CRM Practices in Vodafone Company - Case Study Example

Download file to see previous pages Generally speaking, the paper "CRM Practices in Vodafone Company" is a good example of a marketing case study. This report focuses on Customer Relationship Management in Vodafone Company. The report investigates the strategies that have been applied by the company to ensure a strong customer relationship. It analyses the key operations of the company with the aim of establishing how they help in creating a better relationship with customers as well as potential customers. The company has invested heavily in technology with the main purpose of delivering customer value. The company has proven successful in relation to how it has integrated its technologies to meet its overall customer attraction and retention goals. The engagement on social media and other platforms are used by the company to solidify its relationship with its customers. It is worth highlighting that the company’s management has been successful in prioritizing the objectives of the organization in order to harness the best returns for the investors.

• Introduction

Customer relationship management is currently considered a very significant area in the corporate world. The reality in the current environment is that the level of competition keeps tightening even with the developments in technology in relation to the ease of information access. As the level of competitiveness rises, organizations are keen to create a competitive edge over other players in the various sectors (Joe 2000, p. 314). Many organizations currently consider CRM as a tool which when used appropriately will guarantee customer loyalty as well as retention. In actual sense, technology has greatly boosted CRM in organizations. As opposed to earlier times, businesses now implement CRM strategies based on technology. In most cases, promotional activities are designed based on the information collected by the CRM tools. The data-based decision making has made it easy to collect customer data and use it for decision making. With the realization of the benefits of streaming from CRM, companies are spending huge sums of money to invest in CRM technologies (Keith & Eli 2008, p. 128). Nevertheless, critics have been on the move in the recent past. Many have argued that there is a terrible disconnect between the CRM strategies that are designed and what is actually on the ground. Some of the policies are considered ineffective and they cannot have an impact on customer loyalty and retention.

This research paper seeks to establish the state of CRM in organizations. The information gathered in relation to the specific organization selected will be critical in assessing the current situation of CRM in line with what is happening in the industry. One of the aspects that this research paper seeks to establish is the effectiveness of the various CRM strategies that organizations have put in place. In the same breath, it seeks to establish if the specific guidelines are implemented appropriately in line with CRM guidelines (Leonard 1995, p. 240). The eventual relationship between the businesses and their customers is what matters. CRM was designed as a tool to bolster that relationship through which organization will benefit in the future. Organizations are esteemed to benefit from both customer retention as well as loyalty. The various reward programs designed by organizations are in actual sense CRM strategies meant to compensate loyal customers as well as encourage similar habits.

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