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Analysis of Jelly Belly Candy Company - Assignment Example

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The paper "Analysis of Jelly Belly Candy Company" describes that Jelly Belly improved its relational marketing through regular phone calls to inactive customers who used to purchase massive products. The company’s director of customer relations would initiate direct phone conversations with retreating customers…
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Analysis of Jelly Belly Candy Company
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"Analysis of Jelly Belly Candy Company"

Download file to see previous pages Proof-of-concept, as used in the paper refers to the necessity to proof or ascertain that a system under consideration is viable (Blount and Lamm 356). Jelly Belly management had a plan to improve their sales and marketing practices through adoption of an appropriate customer relations technological system. As a result, they acquired a CRM system but few months after its integration, the system even failed to form a viable interface with the Enterprise Resource Planning (EPR). Consequently, Jelly Belly approached Microsoft for a new CRM system. This time, they need a preliminary certainty that this new system will serve the intended purpose. Therefore, Jelly Belly consulted Webfortis to establish a proof-of-concept that the new system met all standards required for optimal performance. Jelly Belly can now manage its current customer base using information obtained from the new system. In the past, the company could lose any type of customer within their selling and purchase processes. However, the new customer relations package enables managers to identify speciality customers responsible for the voluminous purchase of their products (Blount and Lamm 357). Consequently, this new package allows sales managers to develop longer relations with speciality clients; hence reducing customer defection.
As a Jelly Belly human resource manager, I would consider selecting hiring and training skilled and productive sales persons into the company’s sales team. The reason is that Jelly Belly has the requisite information on customers; hence skilled salespersons could utilize this information in improving sales through actions like direct marketing.
The main reason why Jelly Belly failed in accounting for undesirable customer patterns was as a result of inefficient customer relationship culture. Jelly Belly had not employed the use of technological tools in acquiring relevant information concerning the nature of their client base. In the past, the company could lose any type of customer within their selling and purchase processes. However, the new customer relations package enables managers to identify speciality customers responsible for the voluminous purchase of their products.  ...Download file to see next pagesRead More
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