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Implementing Customer Relationship Management as a Core Business Strategy

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Submitted By raet17
Words 2173
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IMPLEMENTING CUSTOMER
RELATIONSHIP MANAGEMENT
AS A CORE BUSINESS STRATEGY

Presented to
Adrian Lim
School of Business Management
Nanyang Polytechnic

February 13, 2014
EXECUTIVE SUMMARY
This report provides an analysis and evaluation of the current customer relationship management of Singapore Café Ptd Ltd. The purpose of this report is to enhance the existing customer’s experience at Singapore Café and to increase our presence in the F&B Industry.
Sources of data collection include search engines and websites of the companies.
The report finds that it is important for Singapore Café to focus on our one-to-one marketing management and knowing who our customers are, where they are and what they need. However, in order to nurture better relationship with customers and retaining them, Singapore Café needs to keep a consistent system of collating information from returned feedback forms and take a step further in enhancing our programme and activities in engaging with our customers.
Recommendations discussed include: * Leveraging on Social Media * Develop a centralised customer database.

TABLE OF CONTENTS IMPLEMENTING CUSTOMER 1 RELATIONSHIP MANAGEMENT 1 AS A CORE BUSINESS STRATEGY 1
TABLE OF CONTENTS 3 INTRODUCTION 5 STATEMENT OF PROBLEM 5 STATEMENT OF PURPOSE 5 SCOPE OF REPORT 6 SOURCES AND METHOD 6 FINDINGS AND ANALYSIS 7 CONCLUSION 14 RECOMMENDATION 15

LIST OF FIGURES
Figures
1 Costa Coffee Six-Months Sales Projection 8 2 Loyalty Card 9 3 Costa Coffee Loyalty Card Website 9 4 Starbucks Group Member Social Media 10 5 Benefits of Social Media 11 6 Is Starbucks worth the Price 12 7 Starbuck Coffee: What's your usual order 12 8 Starbucks Coffee Twitter Followers 13

INTRODUCTION

Today, many organisations believe that CRM (Customer Relationship Management) plays a crucial role in the

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