Harnessing Digital Technology for Customer Relationships Management - Essay Example

Angela explains in sufficient detail how she and her team have made efforts in reviving the brand. Although it is a very old brand (154 years), it needed a lot of restoration work in the present economic climate. She says that in the planning stage, many basic questions were asked. New plans were devised to come up with better products. The customers were segmented based on their geographical locations.

After the planning, she removed many inefficiencies within the company. Millions of pounds were saved but not at the cost of staff. Instead, the company spent more money on renovating the stores and making them look more attractive. The presentation then focuses on the ‘soft strategies’. New methods were devised on the backbone of digital technology to lure customers. Burberry now frequently organizes fully choreographed live webcasts. The video shows people all around the world watching runway shows live in the Burberry showrooms. All the crucial information about new products, stores, shows, etc is provided on the internal website. Traveling road shows are also organized as a part of CRM.

The focus of the presentation then shifts toward the human element of the company. Angela says that they hire smart and like-minded people for their brand and organize awards to appreciate and motivate them. The company wants to project its modernity through every aspect of its business. For this reason, the Burberry headquarters has a futuristic look with energy-saving features to it. But the innovation doesn’t stop with the building. The company has created its own social media website. Customers throughout the world are kept informed through Facebook and live stream shows. The presentation then ends with Angela assuring the audience of her team’s sincerity toward making Burberry a hugely successful brand. Read More