Customer Relationship Management

UMKC8M-15-M

Student Name

Student ID

Date

Portfolio

1
Executive Summary:
Customer relationship management is practical and nest strategy to manage and deal with
customer. The selected company is Walmart and identify customer problem under CRM is
that customer is not valued by Walmart Staff. Moreover, Walmart introduce the loyalty
program but due to lack of strategic actions and proper planning the Walmart fail to
implement and achieve the customers retention, and loyalty. The best communication,
employee development through proper training, customers feedback on regular basis and
collecting the customers complaints and resolve them are recommended suggestion due to
which these company can overcome the ongoing situation effectively. To implement these
recommendations successfully the 360 feedbacks from customers, analysing the main
weaknesses and conducting the training and employee's development is necessary and crucial
steps.

Executive Summary:..............................................................................................................................1
Introduction:..........................................................................................................................................2
Analysis of CRM in Walmart..................................................................................................................2
Walmart and relationship marketing theory:....................................................................................2
Walmart customers membership programme:.................................................................................3
Importance of customers loyalty and membership:......................................................................3
Recommendations:............................................................................................................................4
Communication improvement through employee's development:...............................................4
Regularity in feedback:..................................................................................................................5
Address with negative feedback and complaints...........................................................................5
Comprehensive plan to implement recommendations:....................................................................5
Identification of Weaknesses:........................................................................................................6
Establish 360° customer's feedback..............................................................................................6
Evaluation of employee's performance:........................................................................................6
Conduct training:...........................................................................................................................6
Conclusion.............................................................................................................................................7
References:............................................................................................................................................7
Appendix...............................................................................................................................................8

2
Introduction:
In 21st century because of high competition and globalization organizations consider the
customers as an important business entity and solid source of income. So, for business the
customers relationship management is important that support the business to gain the
customers behaviour insight and business as a result modify their operational activities to
ensure the best customers centric practices and served them in best possible way. Mainly the
customers relationship management is proper technology and practical action through which
business manage their interaction and relationship with potential customers. The main aim is
to improve company and customers relationship, improve the business profitability, stay
connected with customers and to streamline the processes. In CRM system there is central
place that store prospect data of customers and track interactions of customers that ensures
the best management relationship with customers and business growth in meaningful way. In
this way CRM helps the business to create best relationship that ultimately leads the business
toward the customers retention and create loyalty (Arhin., 2020).
The selected company for this report is Walmart that is globally recognised brand and serve
its services and products in different global destinations with high satisfaction. The company
was founded in 1962 (Pandey et al., 2021). Walmart now operating in about 50 different
states i.e., south Korea, Argentina, Britain, Germany, Mexico, China, Canada and Puerto
Rico etc. The main mission of Walmart is to help customers and save their money on global
level through ecommerce and retail stores that serve in worldwide. On the other hand,
Walmart set four basic values i.e., give respect to individual, provide best customers service,
act and strive with excellence and integrity.
The main aim of this task is to use the relationship marketing theory and analyse the current
customers issues in Walmart, main causes of these issues, along with recommendations to
resolve these issues while building the proper plan and policies.

Analysis of CRM in Walmart

Walmart and relationship marketing theory:
The main aim of CRM to build the customer loyalty and ensure values. Mainly, in traditional
marketing there is strategy of single sale but relationship marketing theory mainly reflects
that when organization deliver customers value then it is must to create potential customers
relationship that ultimately leads toward high customers retention. Mueller (2020), discussed
about the CRM characteristics that the business which is convincingly argues and highly
dynamic must adopt the proactive approach through which it can devise the relevant
initiatives and programs to stay competitive and to achieve customers loyalty and retention.
Sinkovics and Ghauri, (2009) discuss about the importance of CRM for business that to
intensify high competition level, high direct sales cost on global level there is need for
specific information in business aspect generally and consumer behaviour particularly
through which it can increase sales and gain customers loyalty. The customers marketing
theory disclose this fact that company always ensure good relationship and provide quality

3
products to its customers but on the other hand it become fail to deliver the customers values
in effective way. Gilbert (1999), disclose this fact that CRM underutilized in Walmart where
CRM is weak which ultimately leads the poor customers values and loyalty. In this
competitive world the Walmart must focus on customers values and reinvent to attract the
customers. For instance, the information of transaction, customers interaction with employees
and their spending behaviour are recorded and analyse through database to extract and target
the profitable and reliable customers (Arhin, et al., 2018).
Walmart customers membership programme:
Walmart is the world leading and largest retailer that start to offer the program of customer
membership in 2020 in which they offer low prices to save the customers expenses. This was
the new loyalty program of Walmart for its customers in which it creates the digital offers for
customers through Walmart.com along with its App where the Walmart customers can access
and deal the cash rebates etc. For this purpose, Walmart join the network of Ibotta
performance through which it delivers the cash back to its customers. Through IPN Walmart
enables its cash rebates. To facilitates its customers and to ensures the positive customers
relationship it is best strategy according to Walmart.
Importance of customers loyalty and membership:
The steady customers relationship reflects the best customer relationship and there are diverse
advantages of customers retention and loyalty. This is because customers loyalty not only
enhance the business operational efficiency but also increase the productivity while attracting
me customers and lowering its prices while incorporating the new digital system. Under this
scheme Walmart also offer different option i.e., reclamation options, and other incentives etc.
Walmart set the scheme and consistently offer the cash back according to its customers
loyalty and membership program but face some complains and problems in feedback. The
analysis and evaluation behind these causes show that there is lack of employees training and
employees do not meet the company standards, deliver bad customers services while
providing information regarding to products and rude behaviour. Mainly the customers
loyalty and reward scheme are the combination which is affected by situational factors,
attitudes and social factors (Popescu, 2018). So, here due to the employees attitude this
situation occur that not only impact the customers' demands and Walmart sales but also
reduce the company reputation on international level. The main factor is the customer attitude
and employees' attitude towards the customer. Building the loyalty program and rewarding
customers is not the best practice but maintaining and ensuring the good relationship with
customers is the best practice while providing them the relevant product information. So,
investigation about this problem is time taking and need proper strategic action plan to
realign the existing morale and values. It is notice in the Walmart that through loyalty and
membership program the customers gain rewards but there is lack of customers values that
reflects the poor ethical and moral standards of Walmart. This is because the Walmart
mission is to serve customers and provide them cost advantage while its values is to ensure
integrity, quality services and maintain best customers relationship but due to lack of strategic
action, employees training and Development the company face challenges while providing
values to its customers (Ahmed et al., 2020).
It reflects that this Walmart loyalty scheme is not successful is debatable which is not able to
promote the customers loyalty. The analysis and data of customers use by Walmart reflects

4
that the loyalty program is not correct with poor incentive structure and loyalty program so,
there is need to realign this program while analysing the main causes of such issues.
Recommendations:
For long term customers loyalty and retention there is the need to incorporate such strategic
action plan, along with effective practices through which the company boost the customers
relationship and build positive relationship. The current loyalty program of Walmart is not
effective for both company and customers and there is need to modify and realign it to
strengthen and developing the loyalty sense of customers. So, the company needs to take and
analyse the customers data, main causes and main facts that create challenges for company. It
reflects that the rewards are not the way to guarantee the long-term customers loyalty and
program effectiveness but the employees training and their positive attitude is necessary for
effective communication and to satisfy customers (Fleenor et al., 2020).
The main recommendation for Walmart is to set the long-term goals and objectives in which
it must promotes the value for potential customers while providing the proper training to
employees. It can happen through proper appreciation and motivation of employees.
Moreover, for long term there is need to increase the distribution network size because due to
over workload employees often fail to perform and achieve the operational efficiency that's
why they are not able to communicate with each customer nicely and efficiently. There is
need of partners network, increase employees to entertain and to satisfy customers through
providing the in-depth information regarding to products. In this way employees feel valued
and prioritized which ultimately positive their feedback and enhance the organization
reputation with successful integration of CRM.
There are following practices that is need to integrate on consistent basis to ensure best and
positive customers retention, loyalty and relationship:
Communication improvement through employee's development:
As the Walmart is world leading company with various retail store on different global
destinations. So, for managers, company leaders and upper-level management it is necessary
that they must teach and develop the employee's communication skills. So, the company must
develop and train the employees about such selling tactics that not only satisfy them but also
increase the sales level. There are some technical questions, customers behaviour, attitudes
and their queries related to products that is need to understand and answer them according to
the customer attitude. So, the staff need proper training to promote products, satisfy the
customers and to meet the customers' expectations (Kevin & Ana, 2019). Training is
necessary for employees in which the main components that are need to be focused and clear
on employees at the time of communication are active listening, persuasion, positive
language, clear communication and empathy. In this way through proper product knowledge,
time, attentiveness the customer relationship with employees ultimately enhance that reflects
the positive customers relationship with company. Moreover, the training session needs to
conduct that reflects the real-world scenarios and example which directly reflects the key
strategies and tactics that are necessary to handle the customers with passion. Dixon, (1999)
proposed that the employees learning is the acquiring knowledge process that learn the
employee's curiosity, their complains and mind set through which the managers get
information and main issues behind the employee's issues related to customers. In this way

5
according to the situation the employees' competencies and abilities are built to boost their
productivity.
Regularity in feedback:
Apple Inc. and Starbucks always remained successful because they take the decision based on
customers preferences. They always keep tracking the specific requirements and preferences
along with the weaknesses that cause the main issues and problems for both customers and
company. In this way through proper tracking and operations standardization the alternative
methods are apply while taking different feedback in different prospects and take final
decision to meet the core values and objectives. For employees training the customers regular
feedback is necessary. Along with customers feedback the opinion and different suggestion
of employees regarding to maintain the customer service is also necessary (Saeidipour &
Bakhshi, 2013). In customers feedback the first and important step is to take the feedback
about Walmart service and products that provide the customers insight and satisfaction
toward the product. If the customer show satisfaction with Walmart product, then the main
issue is occurred with customer service that is need to be improve. So, the managers analyse
the customer insight through proper feedback and through their professional knowledge and
findings the main loop holes they meet the customers' expectations and resolve their issues.
Evaluation of customer feedback in relationship marketing theory is important. This effective
exercise for estimating customer perception about the product and overall company is
important through which the number of other measures i.e., revenue analysis, cost analysis
customer relationship, forecasted customers timeline and customers loyalty can also measure
easily. The surveyed and collected customers feedback is also necessary to analysed based on
gathered information that is always kept private but also effective for employees training and
customers satisfaction through which the weaknesses can easily overcome and negative
customers perception about Walmart also decrease. In this way while taking proper feedback
and depending on reliable information the company can make the constructive information
and results and ensures the CRM in best and positive way.
Address with negative feedback and complaints
To ensure unique customer experience and to differentiate the company from its other rivals
there is need to conduct the feedback and must make the critical evaluation of negative
feedback, proper strategic action plans along with other negative points that influence the
customers and company relationship in negative way. In this way the main causes of
complaints and negative feedback are gathered by knowledgeable professional and suitable
approaches and suggestions are proposed that ultimately reduce the negative feedback and
bring the change with customer satisfaction and best experience (Payne & Frow., 2006).
The cost leadership strategy in customers loyalty program of Walmart reflects that it set the
lowest possible cost to facilitates its customers but not focus to analyse the main issues
related to the customers complaints. Instead of lowering the products cost the company needs
to incorporate the practices that deals with negative feedback and customers complaints
significantly. So, there is need of proper survey, clarify the questions, ask both customers and
employees the main reason of dissatisfaction and process the entire situation. There is need to
analyse the nature of feedback that whether it is destructive or constructive. In this way the
feedback is consider and problems must be resolve accordingly.

6
Comprehensive plan to implement recommendations:
In Walmart once the actions and plans are embedded then the control and evaluation system
are necessary to bring all the plan into practical actions. So, for this purpose the internal
company audit with proper control by management is necessary to meet the performance
measurements. In the first phase the customers must be analyse which is main component in
relationship marketing strategy. The customer quality estimation is necessary in which the
several exercises are ultimately measures i.e., revenue analysis, cost analysis customer
relationship, forecasted customers timeline and customers loyalty can also measure easily.
Moreover, the surveyed and collected information are gathered on regular basis that always
kept private but reflects the customers feedback along with customers attitudes. In this way
while taking proper feedback and depending on reliable information the company can make
the constructive information and results and ensures the CRM in best and positive way.
There are following controlling and execution measures are taken for successful
implementation of recommendations in Walmart:
Identification of Weaknesses:
It is analysed that the main issues are lack of training and customers are not valued because if
poor strategic alignment in company. It. the main weakness of company because instead of
loyalty program the company customers are still not satisfy. So, the problem must be
analysed according to the situation, managers must focus on the problem, its main origin and
causes and then communicate it accordingly with employees while conducting proper session
for their growth and development.
In this way not only, the weaknesses are analysed but through practical and professional
development of employees the customer relationship problem under CRM also resolves and
as an outcome company ensure the successful integration of CRM in its daily work practices.
Establish 360° customer's feedback
Under proper CRM process the collection of information and proper feedback on timely and
consistently the evaluation of main causes, the proper procedure and policies along with
regular audit is necessary which reflects the main streamline that how employees deal with
customers (Payne & Frow, 2006). In this way both employees and customers are
continuously interviewed through which the managers can receive the anonymous and
confidential feedback. In this way the reports are properly documented while gathering
information form peers, customers and employees significantly.
Evaluation of employee's performance:
After the recommendations the successful execution of plan it is necessary to communicate
with employees, check their level of creativity along with significant change that integrate
after the plan execution. In this way the consistent improvement bring time to time through
proper communication among top and lower-level management. In this way the
communication gap and barriers are eliminate (Mahafzah et al., 2020). So, the accuracy and
quality of work, along with reliability, punctuality and goals accomplishment can easily
implement. Like other practices like planning, marketing and other practices the constructive
examination of Walmart along with its core values and mission is necessary to examine
through which the managers and leaders perform their job accordingly to gain the efficient
and effective work practices in best way.

7
Conduct training:
After the successful execution of entire process of recommendations in practical way there is
need of proper audit and feedback from customers and employees both. In this way the
managers, knowledgeable professionals and leaders conduct the proper training and take the
feedback (Migdadi, 2020). Through feedback the employee's development and growth along
with their weaknesses are analyse that are effective for managers and overcome with the
passage of time.

Conclusion
From the above in-dept analysis of Walmart case in term of customer Marketing theory and
CRM it is analyse that the CRM is effective and essential practice to gain the customers
loyalty. retention and their attention toward the company. As customers are the solid source
of income for company so their loyalty, attention is important. The above literature reflects
that the loyalty program is important for retail sector i.e., in Walmart but as the case relfects
that is not suitable for many cases like in Walmart the customer strategy of membership and
loyalty program is proposed but it might not work because of lack of employees training.
The above analysis is effective through which not only the problems through relationship
marketing theory can analyse but its main causes and proper plan is also suggest to overcome
the problem immediately. For Walmart it is suggest for long term that it must value the
customers and also increase its distribution and communication network to achieve the
operational efficiency and also CRM. As the customers value is the differentiating and
important factor that influence their decision, company revenue, and success so, the certain
improvement is require to meet the standards and to satisfy the customers.

References:
Arhin, F. R. A. N. C. I. S. C. A. (2020). Impact of customer relation management on
customers retention in the hospitality industry, evidence from hotels in Takoradi metropolis
(Doctoral dissertation, University of Education, Winneba).
Hütten, A. S., Salge, T. O., Niemand, T., & Siems, F. U. (2018). Advancing relationship
marketing theory: exploring customer relationships through a process-centric framework.
AMS Review, 8(1), 39-57.
Popescu, M. (2018). DATA MINING FOR ANALYSING TRENDS AND CUSTOMER
BEHAVIOUR VIA INTERNET SEARCHES. Annales Universitatis Apulensis-Series
Oeconomica, 20(1).
Pandey, R., Dillip, D., Jayant, J., Vashishth, K., Nikhil, N., Qi, T. J., ... & Qhi, L. Y. (2021).
Factors Influencing Organization Success: A Case Study of Walmart. International journal
of Tourism and hospitality in Asia Pasific (IJTHAP), 4(2), 112-123.
Ahmed, I., Nazir, M. S., Ali, I., Nurunnabi, M., Khalid, A., & Shaukat, M. Z. (2020).
Investing In CSR Pays You Back in Many Ways! The Case of Perceptual, Attitudinal and
Behavioral Outcomes of Customers. Sustainability, 12(3), 1158.
Fleenor, J. W., Taylor, S., & Chappelow, C. (2020). Leveraging the impact of 360-degree
feedback. Berrett-Koehler Publishers, Incorporated.

8
Kevin, M., & Ana, F. I. (2019). Case study-customer relation management, smart information
systems and ethics. The ORBIT Journal, 2(2), 1-24.
Saeidipour, B., & Bakhshi, S. (2013). The relationship between organizational culture and
knowledge management, & their simultaneous effects on customer relation management.
Advances in Environmental Biology, 7(10 S1), 2803-2810.
Payne, A., & Frow, P. (2006). Customer relationship management: from strategy to
implementation. Journal of Marketing Management, 22(1-2), 135-168.
Mahafzah, A. G., Aljawarneh, N. M., Alomari, K. A. K., Altahat, S., & Alomari, Z. S.
(2020). Impact of customer relationship management on food and beverage service quality:
The mediating role of employees satisfaction. Humanities & Social Sciences Reviews, 8(2),
222-230.
Migdadi, M. M. (2020). Knowledge management, customer relationship management and
innovation capabilities. Journal of Business & Industrial Marketing.

Appendix
SU1 and SU2

The journey of the CRM module started with learning different concepts that provided a solid
based to understand new concepts in managing the effective customer relationship. The
concept of transactional and relationship marketing was not clear enough before but during
this lecture, I came to know that transactional marketing is much narrower in its scope as
compared to the relationship market. The major difference between the two approaches lies in
terms of time, the quantity of sales, and the scope of customer commitment. So it provided
me a clear picture that focuses on relationship marketing can bring much more benefits for
the organisations as compared to transactional marketing. The ultimate benefits of this
approach include high customer commitment, quality in the overall processes of the
organisation, and more focus on customer retention. That’s why this is highly recommended
in the marketing circles due to its effectiveness and customer-oriented approach. I also came
to know that transactional marketing is suitable for such an organisation that engages in less
customer contact and deals in standard products. But the majority of the organisations in the
corporate world don’t operate this way that’s why relationship management will be my first
choice during my professional life in the business sector. Social exchange theory was
discussed in this regard on which the concept of customer relationship management is based.
I came to know the various determinants of CRM that can be highly beneficial to set up the
strategy for the customer such as understanding the customer needs, meeting their
9
commitment and supporting them to use the product, and creating a truthful environment.
This aspect is highly beneficial for me to set up my future CRM strategy for the organisation
as I will look into each determinant so that come up with a more effective strategy.

I was aware of traditional 4Ps of marketing but this strength increased to 7Ps which provided
me new learning opportunities as well. Culture is an important factor when an organisation
develops the customer relationship strategy because cultural differences between different
parts of the world force the organisation to change its customer relationship management
strategy. I came to know the different levels in the culture such as artifacts, values, and basic
assumptions. This knowledge is extremely important to understand the different cultures. I
am looking forward to joining MNC in the future so the importance of culture level will be
helpful for me to make my performance to the desired levels. The case study of Trion Worlds
was highly interesting and knowledgeful in this regard. It provides the practical experience
that how an organisation can perform better in different cultures.

The most inspiring aspect was to get to know about the various elements of lack of customer
relationship management. Such as poor key account management, not taking into account the
cultural differences and poor customer service. The knowledge gained in this regard
suggested that by using strategy, shared values, style, and structure of the organisation, these
issues can be managed effectively. Teamwork is the most important element that I will focus
on in my future organisation along with training and increase communication in my
respective role.

SU3 and SU4

The concept of Key Account Management was studied along with managing the community.
It was interesting to know about the 80/20 rule that was helping in understanding between the
customer and profits. The three major features of KAM include identification of key accounts
along with maintenance of long-term relationships and cross-functional processes for
servicing the account. I am looking forward to integrating these features into the future KAM
strategy of the organisation so that to achieve the desired results. A list of key accounts was
provided in this regard in which resource synergies and strategic compatibility are the areas
that will be focused on in detail. I intend to become the key account manager in the future
because it adds value to the operations of the organisation along with maintaining
profitability and customizing the seller’s offerings. After great learning of key accounts
management, I will develop communication skills, gain product service knowledge,

10
negotiation skills, and understanding the buyer’s behavior so that to develop the customer
relationship management strategy in a more structured manner.

One of the most interesting areas of the business world is conflict management that’s why
workshop 4 was given the utmost focus because it has provided knowledge of resolving
conflict and maintaining order. I understand that conflict is an inevitable part of every
business organisation so I need to learn skills and ways to manage these conflicts that will
help me become a good leader. Negotiation is a systematic process that involves a structured
approach to deal with the issue at the moment. So an excellent explanation of the negotiation
process was provided that consists of 5 stages. I am looking forward to implementing it in my
professional life so that to resolve the conflicting situations as an effective leader/manager. I
will suggest my future organisation to set rules in this regard which deals with the various
conflict that often happens at the workplace. A written policy in this regard can be more
effective that will be communicated to each employee in the organisation so that they can
aware of the consequences of the various shortcomings. It will be more effective to bring
down the conflicts in the organisation. My understanding about the conflicts and their relative
management was vague before but after this workshop, I learned that conflict management is
as important as any other business process in the organisation because it can badly affect the
performance of the employees and organisation at large. So a more thorough and systematic
structure can be helpful to achieve the desired results that I will integrate into my professional
skills by equipping the requirements as a good leader and manager.

SU5 and SU6

Service quality maintenance was the main topic this week and I was unfamiliar with this
concept in the beginning. So I pushed myself hard to learn this new concept due to its
importance in customer relationship management in my professional life in the future.
Service quality is the concept that is linked with the gap between the consumer perceptions
about the organisation's service offering and their perception of the firm itself. I came to
know that various researchers see the quality in two major areas that is outcome dimension
and the process dimension. Both of these areas are considered important from the
organisation's perspective as well as the customer because that’s how value is transferred
from the organisation to the customers. I learned about the dimensions of service quality that
was an entirely new area for me and much fruitful for an effective leader/manager because
quality can never be achieved if these dimensions are not fulfilled. It includes reliability,

11
assurance, empathy, and responsiveness. These areas of service quality help create an
effective workplace culture along with generating value in the product and service delivery.
Therefore I will polish my skills in this regard to achieve the dimensions of the quality more
strategically. An important concept was studied this week is called The GAPS model. It
provides various gaps that exist in the operational structure of the organisation failing to
achieve the desired results of quality. I will make sure that these gaps can be removed from
the very beginning in my organisation because ultimately these are considered threatening to
maintain effective customer relationships and increase value for the organisation's operations.
I will involve a range of actions in this regard to remove these gaps such as engaging with the
customer directly and indirectly to get their feedback. This will be helpful to get a clear
picture of the perception gap between the organisation and customers. Standardization of the
products will be achieved along with compliant dealing on a merit basis. Marketing
communication will be done on a realistic basis through implementing effective
communication skills. That’s how an effective strategy will generate the desired result in a
more meaningful way.

The concept of customer relationship management is based on the idea of creating value for
the stakeholders involved in the process that is mainly customers and the organisation itself. I
came to know that there is a thin line between value co-creation and co-distribution that
needs to be taken care of in the first place. It will help manage the customer relationship by
opting for the right strategy. Because when users are provided additional freedom to co-create
experience, it fails that’s why a structured approach can bring the desired results.

SU7 and SU9

This study unit was focused on relationship marketing planning. I understand that planning is
the most important element in the organisation's strategy formulation as well as it helps in
using the resources more efficiently. So there were huge learning concepts in this week that
were given utmost importance and focused approach. It was interesting to know about the
strategic audit of the organisation. It helps consider the appropriateness of relationship
management and evaluating which customers are suitable to invest. There is also a strategy in
this regard that compares the organisation's strategy with the competitors. Customer lifetime
value was studied that involves the net present value of all future cash flow of the
organisation that is associated with a customer.

12
A wide range of lists was provided regarding the customer data that will be used in the
strategic audit. This data ranges from service issues to the attitudinal, behavioral, and
transactions in its nature along with preferences and sales for activity as well. I will include
these data elements in conducting the strategic audit of the customer so that to generate value
for the organisation in a structured manner. It requires efficient utilization of my personal and
professional skills that I will improve throughout my journey in the organisation in the future.
Strategy formulation is an important part of the planning that is important because it leads to
taking action and monitor results in the organisation. I will integrate the strategy accordingly
so that to monitor the results and this will be reflected knowledge in future actions in a more
strategic manner. I learned about the tactics that are further dividing into customer keeping
and customer catching, The element of the customer keeping tactics includes partners,
advocates, supporters, and clients. On the other hand, the customer catching regarding
element includes the customer and prospect. It was studied that implementation is the most
important element in strategic planning and is also considered vital for corrective purposes as
well. It is also helpful because it ensures to remain focus on the end goal.

The concept of internal marketing was studied that is as important as external marketing to
attract customers. The focus of internal marketing is to convince the employees to give their
best in their respective jobs so that overall value creation and quality regarding aspects can be
created accordingly. I have learned some basic elements that are needed to achieve the
internal service quality in the organisation that will be used accordingly. Policies &
procedures along with teamwork, training, goal alignment, communication, and management
support are some vital elements that I will be looking forward eagerly to integrate into the
organisational structure of the organisation. A very informative and effective concept was
studied in this regard that is known as McKinsey Seven S Framework. This framework helps
achieve the desired tasks and strategies by implemented the elements of the framework. I find
this framework very interesting and informative that will be used in the future organisation
accordingly based on the needs. The example of Audi company was given to understand the
concept of shared value that helped in clearing the whole idea more effectively. Structures
include the management layer of the organisation. When employees are included in the circle
of internal service quality. This leads to achieving higher employee satisfaction, employee
retention, and customer satisfaction. Therefore these areas will be given utmost importance in
a more structured manner. After leading about the employee's integration into the internal
marketing, It came to me that taking them on board is much more important instead of

13
putting focus only on the external marketing because it is the human resource of the
organisation in the end that implements the organisational strategies effectively in the
organisation.

SU12

Monitoring and control was the main theme of this week readings that are considered
important in the customer relationship management strategy of the organisation. I believe that
monitoring is an important function in the corporate organisation to understand whether the
implemented policies and strategies are proving the desired results. If there is some
fluctuation in this regard, then accordingly corrective actions should be taken to generate the
desired results. Progress is monitored essentially and control is ensured through effective
actions in the end.

I will integrate the Gantt Chart in my planning activities that will provide me the response
regarding objectives that can be divided based on their short, medium, and long-term nature.
Seven S framework can be highly effective in this regard that will be used according to the
situation so that to ensure the timely and effective execution of the strategies. I came to know
that internal and external both have an impact on the organisation's strategies and plans.
That’s why a mix of both quantitative and qualitative elements can help generate the desired
result in a more meaningful way. These are considered effective from a results perspective
and ensure that strategic goals are achieved accordingly. I am looking forward to integrating
the balanced scorecard approach in this regard to the provided maximum value to my
organisation in the future. It will be effective for strategy execution and related controls in the
short term as well as long term.

Every passing day will be a new experience and lessons will be learned that will be used in
improving my persona and professional life. This module in this regard has provided a new
sense of learning and provided me with a new line of thinking regarding customer
relationship management. That’s how an effective strategy of customer relationship
management will be introduced in the future organisation that will prove my abilities as a
good leader and manager leading to growth in the professional life. Communication will be
the key skill that I will improve over time along with working in teams and coming up with
innovative ideas that will improve my personal and professional life in the right direction.
Problem-solving and decision-making skills will also be exercised in this regard that is
achieved through extensive study of this module. All these prospects, strategies, and plans are

14
based on developing myself into a more responsible and effective leader/manager for my
organisation and I will implement all these tools accordingly to create value for my future
organisation as well as provide value to the customer. Overall this journey of studying
module customer relationship management was full of learning new concepts and strategies
that will be helpful for me in the future.

15