Customer Relationship Management (CRM) Enhancement in Tesco

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Case Study
Customer relationship management (CRM) refers to the combination of strategies, technologies, and practices that organizations use to analyze and manage client interactions and data throughout a customer lifecycle (Chai, Ehrens, & Kiwak, 2020). Splunk Enterprise significantly helped Tesco to identify and respond to adverse customer experiences with its online store.
Before Tesco invited Splunk Enterprise to help with its CRM issues, the company had multiple technology systems that caused data isolation, inconsistency, and redundancy. In particular, Tesco’s information and technology infrastructure had over 400 servers across ten environments (“Tesco Enhances Its Customer Relationship Management Efforts,” n.d.). As such, it was challenging to manage logs and address all errors and problems in time. However, Splunk Enterprise implemented a single platform that incorporated all web-based interfaces that Tesco had. The most significant thing about big data is that it facilitates data storage, analysis, and interpretation in a manner that makes it easy to address arising problems (Maltby, 2011). As a result, Splunk Enterprise helped Tesco implement big data to harmonize all its systems and make it easy to manage them.
Before Splunk Enterprise stepped in to rectify the CRM issues that Tesco encountered, the company lost sales from potential customers. In some cases, clients stayed online for an extended period navigating Tesco.com’s website, put items on the cart, and did not purchase due to problems in the checkout system. Based on a survey done by Spl...