Burberrys Angela Ahrendts and CRM - Case Study Example

Task: Burberry’s Angela Ahrendts and CRM Relationship Management (CRM) entails a process that a firm uses, in an attempt to strengthen its link with customers. This is crucial, since it helps the executives and other employees to track and manage their contact with their existing as well as potential consumers. Additionally, CRM aids in improving customer services. It also assists the managers in planning for marketing in potential customers. Angela Ahrendts, the Burberry CEO, has realized CRM’s significance and vastly used this towards her firm’s customer satisfaction and its enormous revenue acquisition (Raab 15).

In her speech, it is evident that Burberry has remarkably incorporated technology in its attempt to keep up with the changing market trends. Ahrendts claims to have applied what she terms as soft strategies in Burberry’s business operations. The soft strategies (style, structure and values) have significantly aided in the company’s full growth. Moreover, the she claims that her firm has close contact with the consumers, through linking its brands and its employees. Besides, the company’s close affiliation with their 7000 corporate executives and other ordinary clients has aided in attaining their CRM objectives, and thus their improved revenues and annual profitability (Raab 15).

Moreover, they use these customer communications internally, in a bid to manoeuvre their marketing. Burberry also makes certain that its existing and potential customers are aware of the dealings that occur within their firm. This may be in the form of various conferences and advertisements. This is crucial, since it guarantees full customer association with the company (Raab 14). CRM is extremely critical in any firm, since it aids in its customer retention. In it, the firm keeps a record of its potential and existing customers.

In an expanding company, employees cannot maintain precise records of their employees manually. Moreover, various employees will cater for dissimilar customers, thereby leading to imminent employee-client distance. Consequently, Burberry applies CRM to bridge this gap. Works Cited Raab, Gerhard. Customer relationship management: a global perspective. Padstow, UK: TJ International Publishers Ltd, 2008. Print.