Customer Relationship Management Strategy
Choose a business idea that you would like to implement when you grow up.
Answer the following questions related to CRM: (Bubble Tea shop)
1. What will you achieve when you reach your customer relationship goals? (Competitive
advantage).
• Gaining trust and loyalty of the clients will be the main purpose of the company.
• To build a strong relationship with the clients every day through communication and
delivery of value.
• The competitive advantage of the company would be the attachment the clients will
get from using our products. The aim of the company’s CRM strategy is to use pay
attention to our customers’ needs and preferences regarding our products. We will
achieve a stronger and closer relationship with the clients and a good brand image.
2. How will you accomplish your customer relationship strategy? (Tactics)
Guide lines regarding the strategy of the firm:
Approaching customers with friendliness
Approaching customers with respect and trust
Offering rewards for fidelity
3. Choose a distinctive value proposition.
Which customers will you serve?
We will serve customers that attend our shop no matter the age, sex or social
status because our shop and products will be available to everyone.
Our local will be attended mostly by people aged between 12 to 30 years old that
need a splash of color in their day.
Which customer needs will you meet?
We will meet the need of a good place to relax and forget of the everyday
problems by ordering our drinks that can be customized especially for people will
different preferences and requirements (ex: vegan, sugar-free, natural, et.). Also
another need that we will cover is the need for socializing and playing board
games.
At what price (price accounts for value and profit)?
The prices will be at the medium range to the expensive ones. We will not offer
cheap products because the ingredients used will be premium and high quality. If
a coffee for example price between 5 to 10 lei, we will sell it with 8 lei, and the
price will increase depending of the customers’ preferences for additional
ingredients. In our prices are included the prices for the board games and other
activities available only in our location.
*Choose one of the following CRM tactics and customize it to your business idea:
prioritize profitable customers;
identify unique customer needs with sales and marketing processes;
evaluate and improve pricing to match customer needs.
-identify unique customer needs with sales and marketing processes;
The company will do research from time to time by asking questions or doing short surveys and
receiving feedback from customers and analyzing the result in order to see which are the
customer needs. The marketing process will take in consideration the maximum potential
satisfaction for the customers not only regarding the products features but also the services and
the atmosphere that the local offers.
4. Tailor your activities to that value chain: Modern CRM processes and technology
enhance the communication between the activities of business operations and the
customer.
How do you communicate with your customers – channels, frequency?
We will communicate by using social media mostly but also face to face. Emails
will be used from time to time to announce special rewards or events coming up.
The frequency for social media posts will be daily activity.
Give minimum an example of a type of communication – social media, mass-
media, other.
Except from communicating through social media, we will also try to come up
with mass media communication through short advertisements or interviews
regarding the products we provide.
* Choose one of the following CRM tactics - Communicate Like People, Not Robots;
Communicate Rapidly and Frequently.
The most important thing in communicating with the clients is how you make them feel. It is
important to show positive emotions and not communicating like robots.
5. Make trade-offs (choose what NOT to do) that differ from your competition – 1 example.
*CRM tactics: Live for Complaints and Use Data to Make Difficult Choices
We don’t want to make giveaways and use people in this way to gain likes and shares because is
not a natural way to gain attention and new customers, because we consider this is not the proper
way to do it. We want to give the chance to everyone to feel that they gain or win something by
choosing us.