TESCO – The Customer Relationship Management Champion

TESCO – The Customer Relationship Management Champion

Examine how the information gathered through CRM tools can be used to modify marketing strategies

The case describes the customer relationship management (CRM) initiatives undertaken by Tesco, the number one retailing company in the United Kingdom (UK), since the mid-1990s. The company’s growth and its numerous customer service efforts are discussed. The case then studies the loyalty card scheme launched by the company in 1995.

It examines how the data generated through this scheme was used to modify the company’s marketing strategies and explores the role played by the scheme in making Tesco the market leader. The case also takes a look at the various other ways in which Tesco tried to offer its customers the best possible service. 

Finally, the company’s future prospects are commented on in light of changing market dynamics, the company’s new strategic game plan, and criticism of loyalty card schemes.

Issues:

  • Examine how the information gathered through CRM tools can be used to modify marketing strategies and the benefits that can be reaped through them.

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