened this became more crucial for their success.
Coca Cola need a far more advance business management system. So Coca Cola made a decision to use SAP Strategic Venture Management. They carried out SAP financials to their business to be able to take care of the financial functions of the corporation. SEM provides Business Planning Simulation for funds, Data Warehousing for information collection and data evaluation, and can also create financial reports and monthly sales forecasts.
QCI Model for Coca Cola Company
Business strategy of Coca Cola is Think local, act local. The integration between your local bottlers and delivery to the clients is vital to the business's overall efficiency and keeping the clients satisfied. Full-service vending, Direct Store Delivery (DSD), and equipment services are very important for bottlers' business procedures and profit centres. DSD accumulate customer information to distributors. Your specific data they improve cost control in delivering products. They acquire demand from Sales representatives, Mobile device and Service personnel. With this info the store can reply easily to the clients and make the process more efficiently. The RFID offers responses that benefits research, marketing and product development
We can improve customer service and satisfaction using better CRM. Using move forward CRM we can get the required information of the customer. IT system again collects all the info and examination them and provide information to provide a much better product that suit the customer needs.
Using SAP CRM system Coca-Cola was able to achieve their goal of customer emphasis. The CRM help's the prevailing techniques and also increase the new functions to meet the customer. These varieties of CRM help revisions and enhance the market show for the computer and create a better name with the customer and also reduce the cost for vehicles.
The CRM in Coca Cola also manage customer service support where you can steer talk to the individual in the company for problem with the merchandise. They may have different kind of service all around the world. They provide the client service not only through responses, email and cell phone but also through monitoring and various kinds of evaluation. So by this collaborative CRM, Coca Cola has provided useful customer service to achieve customer satisfaction.
Coca Cola could continue to expand with the requirements as they were in a position to provide with their customer needs. They always give attention to to satisfy the client needs with the new infrastructure of CRM, ERP and well maintained SCM system they were in a position to achieve the goals that they really needed to satisfy the customers. By this way there have been able to maintain the top in the drink industry. They are still facing a great deal of problem to maintain the very best position but well maintain CRM will never lose the positioning.
(E. Neville Isdell 2005), "As we've always done before, I know that this industry will climb to the occasion".
Coca Cola has taken many steps to win back the customer and also to wthhold the existing customer. They have created a fan webpage in Facebook which became an extremely popular with the clients and when they can be linked to Facebook, They are able to actually continue getting revise on recent action by Coca Cola. They can send group message in Facebook. Can gain feedback from customer and offer solution online. Coca Cola can advertise in Facebook and gain more customers through the social site. Coca Cola also can gain all the details of the customer from the Facebook webpage and offer appropriate customized service to gain more customer and also retain the existing customers.
These kind of communal networking site help the company to be closer to the customers. Advertising in these kind of site will also help the business to grown better. Some of the company will not accept this simple fact but Coca cola set up their Facebook lover page in the third one fourth of 2008 by the mid of 2009 there have been around 3. 4 million lover. But this lover page was created with a Coca Cola lover after much factor Coca Cola used it as a campaign page and a location where they can build a relationship with the clients.
Coca Cola gained a idea and used this Facebook webpage as a advertising page and could gain information from the Facebook wall and offer promotional offers to the customers. They created many ways to talk to the client by creating Application online for computers and cellular phone. They also provide exclusive sneak peeks for the customer in Facebook. Coca Cola was able to maintain this Facebook page and gather the required information and become in contact with the customers. The business able to get all the customer, When you attend the Facebook wall membrane page you can see all the terms. From this we can see that the company can create a good name in all the countries. Coca Cola is the second largest fan webpage in Facebook because they are around 3. 4 million followers in it. When we calculate the number of members join per day would come around 3500. So Coca Cola through this is actually the easiest way for promotion and gaining the client feedback.
Coca Cola was able to bring a fresh innovate vending machine with fountain dispenser called Freestyle. Within this the customer can customise their own drink from 100 combinations which was the first time they can have provide 100 combinations that are not introduced before. The most important about the freestyle vending machine was it is linked to SAP system. So that it collect all the client data and stored in CRM system. It also identifies if the freestyle machine needs to be refilled or not. So they can easy fill up it and it also uses the RFID.
The Vending machine also has major disadvantage when there is out of stock of that. Customer can easily choose other product so Coca Cola must main there strategy in this to keep up the stock also to gain the client satisfaction. So vending machine should be devote appropriate place where there is easy gain access to of refilling and places where we can cover a lot of customers. We can also find out which products which has sold more and the merchandise which is contribute more revenue. We can offer various products to the customer by giving different product at same day. This is actually the best way to market the product better.
We can use credit card to cover the drink which can provide loyalty factors so we can get a free product once some time. It can also identify your drink with the greeting card and you may easily choose it and pay for it. That is all built-in the vending machine so it is more user-friendly for the client to order and get their favorite drink easily. This is how Coca Cola can attract more customer and provide the customer what they required.
Coca Cola is trying to have a bigger step by creating a beverage at that moment for the customer and not to put it in a vending machine. Customer can select the required materials with a touch display and we can observe the inventory and the customer favourite product so we can serve the customer the better. That is a major operational CRM used attract customer in to the company. That is a major step for Coca Cola but being the leader in beverage they have to take necessary step and new ground breaking idea to be in the most notable position.
Coca Cola has began a fresh marketing environment by providing a distinctive pin amount in the bottle that can be used to save lots of 75 cents of the mobile costs. They are able to also gain point for icoke out of this system. Which means this is one of the better marketing ways to gain customer giving offer to their daily use products. Coca Cola spent some time working upon this strategy and made some more advance option in it and applied it to United Kingdom. Where you are able to find the redeemed instantly with the wireless service and get some credit of the minutes.
Coca Cola customer gain icoke items out of this way plus they can use these points to purchase tickets and get some good discount on direct purchase. Coca Cola has also joined up with with Mc Donald's and provide varies offer in purchasing a meal. These sorts of offer revoke the customer and make sure they are purchase the drink. Coke also provides four out of five beverages in all major countries so individuals are able to choose and buy the drink with preferred offers.
Coca Cola has done among the best marketing with the environment Bonus. It does not have any back office work. Customer can receive the discount instantly without any problem. Cellular phone is a daily use product which helps the customer more. The phone is utilized a just like a loyalty card. They also create a great deal of competition online and make customer to experiment with for exiting reward. This kind of action revokes customer to acquire coke.
Customers Go Better With Coke
As Coca Cola is focusing on this type of strategy by creating a Fan page and using an improved CRM and SCM process they are able to serve the customer easily and personalizing each customer needs and providing drink regarding to their taste. This sort of campaign can create word of mouth in office and other entrainment centre where people can take a period out and also have some drink and speak about it in online and offer valuable feedback. This may create a significant excitement in about the merchandise and help increasing bigger. We can catch the attention of new customer with this kind of CRM strategy and wthhold the existing customer. We are able to also win back the customer by creating personalizing service.
My view on Coca Cola
While expanding the company they started to use advance CRM strategy that assist the company to grow better and Coca Cola also understand the client needs and provided progressive vending machine like freestyle made the client to like Coca Cola. They provided exiting offer to the prevailing customer with icoke things and discount in telephone invoice. They used the IT system to get responses and also made a quality monitoring in customer service made the client more satisfied. They also used Facebook Lover page as a biggest campaign centre and provided some seek peek for customer. Coca Cola fan page is the next largest fan web page in Facebook. We have used the QCI model on this case study to clearly review the Coca Cola CRM process.
Conclusion
The overview of this research study obviously provides information that using progress CRM strategy help Coca Cola to attain their goal without burning off their market. They were in a position to provide offers and started out some competition online to try out and earn exiting prizes. They have created a freestyle vending machine in which a customer can make his own drink from 100 combinations. This was one of the primary step for Coca Cola. They were in a position to do online promotion in another of the top Social networking site. There were in a position to gain the largest number of admirers in it. Coca Cola can accumulate data from vending machine, mobile, Customer support, online network and provide solution and give personal service to the client. Coca Cola is able to win back there customer with the new freestyle vending. Coca Cola is able to manage their top position in drink with their progress CRM process.
