Customer Relationship Management (CRM) Strategy

MKT501 SLP 3
Your Name
Trident University International
MKT501 Strategic Marketing
Due Date
MKT501 SLP 3
A customer relationship management (CRM) strategy ensures that a company derives the most value from its CRM system, more so by aligning the CRM system to the primary business goals of the organization. According to Hargrave and Anderson (2022), CRM allows businesses to achieve their goals by informing and directing how they interact with customers. This paper’s aim is to develop a comprehensive CRM strategy that will help Fresh & Healthy Greens café achieve its business goals and interact more effectively with customers.
Company Overview
Fresh & Healthy Greens is a forward-thinking café in Seattle, Washington. It offers a wide variety of organic, vegan, and gluten-free foods and drinks to meet the diverse dietary needs of its health-conscious clients. It is committed to fostering a healthy and sustainable lifestyle, and its tagline, "Fresh eats, fast," reflects its commitment to delivering nutrient-rich, wholesome food at lightning speed. Fresh & Healthy Greens café aims to be a cornerstone of the Seattle community, creating a welcoming atmosphere and focusing on sustainability and health for individuals seeking delicious and nourishing meals. Therefore, the café's goals are to improve the customers' experience, generate more sales, and enhance customer retention.
The Strategy
Customers visit businesses with high expectations. As such, companies must focus on creating an experience for their customers because it ensures customers not only purchase the products or services the company is offering but also spread the word. One of the processes Fresh & Healthy Greens café can implement to support in-store customer experience is service CRM. According to Hargrave and Anderson (2022), service CRM refers to customer service support that incorporates sales and marketing. It ensures that customers have access to the business if they need any assistance. They can contact the business through multiple contact points such as social media, over the phone, or email and get responsive feedback. Bhat and Darzi (2018) reveal that a service CRM process ensures that a business provides responsive feedback and offers personalized services to its clients. Under service CRM, Fresh & Healthy Greens café should establish a designated social media page on Instagram solely for inquiries, feedback, and complaints from customers. This Instagram page should be monitored during business hours to ensure an immediate response. West (2022) states that a dedicated customer service channel is the first step toward relationship building. However, it must have a quick response time because this is how businesses build good relationships with customers and a strong brand reputation.
Another process that can be integrated into Fresh & Healthy Greens café to support in-store customer experience is sales through a self-service kiosk. Self-service kiosks are a good way of improving the customer’s in-store experience because they allow the customers to make an order for their preferred product and pay using their preferred mode of payment. In CRM, this not o...